7. Heritage
Each luxury brand firm has highlight the value of remaining faithful to historic positioning or the founding and current designer of the brand because this strategy has the ability to add and maintain authenticity.
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| Louis Vuitton Advertising Campaign |
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| Prada Advertising Campaign |
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| Burberry Advertising Campaign |
8. Luxury Environment and Experience
The store environment is represented by flagship store which is significant to the brands. One of Chief Executive of Company said " It is an important part of what the consumer paying for" Therefore, the flagship store was considered to required the a lot of investment however it provided to supreme experience. The store is not only assisted their licensing and wholesale business but also provides an insight into personality and soul of company which help in the development of a working relationship for business to business side.
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| Louis Vuitton Flagship Store |
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| Dior Flagship Store |
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| Prada Store |
9. Culture
The culture of brand refers to the expertise behind the brand. The firms consider the importance of the right person working the right job from management to the staff on the shop floor. In addition, within the organization need honesty, integrity, morality and teamwork as without these message created would be false.
To create successful luxury fashion brand seem the tough way to achieve, not only innovative or creative which the brand need to have but need to have all of those criteria which can not miss one or another. In my opinion, consistency in product quality is one part which can maintain the brand reputation and relationship between brands and customers.
