creating a brand: luxury

Gucci, on the other hand, differentiates itself with its distinct sensual character, rooted in the Lover brand archetype. Their communication style, characterised by boldness, sexual provocation, and controversy over the past two decades, has helped create a unique brand identity that speaks to the “fashion dreamers”.

For instance, Chanel’s focus on timeless elegance, liberated femininity, and uncomplicated luxury sets it apart from other high-end brands, emphasising simplicity over extravagance.

Luxury brands like Chanel excel in storytelling, emphasising their heritage, values, and the unique experiences they offer to their customers. For example, Coco Chanel’s revolutionary efforts in reinventing the fashion world and liberating women from certain constraints have become an integral part of the brand’s story and identity.

Luxury brands should focus on offering high symbolic value, differentiation, and exclusivity to a niche segment of consumers who prioritise high-status associations.