Just attended the AIGA Design Lecture Series featuring Andy Spade, who is currently the creative director/founder of Partners & Spade – a new studio that specializes in advertising, publishing, art and film. I’ve always liked how he and his wife developed the Kate Spade and Jack Spade brands. What makes them stand out amongst many high end brands is that they invite the consumer to feel like a character in their stories.
I strongly believe that luxury brands should continue to evolve themselves and move away from branding themselves based on their history and heritage. I have a hunch that new consumers are going to care less about heritage and more about the personal experiences they develop with the brand. Luxury brands should be on the forefront of creative change, however, it seems like they’re too afraid to do anything drastic.