luxury brand dna Archives - SUSANNA NICOLETTI

Donatella #Versace and the Art of Evolving a Luxury Brand DNA

daniela — Fri, 27 Apr 2018 13:05:41 +0000

The DNA of a luxury brand is one of its most precious assets.

It represents the backbone of the brand, its uniqueness, its point of differentiation and it nurtures the brand value.

If well kept, respected and preserved.

As every living being a brand must evolve with the times while preserving its own identity, creating new narratives to keep it fresh and appealing, staying true to the heritage.

That’s the greatest challenge for a luxury brand.

Donatella Versace recently said that Versace has a unique heritage that its’ not just dust off and re-offered every time on the market but it is always put under discussion and reworked with a fresh view, for today’s customer.

She adds that fashion evolves at the same time of the society and that heritage is enriching if we learn from the past and if the knowledge developed is integrated in what the brand is in the present moment.

The key point of a successful brand evolution is to manage the balance between change following the times and respecting the key brand codes and values, that must be written in a Brand Bible that every single employee of the company should have and should religiously follow.

That’s the long term success secret of brands such as #Hermès.

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Luxury Brands DNA Trap

daniela — Thu, 19 Apr 2018 12:44:29 +0000

Luxury brands tend to consider themselves as the fierce guardians of their own heritage and DNA.
They focus on history and heritage developing exhibitions, movies, events.
They publish on social media black and white pictures of the last century and they continue to propose craftsmanship traveling tours displaying artisans creating products.

It’s OK. It’s fine.
But it’s not enough. Anymore.

DNA if not evolved, risks to be a trap. A loop. A dejà vu.

Boring.

This doesn’t mean that a Brand shouldn’t have a Brand book, a Brand history and a storytelling around it.
It simply means that its own identity must be evolving and that, as the author hereafter mentions impeccably, some narratives must be released at a certain point. What if Vuitton only focused on luggages?

A Luxury Brand must manage the greatest challenge of them all: to develop its own DNA, without being stuck in it as well as without destroying it completely.

For prestigious brands such as #RalphLauren, #Panerai, #Tods, #Boucheron an unchallenged DNA represented a limit to the potential of the brand.

#Vuitton, #Dior, #Cartier, #Valentino, #PatekPhilippe, #Rolex represent great examples of successful Brand DNA evolution: great respect for the past and great vision of the future.

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