20/07/’20 – Each company has the goal of success and the desire to create a fascinating story. Be it fashion or food, as well as any other sector, the aim is always and in any case to be talked about and affirm its products on the market.
As the market fills with interesting and excellent solutions for customers, it is increasingly difficult to identify the ideal strategy to win the commercial challenge and create profit as well, being able to create a unique story and renew their successes.
There are two ways to go, compete with most of the companies engaged in product development, your services, the design, functions and accessories, improve distribution or invest in communication and promotions, OR work on a new project and aim to become a’ ICON !
There are several interesting examples of brands that have invested in this direction and reap the benefits of their vision as well as a well-crafted business scheme..
One of these comes from BACCARAT, the historic French crystal manufacturer, always manufacturing excellence for the creation of beautiful objects in pure crystal, that at some point in its history decides to leave the chorus and unlike other big brands like Lalique, St. Louise, Murano, dedicates resources and ideas to development of exclusive lounges&cocktail bar with which to enhance its excellence and give the lights and reflections of its glasses, of its bottles and chandeliers to the creations of renowned chefs and bartenders.
The latest creation is an intimate and welcoming Bar in London, in the exclusive Knightsbridge neighborhood, made in collaboration (and inside, al lower gorund floor) by Harrods. A place that aims to immediately become a Top Destination in the British capital, under the guidance of bar manager Cameron Attfield (World Class Bartender Of The Year 2019) who personally oversaw the choice of cocktail making techniques also based on the luminous effect produced by the Baccarat crystals. A study that is not affected or simply self-congratulatory, but which denotes the company's attention to details that make the difference and complement the production excellence in terms of communication and customer relations. An investment not in premises and equipment, but in exclusivity.
The company's tactic was therefore articulated in new experiences for a crystal manufacturer who, despite all his history and craftsmanship, has shown that he wants to keep up with the times and interpret his relationship with customers in a new way.
Hence the strategy of places to admire and use the products, but above all the tactic of attraction in an exclusive context and not on a catalog or on a store shelf. Both for those who have the opportunity to enter the world of Baccarat enjoying an exclusive cocktail, and for those who will read with curiosity and interest through suggestive images and interviews what the company has achieved, the brand will be an icon and not simply an excellent producer of something inanimate.
The company goes even further, in co-branding with the hotel sector, until “to sign” the Baccarat Hotel in New York, with many pieces from its collections to furnish rooms and spaces of the accommodation facility, as well as setting up the exclusive Lounge Bar where everything on display is also for sale.
Strategies play an increasingly important role in the management of a company and its brand. MITO Luxury invests energy and time in the analysis and study of techniques, tactics, opportunities and brand characteristics on which to apply a successful strategy, that is not ordinary or simply already widely spread.
From here we build the positioning and a road that points to success, in some cases even in the form of an icon.
For information: management@mito.org.uk
