20 November 2009 - 17:31A new strategy for luxury brands: usability and practicality

Lets face it, a Gucci purse for 10k is not the most practical item to own. Practicality and usability are generally not the two words that come to mind when thinking of luxury products, which is why they had so much trouble in the recession, but Oakley has decided to change that image and others are following in their lead.

Oakley has just launched a pair of $4,000 sunglasses made of carbon fiber implementing the same technology used to manufacture Formula One race cars. The glasses are meant for consumers who engage in outdoor activities anywhere from rock-climbing to cycling.

At the same time, these luxury brands like Oakley and Piaget, that highlight their products’ durability and functional qualities, are using digital marketing to go along with this theme. Although most high-end brands, including Gucci who developed a popular iPhone app, have realized the importance of the Internet to their business like Peter Speake-Marin who sells Swiss watches for over $31,000 and uses only the Internet to advertise.

As the image of luxury brands seems to shift to more practical grounds, so does their advertising strategies which are gravitating towards the web and gaining popularity with consumers.

Luxury Brands and the Case for $4,000 Sunglasses

http://www.oakley.com/elite