LOEWE: How a Designer Fashion Brand Makes Customers Want to Want Them
Why do people buy luxury?
Perhaps it’s the quality. Luxury goods are usually made with premium materials and premium craftsmanship, meaning they are more durable and will last longer.
Perhaps it’s the prestige. Luxury products, consciously or unconsciously, serve as social signifiers when worn in public due to their sky-high prices.
What all consumers of luxury inevitably buy into, however, is the storytelling of the brand. Although it’s a factor that is more often overlooked, heritage and storytelling make up an integral part of the identities of all the top designer houses. Their collaborations, connotations, and history are what customers connect to on a personal level, what makes their products appeal to individuals enough to pay hundreds and sometimes thousands of dollars more.
In recent years, no designer brand has exemplified the intangible power of storytelling and identifying with customers quite as effectively as Loewe. The oldest luxury designer in LVMH’s portfolio, having been founded in 1846, this Spanish fashion house has been led by creative director Jonathan Anderson…
