Category So What Is Luxury Anyway?

So What Is Luxury Anyway?

This past week, I read a great online article by James Roumeliotis; a lifestyle marketer titled “Luxury versus Premium versus Fashion: Clarifying the Disparity” in which he discusses how the terms Luxury, Premium and Fashion, can be convoluted and confusing depending on who is defining for what consumer group. And, that brands targeting the affluent must have clarity as to their “lane” with these specific segments. As we continue to clarify our brand, we realize that we offer a Premium product. As Roumeliotis states in his article ” Premium, stands for performance, value added, state-of-the-art, craftsmanship, and timeless design.” What a beautiful and appropriate way to describe Beau Satchelle. Yet, it’s important to add that our long term strategy is to grow our current ‘new brand’ into a luxury lifestyle brand. The terms mentioned above have been adopted in so many ways that you do wonder if mass marketers have weakened the exclusivity of those words. For instance, take the word “bespoke”. Is it losing its power because of it’s overuse in a variety of industries? Webster dictionary defines the term bespoke as dealing in or producing custom-made articles. According to wiseGeek an online blogger, it is a British word that originated among tailors of London’s Seville Row where cloth for custom-made suits was said to be spoken for, or reserved for an exclusive client. Interestingly, Haute Couture is the female version fashion term of the word bespoke which is most connected with men’s tailoring. When marketing to a demographic that appreciates purchasing unattainable products or services, we must strive for offering perfection within our wheelhouse. Being introduced into the affluent market has been an revealing journey for Beau Satchelle as we gain more knowledge, create memorable experiences and build long term relationships with our clients. Our leather creations will […]