Luxury brands are prestige products characterised by high-involvement decision-making that is strongly related to a person's self-concept. Sensory gratification and social approval are the primary factors in selecting a prestige product.

At the heart of any luxury brand business model is a well-thought-out process for creating and growing star brands. Star brands must be timeless, modern, fast growing and highly profitable. A star brand has to be built for eternity. It must have been around for a long time. It should have become an institution. A star brand has to keep growing. Growth is a clear signal that the brand has consumer appeal.

Fashion shows, special events, and other public relations efforts must be carefully coordinated to convey the desired image. The magazines selected for advertising are often unconventional and trend-setting. It is the kind of people who read them, not the numbers, which matter. The movies in which the brand appears and the celebrities and pop icons who endorse the brand must also be selected carefully.

Todays affluent consumers, irrespective of which country they belong to, have similar lifestyles, tastes and aspirations. They want the best and the latest in fashion.

Eponimo offers its clients advice and expertise in implementing steps to ensure your brand not only survives, but thrives. Creativity plays a key role in creating such a premium image. Many luxury brands achieve legitimacy and fashion authority as a result of the creative talent of their design teams who respect the brand heritage and yet continuously reinvent it.

To get started with the program or get answers to your questions, contact the Eponimo Sales Director on 61 (0)2 93452499 or sales@eponimo.com.   More...