« every brand can stand out »- Vogue Business

« every brand can stand out »- Vogue Business

Topic: branding, jewelry, designs 




Media: Vogue Business

“Large luxury brands might satisfy a large proportion of existing needs, but there are millions of very niche needs that small brands can address,” says Laurent François, managing partner of the creative agency 180 Global in Paris. François points out that we live in an era of micro-trends and hyper-customisations that offer opportunities to those who can spot the need for something different; be it a product, a service or a community that is not being spoken to.

François believes every brand can stand out, regardless of size. He points to Japanese bridal jewellery brand Enuove, which offers an innovative customer journey (such as “speed dating” inside its boutique); Shanty Biscuits, which allows the personalisation of its goods; and designer Kiko Kostadinov. “Most of the successful small luxury brands started from a frustration: a fashion piece which did not exist, a service that was not top-notch, a CSR concern, a gift they would have loved to offer to their kids, etc. It’s from this sweet spot that success can arise — a genuine personal story which becomes the foundation of the whole value chain,” says François. Similarly, Bernstein analyst Luca Solca highlights watch brand A Lange & Söhne’s rapid growth, owing to its clear aesthetics and brand proposition. »





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