Brand’s Culture exists in the whole process of the products.
At present, luxury brands are facing a complicated condition. They are unable to classify the products to specific categories very much, with the reason that variety of products is sold at different prices and there are customers from different countries and classes. Actually, they can’t find out what are the points that the folk born at 1980’s and 1990’s care about. These folks are the troublesome buyers for they have little knowledge of the history and culture.
However, SALVATOREFERRAGAMO CEO Mr. Norsa doesn’t agree that. He noticed that Ferragamo’s traditional culture is influencing the image of the Brand. Customers from Hollywood or Asia, they all know the history of FERRAGAMO which is pressing as An American Dream of a modest Italian boy.
“It is not easy to definite the tradition. It owns different meanings for different brands,” said Norsa. Luxury Brands have they own commercial value, which is including the present and the future, of course including the past. Therefore, the historical culture of the brand is the good element for the marketing when the companies are promoting the products.
Apart from the historical culture, the elegant crafts are the other important element for promoting the goods. And GUCCI BAGS are doing well in this field.
TOD’s CEO Diego Della Valle said, “The tradition of an awesome brand is existing in the whole process of the products, including the crafts and knowledge of the craftsmen. These crafts and knowledge are always the heritage passed from the fathers to sons.” He continued, “Many brands in middle class are spending too much time in promoting the name but not the quality of the brand. In fact, high quality and top standard are much important. Only keep these in mind can the brands own their unique and advantages from other brands.”