How to build a luxury brand

Tuesday, 11th February 2020

Guest blog by Jo Scott, Truth Creative

It seems somehow counterintuitive that the world’s appetite for luxury goods should continue to remain so healthy at a time of global economic uncertainty and austerity.

Is this a case of expanded consumerism among a new global economic elite? Or more selective spending on higher ticket items at the expense of more generic goods?

We were keen to gain a better understanding of the powers at play and we’re delighted that the result is:

How to build a luxury brand – a white paper from Truth Creative.

According to the 2018 Deloitte Global Powers of Luxury Goods report, the world’s largest luxury goods companies generated personal luxury goods sales of US$217 billion in FY2016.

The potential for new products and entrants in that market is evident.

Having worked with several UK luxury brands over the last decade, the team at Truth Creative has amassed a wealth of knowledge and experience in the field and felt it worthwhile to present it within one useful guide.

Informed by both experience and up to the minute research, producing How to build a luxury brand has enabled us to gain fascinating insight into both emerging consumer behaviour and the work of many of the world’s most successful brands.

In producing our guide, we felt it importance to ask a number of pertinent questions:

What exactly makes a brand a luxury brand?

How does a luxury brand develop and occupy a new niche segment of a competitive market?

What is the impact and importance of heritage?

Is it possible for entirely new products and services to emulate the allure of those with deep history?

Why do we have the answers?

Truth is a boutique creative agency helping brands communicate brand stories through effective branding, design, digital marketing, public relations and social media.

We’re based in Manchester, one of the most exciting and aspirational cities in the world, and work with national and international clients including PZ Cussons, GC Aesthetics, Emma’s Diary and Private White VC to solve business problems by telling stories, true stories, in a way that connects clients with their audiences.

Our luxury brand portfolio includes Shaws sinks, Clive Christian Furniture Company, Tom & Dick’s bedding, Country Attire and CP Hart.

Our tried and tested Brand Aid process allows us to define the right strategy and approach to deliver effective results focused creativity for clients.

We are delighted to share what we’ve learned so far and hope this guide proves valuable in outlining how to build a luxury brand.

Click below to download the guide: