The combined market capitalization of the top ten Western luxury companies is nearing 1 trillion dollars, compared to the approximately 300 billion dollars in 2013. However, in the past 12 months, their value has dropped by over a tenth, and growth has reversed.
PERCHÉ LOUIS VUITTON È IN DIFFICOLTÀ, MA HERMÈS NO?
Louis Vuitton, a stalwart in the luxury fashion industry, has been facing challenges in recent times, while its competitor Hermès seems to be thriving. One of the reasons for Louis Vuitton's difficulties could be attributed to its over-expansion and dilution of brand exclusivity. The brand, once synonymous with luxury and sophistication, may have lost some of its allure due to its widespread availability and accessibility.
On the other hand, Hermès has maintained a more cautious approach to expansion, focusing on preserving its brand exclusivity and heritage. By limiting the production of its iconic products and maintaining strict control over distribution channels, Hermès has successfully retained its aura of exclusivity and desirability. This strategy has enabled Hermès to weather economic fluctuations and maintain its position as a coveted luxury brand.
L’esclusività esiste ancora per i brand di lusso?
In today's rapidly evolving luxury market, maintaining exclusivity is a key challenge for luxury brands. As consumer preferences shift towards unique and personalized experiences, luxury brands must find innovative ways to differentiate themselves and create a sense of exclusivity for their customers.
One approach to preserving exclusivity is through limited edition releases and exclusive collaborations. By offering limited quantities of highly coveted products, luxury brands can create a sense of scarcity and exclusivity that drives consumer demand. Additionally, personalized services and bespoke offerings can enhance the perceived value of luxury products and create a more intimate connection with customers.
Furthermore, luxury brands can leverage digital technologies to create exclusive online experiences for their customers. By offering virtual shopping events, personalized recommendations, and VIP access to digital content, luxury brands can cultivate a sense of exclusivity and engagement in the digital realm.
La gestione del trade
Effective trade management is essential for luxury brands to maintain control over their distribution channels and ensure the integrity of their brand image. By carefully selecting retail partners and implementing strict guidelines for product presentation and customer experience, luxury brands can uphold their standards of excellence and exclusivity.
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