also called as Contemporary Brands…A heterogeneous group of companies born under an entrepreneurs vision with the control of manufacturing and distribution aspects.

Characteristics of Premium brands:

  • Most of them born with a fantasy name, also some designer brands with more affordable concept, but not too extreme in terms of fashion with a right value of money
  • Good customer service and a strong communication strategy based on advertising program
  • Extensive use of digital media
  • Competitive advantage based on marketing mix
  • industrial and commercial vision, not fashion designers intuitions leaded

Premium brands mainly occupy the Bridge segment and represent a very fast growing cluster today because:

  • offer the right mix and match products
  • carry tangible or imaginary surplus value in the upper mid- to high price range
  • are perceived less as a commodity compare to the Mass market
  • are more affordable than Designer brands
  • are designed to convey an impression of exclusiveness or rarity, they promise life enhancement but not a status
  • have a distinctive and engaging brand story
  • are transparent about where exactly and how their products are made/sourced
  • their products live up to or exceed expectations – usable, intuitive, personalised, visually and tactilely rewarding craftsmanship.

Examples of Premium brands:

  • Liu Jo
  • Pinko
  • Diesel
  • Coach
  • Paul Smith

Due to a one of Global Audit, prepared for LVMH by Singleton Ogilvy&Mather, Premium brands:

  • are people focused
  • never afraid to stretch out and head in a new direction
  • loved for their unpredictability and innovations
  • have a vision of the world and opinion on everything
  • find innovating ways of marrying consumerism and responsibility – ethical behaviour no longer requires sacrifice or abstention, but can be fun and easy
  • no longer about showing off labels
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