The word “craftsmanship” is often synonymous with luxury: from limited edition collections of furniture to high fashion statement pieces, the phrase evokes the durability and excellence of exquisite products – pieces worthy of consumers’ investment. Luxury craftsmanship goods are undeniably well-made.
With the increase of unique experiences by luxury consumers, brands have the need to find new ways of making their craftsmanship more tangible. Providing personal services – made only by appointment, offering sustainable business practices and linking both online and offline experiences, are some strategies the most prominent luxury brands are bringing to the table.
While physical goods echo the time, patience and craftsmanship of luxury labels, today’s astute clients are looking for something more. Consumers pursue exclusive experiences and memories that allow them to feel integrated into a brand’s identity. So how are luxury brands making their craftsmanship tangible?
Bespoke and by appointment only
Offering services by appointment only have become associated with a bespoke service, that is designed to reflect precision, excellence and the personal attention that consumers desire.
Portuguese luxury interior design brand Boca do Lobo, is one of the top examples, for this type of services.
Offering a fully bespoke service using high-end luxurious fabrics from the finest techniques, which can be transformed into any finish of the client’s choice, making the piece completely unique and theirs. Creating everything in-house, they work with Portuguese artisans, creating elegant, timeless pieces.
Through the brands’ doors have passed generations of talented craftsmen – who’ve formed lasting relationships with the customers, creating bespoke furniture that has been long treasured. It’s their commitment to service and excellence that has secured Boca do Lobo’s reputation.
The rise of made-to-order
Today’s consumer seeks experiences from mission-driven luxury brands who have incorporated responsible business practices into their company DNA. Illustrating their commitment to responsible practices, a growing number of designers are incorporating innovative fabrics into collections and working with socially responsible manufacturers to produce on a made-to-order basis.
Luxury fashion brand Hèrmes has a commitment to using sustainably obtained materials on their work. From extraction in the mines to sales of jewellery in Hermès stores, the house’s diamond operations are in tune with the international Kimberley process. When purchasing an item, customers are given a certificate detailing this guarantee of ethical compliance.
An experiential future
In this constantly-on digital world, physical interaction is once again gaining motivation. Costumers seek to feel integrated into a brand’s aesthetic and ethical identity. They’re looking for an experience that goes beyond merely buying or shopping online.
Covet House Douro is a project created by the Portuguese luxury group COVET GROUP and it features furniture pieces from some of the world’s most recognized and prestigious furniture and lighting brands. A place where visits to the house are available by invitation only, it represents part of Portugal’s culture and history and is the ultimate experience of lived-design specially conceived for all design lovers worldwide.
Smart luxury brands understand the need to actively engage and build a relationship with the consumer, showcasing their luxury craftsmanship at its finest and offering the opportunity to truly connect in both ‘offline’ experiences and real encounters.
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