Why do luxury brand exists
Based on basic business principles, we know that the purpose of a business entity is to earn maximum value for the shareholder, or to turn a profit. However, generating revenue isn’t always the sole reason luxury brands or goods are created. There are many other reasons that have served as impetus for a brand’s creation. What are they?
What is a brand’s raison d’etre, or reason for being? Identify one brand in fashion, one brand in watches and jewelry, and one brand in automotive, and give your opinion on what could have been the motivating factor of the creator. What was the original raison d’etre, and explain whether that reason to be has evolved and changed from the brand’s inception until now.
Delving deeper into the motivations behind the launch of luxury brands beyond revenue reveals a complex interplay of values, aspirations, and cultural influences that drive their existence. At the heart of many luxury brands lies a commitment to heritage preservation and cultural continuity. This dedication often stems from a profound reverence for tradition and artisanal techniques inherent in their respective industries In addition, luxury brands, emerging as bastions of artistic expression and creative innovation in their early stages, challenge conventional norms and redefine design and aesthetics. They serve as vehicles for pushing the boundaries of creativity, captivating and inspiring audiences with their avant-garde approaches.
Fashion Brand raison d’etre – Vivienne Westwood
At the core of Vivienne Westwood's brand purpose lay a fervent commitment to subversive expression and cultural rebellion, epitomized by her punk-inspired aesthetic. Through her designs, she boldly challenged social norms, disrupted the status quo, and encouraged individuals to embrace their identities authentically, serving as a form of protest against mainstream consumerism and conformity while fostering self-expression and individuality.
Beyond fashion, Westwood's brand was a vehicle for political activism and social change, with her outspoken views on environmental sustainability, climate change, and social inequality resonating deeply. Using her platform as a designer, she raised awareness and supported causes such as Greenpeace and climate justice, embodying a fusion of fashion and advocacy. Furthermore, Westwood's fearless creativity and rebellious spirit exerted a profound cultural influence, shaping the zeitgeist and influencing fashion, music, and art movements worldwide.
Jewelry Brand raison d’etre – Chaumet
Chaumet revolved around preserving its rich cultural heritage and legacy. As the official jeweler to the French imperial court, Chaumet played a pivotal role in shaping the aesthetic of the Napoleonic era, influencing trends in fashion and jewelry design. The maison's archives, which contain a wealth of historical documents, sketches, and artifacts, serve as a testament to its enduring legacy and artistic vision.
Chaumet's commitment to craftsmanship and excellence has been a cornerstone of its brand purpose since its inception. The maison's master artisans, known as "Les Mains de Chaumet," meticulously handcraft each jewelry piece using time-honored techniques passed down through generations.
Automotive Brand raison d’etre – Ferrari
Ferrari's brand purpose upon its launch was driven by a passion for racing, innovation, and the pursuit of automotive excellence. Enzo Ferrari founded the company in 1939 with a singular focus on motorsport, seeking to compete and win at the highest levels of racing competition. Ferrari's early purpose was deeply rooted in the quest for speed, performance, and technical superiority, with a commitment to pushing the limits of automotive engineering. The brand's participation in motorsport events such as Formula One became synonymous with Ferrari's identity, serving as a platform to showcase its engineering prowess and racing pedigree.
Beyond racing, Ferrari aimed to create exclusive, high-performance sports cars that embodied the thrill of driving and captured the imagination of automotive enthusiasts worldwide. Its iconic prancing horse emblem symbolized power, prestige, and Italian craftsmanship, reflecting Ferrari's status as a symbol of automotive excellence and luxury.
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