You haven’t really made it until your brand has broken ground in Paris. This is the consensus of the industry. Many global brands have struggled to break into the Paris luxury world, including the likes of Victoria’s Secret who, despite its popularity in the US and its highly received televised fashion show, remains somewhat excluded. In spite of its retail space installation at Paris-Orly in 2016, Victoria’s Secret is not a household name & lacks that sought after stand alone brick & mortar in the city center. To be quite frank, with Paris as the birthplace of lingerie - I mean, the word lingerie is French after all- it is rather common to find lingerie at various price points without compromising quality. For instance, the brand ETAM, which is essentially the Forever21 of lingerie, retains quality & has a selection which surpasses the “higher-end” Victoria’s Secret. As a result, the brand never really stood a chance in the Parisian market. Moreover, there are very good reasons for this, which brings me to how French luxury goods have set the bar for the fashion industry:
Your brand is more than just a visual aspect, it is about generating an emotional response with your target audience by getting them to connect with its message & heritage. French fashion houses have mastered the art of creating a lifestyle experience through their products and in essence, selling you the life of your dreams. As a result, the logo becomes a status symbol.
In every shopping experience in Paris, from clothing to pastries, visual presentation is paramount. When ordering your Macaron from Ladurée or other shops, the packaging can often be used as a keepsake-yes, it’s THAT pretty. This is all intentional and ties in with branding. It is a way to identify their products through colors & font, just by looking at a tote bag or box.
This trait comes in the form of consistency in their product with regard to the textiles or ingredients as well as the finish or flavor. It is all about the feel and craftsmanship of the products. Made in France, says quite a bit about the products because they are held to very different standards than anywhere else. Yes, it is true, several fashion houses produce goods in China and other locations in Europe. However, there are quality assurance checks to prevent inconsistencies. A part of French culture in luxury goods is about Savoir Faire. It is the attention to detail in various steps of product development.
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