« Made in Italy: Ignites Passion and Emotion | Main | We Need to Talk »

TrackBack

TrackBack URL for this entry:
http://www.typepad.com/services/trackback/6a00d8341c03bb53ef00e5505dbbbc8833

Listed below are links to weblogs that reference The Silver Lining:

» Brand positioning from IMPACT®
There's a really good post yesterday on Valeria Maltoni's Conversation Agent blog all about brand position and looking at the case of Tiffany Co. It's also worth looking at the comment by gianandrea facchini that what makes gucci profitable is [Read More]

Comments

Ah so that's what made those bracelets so hot! I'm not in the 'teen'demographic by a long shot so this tipping point missed me.

Stephen:

Yes, that is the point Gianandrea was making and what puzzled me about Tiffany's decision to forsake some of its success with the silver line of products.

Armani used the Emporio concept to sell an edgier version of his fashion to a younger crowd; it's working in both keeping the name brand awareness and maintaining the cache for the premium brand.

I didn't buy anything this trip. I was conducting field research remember?

I'm a big believer in finding ways of bringing very high end luxury brands to a larger audience -- Gianandrea's note about Gucci wallets explains this well.

Making a high end brand "accessible" is one thing -- making it "mass market" is usually disastrous. Owning Porsche sunglasses is relatively cheap compared to owning a 911. But you can own a little piece of the Porsche cache, and that's worth it. This is a first step in trading people up and into a brand.

So what did you buy? Come on. Tell us.

The comments to this entry are closed.

Subscribe

Enter your email address:

Delivered by FeedBurner

Advisory Boards


As seen on

Social

Marketing that makes business sense


Conversations


Book Reviews


Comment Policy and Social Guidelines

  • This is my blog and not a public space. Critical discourse is welcomed. However, inappropriate comments will be deleted. See my social guidelines for reference.

Disclaimer

  • The opinions blogged herein represent only those of Valeria Maltoni and do not reflect those of her employer, persons or companies mentioned herein, or anyone else.