16 Feb '17, 10am

How emerging luxury brands can go-it-alone internationally

Despite the safety of seeking partnerships and conglomerates, with all their knowledge of Western markets, another option for an emerging brand to expand internationally is to break into international markets by itself. This is a difficult process given the amount of resources, networks, and franchise value required to start from scratch in a new market. And in order to make it successful, up-and-coming luxury brands must follow these key steps. Excellence first, legitimacy second First, it is essential to ensure that the brand has recognized excellence, is differentiated from similar products within the same category, and portrays a set of distinct and unique value propositions, both in its product and service offerings on their home market. For example, Louis Vuitton proposes that its roots are in travel bags, whereas Hermés proposes that its roots are in its craftsmansh...

Full article: https://www.luxurydaily.com/how-emerging-luxury-brands-ca...

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