Luxury buyers choose quality and subtlety over brash logos

Isaac Mostovicz writes...


Photo by S Baker

While many luxury brands are plastering their logos in more places, fashion house Bottega Veneta continues to offer logo-free designs that are marked by quality, not flash.

This profile of Tomas Maier, Bottega Veneta’s head designer, in the New York Times today provides a great example of how companies can go after a small market of ‘in the know’ quality seekers and be very successful.

Maier doesn’t offer three different sizes of a bag at different price points; he believes that one bag, if it’s of high enough quality, should be good enough. Bottega Veneta uses fabrics and leather of the highest quality and pays attention to details that other clothing and handbag makers might ignore or overlook. From the article:

While other designers were producing dart-free baby-doll dresses as if they were so many Fords, he concentrated on deceptively simple, painstakingly constructed styles priced from about $1,200 to $6,000 for an evening dress. The dressmaker touches — ruching, serpentine seaming, hand-beading and elaborate pleats — are recognizable to a small but informed clientele.

This sort of attention to detail allows people to appreciate luxury in a subtle, more demure way, which could be appealing given the current state of the economy. Said Milton Pedraza of the Luxury Institute:

[Affluent consumers] don’t want to be screaming luxury right now. They don’t want something flashy that everybody else has. They are looking for unique handcrafted things that can’t immediately be reinterpreted at every level of the marketplace.

Read the full article here.

You say of this article...

Bookmark and Share