by Jiajia MA,
M.S Candidate, Class of 2012 at Northwestern University,
Medill Integrated Marketing Communications
Medill Integrated Marketing Communications
When meeting with Mr. Bizzarri, the President and CEO of
Bottega Veneta last week at Northwestern University, I asked him a quick
question “Many luxury brands are exploring China market and brands such Prada,
Miu Miu and Burberry have all made their first fashion show ever in China in
2011, followed by Versace and Jean Paul Gaultier this year. What are the
marketing plans for Bottega Veneta, as a brand new to this market?” Mr.
Bizzarri replied that he would come to Shanghai for the new store opening in a
week. “What celebrity does the event invited?” I asked. “No,” he replied, “there
will be no celebrity; and there will be no fashion show or event like that. That
is not Bottega Venetta.”
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The short conversation makes me to start to ponder the
positioning of luxury brand and its marketing strategies when facing huge
market opportunities as well as competitions.
As Gucci making more affordable thousand-logo products, the
brand is definitely targeting the emerging markets such as China, where consumers
purchase luxury products out of social status and personal ego. It makes the
brand financial status much better in a short run but harms the long-term brand
image by losing the brand identity and missing the capability of keeping customers’
aspiration.
Maintain the brand identity and aspiration is a key issue
for luxury brands. That’s why I extremely agree with Mr. Bizzarri, when he
could be able to decline joining the competition by burning million dollars in
fancy marketing campaign/show. He told me simply: “ It’s just not Bottega. We only show our craftsmanship.”
Instead of giving advices on how to marketing luxury brands,
I would like to suggest some brand not to:
- Find the distinctive brand identity instead of blindly joining the fashion show competition
- Focus on brand legacy, story and design
- Spend more on matured markets to create aspiration
Maintain the brand identity and aspiration is a key issue for luxury brands. That’s why I extremely agree with Mr. Bizzarri, when he could be able to decline joining the competition by burning million dollars in fancy marketing campaign/show. He told me simply It’s just not Bottega. We only show our craftsmanship.......
ReplyDeleteBrand Consultant Singapore | Brand Marketing Consultant in Singapore
"Maintain the brand identity and aspiration is a key issue for luxury brands"
ReplyDeleteTrue. I am working in the luxury brand company, company branding is one of the factor key to attract loyal customer
luxury brand mystery shopper