The pioneering vision of the luxury brand
The second theme, pioneerism, is characterized by the words: “first”, “new” and “innovative”. Undoubtedly, these three nodes highlight the pioneering tension of a brand. Being the first to have experienced or created a new product ensures an added value to the company and gives the consumer a greater guarantee that the product will be in line with expectations. To be a pioneer means to have experienced a new market or developed a new product or technology before competitors. This is strictly related to a long experience gained in a particular sector that enable the company to differentiate itself from others. The experience gained by a company in a certain field guarantees the satisfaction of consumer needs and distinguishes the company from the others. Here are some examples emerging from the textual analysis:
It is a reputation that even went beyond the borders of the Earth when Fendi put on a fashion show atop the Great Wall of China on October 19, 2007, making this breath-taking event the first show visible from the Moon!
(Fendi)
It was the first time that such pulsing geometric patterns had been incorporated into clothing and the effect was highly original, so much so that the international fashion press, smitten by his bold, radical approach, crowned him “The Prince of Prints.
(Emilio Pucci)
Product features
The third theme identified is product features. Luxury companies could strengthen their competitive and superior position over time because their products have superior features capable of providing excellent performances and distinctive advantages. “Manufacture” is used to emphasize the deep-rooted artisanal tradition.
Setting up his atelier in the Pucci family’s grand palazzo in the heart of Florence, Emilio began working closely with expert fabric manufacturers in Italy to pioneer and patent revolutionary stretch fabrics that eschewed the heavy, rigid fabrications largely in circulation at that time.
(Emilio Pucci)
Founded in 1755, Vacheron Constantin is the oldest watchmaking manufacture in the world. At no time in its 260-year history has it ever stopped creating, enhancing and reinventing itself. Backed by a strong heritage of passing watchmaking excellence and stylistic ingenuity down generations of master craftsmen, the company’s creations embody the exacting standards of Fine Watchmaking.
(Vacheron Constantin)
“Style” is used to identify the distinctive presence of a brand as well as its core inspiration. It refers to the style and the brand identity but also to a personal style that the possession of a luxury product may confer:
Each object is intended to enhance — not define — one’s personal style and doesn’t need to showcase any logo or initials that may hide its owner’s ones. Wearing Bottega Veneta allows to reveal the inner strength
Digital storytelling 199 and confidence. Each detail is of essence, be it the strength of a seam, the size of a pocket, or the versatility of a garment.
(Bottega Veneta)
A byword for the Mediterranean basin and its evanescent beauty, Bulgari is driven by this inexhaustible source of inspiration. In all its creations, the House is distinguished by a personal style, which is daring yet sophisticated.
(Bulgari)
Elegance and quality, instead, are the core characteristics of luxury products. Elegance is associated with the aesthetic features of the product, whereas quality is mainly associated with the “pinnacle” value of a luxury brand:
Establishing a globally-recognized image, Carolina Herrera has resided at the helm of her eponymous label for over three and a half decades, proving with each new season that effortless elegance paired with modern refinement is always relevant.
(Carolina Herrera)
Eclectic, contemporary, romantic—Gucci products represent the pinnacle of Italian craftsmanship and are unsurpassed for their quality and attention to detail.
(Gucci)
Heritage: a timeless story
The fourth theme is longevity, developed by the words “time”, “history” and “company”, which together underline the presence of the brand over the years.
The history of the company is used like a framework for the entire narrative process as it gives common starting points. “Time” refers to the fact that luxury products retain their value over the years and therefore are timeless:
The integrity of Church’s, both as a brand and as a product, lies in its timelessness and its ability to transcend time, age and generations.
(Church’s)
Going beyond the Italian border and transcending time and fashion, Colonia became the exclusive perfume of high society, an unmistakable symbol of Italian elegance.
(Acqua di Parma)
“History” is a proof of longevity and success, testifying that a brand has been capable to adapt to the market and to leave its own mark:
Few jewellery brands have such an illustrious history as the House of Harry Winston.
(Harry Winston)
This legendary history built around travel continues to place the House at the forefront of creation.
(Louis Vuitton)
Longines helped shape the history of the sporting world by introducing the first timing mechanism automatically triggered by an electric wire.
(Longines)
“Company” is associated to the longevity of the brand and to its evolution through time.
The company draws on both time-honored traditions and state of the art technology to offer its discerning customers products that are renowned for their peerless quality.
(Loro Piana)
The devotion to innovation coupled with TAG Heuer's heritage is propelling the company forward into the next millennium.
(Tag Heuer)
