Velry Digital

She was so humiliated that day. Joanna was a genuine music lover 🎶

So she decided to join her school's music club as a violinist 🎻

One day...

Her club was assigned to present a musical performance on the opening day of the new school year.

Joanna was so... so excited.

Having an opportunity to play in a symphony orchestra in front of the WHOLE school was an indescribable feeling.

So she practised non-stop...

Day in... And day out.

Prepare carefully for the upcoming performance.

And then... That big day FINALLY came.

She officially stood on stage with my fellow musicians playing Beethoven's "Fur Elise".

HOWEVER...

For some damn reason...

A terrible thing happened.

Everything was going smoothly until it was time for her solo.

Joanna stumbled and played a different tune than the rest of the orchestra...

The sound suddenly became CHAOTIC.

In the end...

The other players, the teachers and all the students downstairs looked at her with disappointed eyes.

GOD... What a shameee!!!

Joanna couldn't believe that she had single-handedly ruined the efforts of her 27 fellows to present a fantastic performance.

Now you may be asking, "Who is Joanna?"

Well...

Joanna is actually just a fantasy character I just made up.

Because I want you to realise something very profound about your brand identity through this story.

Just like in a symphony orchestra...

To build a powerful brand identity, you need to maintain a consistent brand image across all touchpoints.

Attention!!! ACROSS ALL TOUCHPOINTS.

Packaging...

Marketing materials...

Customer service...

E-VE-RY-THING!

If just one aspect of your business system doesn't reflect the spirit of your brand...

Your brand image will be damaged.

OR EVEN fall apart, like how Joanna destroyed a symphony orchestra just because it had a different tone.

On the contrary...

If a customer has a luxury feeling from the moment they hear about your brand...
.. until they unpack the high-end product they just bought in your shop...

Then your brand is a TRUE luxury brand.

There are still many exclusive insights into luxury marketing.

Follow our next post for more!

Becoming a luxury brand is a daring step for any business owner.

But you know that...

Only a luxury brand can command prices that are 5 or even 10 times higher than your current product price…
.. WITHOUT worrying about other competitors.

But before embarking on this exciting journey, what is the first thing you need to do?

You DON'T need to obsess over PERFECTING your product.

You DON'T need to PLEASE your customers in every possible way.

… or even actively SELLING your product.

Instead, you need to shift your attention to a new understanding of how to market your brand using the concept of luxury marketing.

Yes, because...

Luxury marketing differs significantly from traditional marketing.

And it is essential to remember these two fundamental keys.

The first one...

FOCUS ON YOUR PRODUCT.

You know the Rolls-Royce brand, right?

A man once put a big chunk of money on the table and asked Rolls-Royce to install a radio in his car.

But Rolls-Royce told the man straight to his face: "Sorry, sir, but we don't need the money."

Well...

That was just a joke.

They can't be that rude.

But the fact is that Rolls-Royce didn't accept the request of the man.

Because they found that the radio distracted from the sophistication of their car.

And the thing is...

Rolls-Royce has gone to great lengths to create not only the tangible value of a car but also a lot of intangibles behind it.

They communicate the unique value of their product to the outside world.

And they protect this value at all costs, EVEN IF their customers complain about certain aspects of the car.

That doesn't matter.

As long as the original value of the car remains the same.

That's why Rolls Royce cars are always the desire of millions of people.

And yet...

Its price is not low at all.

That's why instead of focusing on the customer, as traditional marketing...

Focus on your product.

Now...

What is the second most important key?

What else do you need to know about luxury marketing before you start your luxury brand journey?

The answer will be revealed in the next post.

Stay tuned!

You are really out of the way…

You sit quietly in your room.

Your gaze is directed out of the window to a distant place.

You let out a big SIGN.

You've tried everything...

Researching customer needs, analysing competitors, developing a better

product, trying out different marketing strategies...

BUT FINALLY...

You fail to take your brand to the next level.

You spin your wheels, despair and wonder:

"What now?

What must I do to make all people covet my products like they crave a Louis

Vuitton handbag?"

You see...

Brands like Louis Vuitton, Rolex or Ferrari always seem to have a CRAZY

ATTRACTION for everyone.

So if you want people to queue up for months to buy your product...

You have to know the secret behind that "crazy attraction".

And that secret can be summed up in 2 words:

INTANGIBLE VALUE

Go against your customer’s wishes

Highlight flaws of your products

No concern about the competitors.

What you must do is focus on the intangible value of a product.

Because that is the core of the marketing approach that luxury brands use...
.. aka Luxury Marketing.

So to answer the question of how to get people craving for your products...

Ask yourself...

Are you willing to adopt a luxury marketing approach, breaking away from traditional marketing practices?

If the answer is NO, that's perfectly fine.

Then you might continue the series of days of stalemate as you are now.

But if the answer is YES...

You don't need to tackle everything alone.

Because we’ll help you increase the perceived value of your fashion pieces with a luxury marketing approach.

FOLLOW us for luxury marketing tips that will elevate your fashion brand.