Cos(t) per Wear

Although luxury brands have always focused on the emotional branding side of marketing by signing on celebrities, driving exclusivity of their products, and designing new products, I think its time for things to change.

As women are still the major buyer of luxury brands, the persona of the ‘Girl Math’ has shown their hand to marketing teams to how to convince them to purchase high priced products. Not through straightforward functional messaging but a emotionally justifiable message that softens the purchase pain.

Here are the learnings:

1. Make It Make ‘Sense’
Highlight all the occasions where the product would have a positive impact on their lives. From part of a ‘Corporate Girlie look to the ‘Pilates Girlie’ outfit, here are multiple ways to make the purchase make sense.

2. Own Pre-Loved Markets
Although there are current markets from influencers and celebrities, brands need to control the conversation by controlling and managing these types of markets so they dominate rather than the celebrities themselves being the attraction point.

3. Create A Luxury Marketplace
Currently the way to resell and acquire luxury / premium brands is quite organic through social media or mass marketplaces. To create a controlled and respected marketplace will help buyers easily sift through sellers to find the brand and product they want. At the end, it will showcase the most popular and valuable brands as they would retain their pricing and demand.

Just a couple thoughts.