If like me you do this leather thing full time as a business or you have a little side hustle selling your goods for extra income, marketing is a bit of a big deal!
Often times, depending on your marketing strategy, if you make bespoke leather goods to order, you can quite easily fit what you do into the category of 'luxury'.
Here is a podcast (audio only) giving my thoughts on a marketing book that I enjoyed reading called 'The Luxury Strategy' by Jean-Noël Kapferer and Vincent Bastien.
Click to listen:
Each of your podcasts is a gem. The best way to compete is by selling premium goods at a premium price. We can’t compete with India, China and Amazon. I’m still searching for a way to reach those premium customers, but my philosophy of “if you make it, they will buy it” seems to be working out. The “buy local” movement helps.
Hi Philip, the podcast link does not seam to work. Would love to hear your thoughts on this one, I was pondering if I should get this book for a while. The only thought that's holding me back from buying it, it seams to me that it refers too much of big corporations of luxuries and heritage brands with a devout client base. It is somewhat different from modern artisan luxury leather goods. I am learning with difficulty that clients who love and afford luxury prefer to associate themselves with the big names, and only sometimes they learn to trust new designers. Its a long term play and a different learning curve, the clients are very different beasts now.
I have few other titles to recommend as well, very good to understand and learn from. "DELUXE, how luxury lost it's lustre" by Dana Thomas, is one of them. Read it few years back and flicking through it again, it talks about fascinating world of luxury as well as it's darker corners of consumerism.. and the world of celebs, Oscars, stylists,.. but not the new phenomenon of Influencers.
I loved the podcast and will be looking into getting this book in a few months.
Thank you for the great recommendation!