Superluxe

observations in the luxury industry

Posts filed under ‘Branding’

Religiously LV

12.25.2009

I’m starting to think many consumers follow brands a little too religiously.

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Freshjive

08.20.2009

Freshjive is a streewear label that is planning on being one of the world’s first anti-branding campaigns by stripping their logos from their clothes (outside the garments and on the labels themselves).

“Throughout the years I’ve become uncomfortable with this business of branding and brand identity. I’m not the type of person that buys something for the brand name.” – Rick Klotz, owner of Freshjive (more…)

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Celebrity Endorsments

03.29.2009

Celebrity endorsements and luxury brand development almost works hand in hand. These brands nowadays seem so reliant on celebrities to act as a spokesperson/brand ambassador. Just look at red carpet events, where celebrities are drenched in jewels and glamour, each and every one of them becomes a walking billboard. (more…)

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Brand Next

03.27.2009

Brand Next is a project by creative firm, Wolff Olins that describes how brands of the future will be very different from brands of the past. “Taking an aspect of the Brand Next thinking, The Store for Tomorrow explores the idea of brands as platforms for action, helping people do more and do better. The show invites guest not just to look, but to do something. In the Store for Tomorrow, you don’t pay to get; you give to get. (more…)

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Logo No Logo

09.16.2008

Looks like conspicuous consumption is still lurking around the corner(based on an eLuxury question of the day). I find it fascinating that logos which were once thoughtfully stitched into couture are now decorating everything from iphone cases to doggy sweaters. When will this invasion of the logo end? I guess it’ll only end when the habit of conspicuous consumption becomes something of the past. (more…)

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Brand Tags

09.05.2008

Brand Tags is a collective experiment in brand perception. The basic idea of the site is that a brand exists entirely in people’s heads. Therefore, a brand is whatever a consumer says it is.

I was curious to see what people said about the Gucci, Louis Vuitton, and Burberry brands and most people considered them to be expensive.

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