In the World of Luxury Fashion, Brand Is the Engine of Profitability
When a luxury brand raises its prices year after year and customers keep buying, something beyond product quality is at work. That something is brand.
The luxury industry offers the clearest proof that investment in brand - not just product, not just distribution, not just marketing spend - is what drives extraordinary and sustained commercial performance. And the lessons aren't limited to luxury. They apply to any brand that wants to charge more than the market expects and retain customers who have every reason to shop elsewhere.
Brandmaxxing: What the Looksmaxxing Trend Can Teach Us About Building Brands
The 'looksmaxxing' trend going viral right now is somewhat surprising. Growing up, weren't we always told it's what's on the inside that counts?
But with a generation that's grown up on social media, where attention is currency, the affinity to shallow self actualisation manifested as bone smashing, mewing and fat-dissolving injections kind of makes sense. Kind of.
And it had me thinking, has the digital landscape, the constant investment in leads, clicks, impressions and short term goals skewed the way we're thinking about brands, in the same way looksmaxxing is affecting the next generation?