By Matt Ferebee and Josh Lane
Luxury and premium brands are always confronted by the challenge of growth. Growth into new geographical markets, new product lines, or new consumer segments. However, pitfalls in the choice of the way to grow are amplified by the risk of losing the discerning consumers who have aligned with that brand. Thus, how does a luxury brand grow without jeopardizing the loyalty and reverence the brand has earned over decades?
Established luxury brands have become established in part because they have consistently delivered a caliber of craftsmanship in product or experience to discerning consumers.
In response, many of these same brands have molded and codified internal corporate cultures to meet expectations. While this codification has enabled brands to grow and scale, cross boundaries, and shape consumer perceptions of the brand, it also created a process to manage risk.
It’s often forgotten by many that these same iconic luxury brands were once the risk-takers. Pioneers like Cesar Ritz or Thierry Hermès created new consumers as much as they created new products and brands.
Brand collaborations represent one such way for luxury brands to spark growth, however the luxury market is full of meaningless collaborations that do little other than attach one brand’s logo to another brand’s product. To earn influence those collaborations must be unexpected in strategic ways and they require a bold creativity in approach and an acceptance of new risk.
Late Checkout: A Ritz-Carlton Story
“The Ritz-Carlton brand has been beloved for more than a century, but we understand that we must continually evolve. Part of that evolution is in taking strategic risks in how we engage the younger affluent consumer,” said Hilary Crist, Director, Global Brand Marketing for The Ritz-Carlton. “But those risks must always complement and remain true to the character and expectations of the Ritz-Carlton brand.”
Several months after Crist made that observation, The Ritz-Carlton launched its first-ever capsule collection with the Madrid-based fashion label Late Checkout. Many thought the collaboration was innovative and ingenious, while others believed it was misplaced entirely. However, the brilliance of the partnership was the complementary nature between the two brands, an alignment that the younger generation of affluent travellers applauded.
Photo by Flaunt Magazine
“As a brand whose whole aesthetic revolves around hotels, collaborating with The Ritz-Carlton and being able to add our unique vision and narrative is a dream come true and a full-circle moment for us,” said Alex Turrion, Creative Director of Late Checkout.
The most interesting aspect of this collaboration is the view into the ways this iconic hotel brand is self-reflective on how the unchanging pillars of the brand, craftsmanship and creativity, can be expressed in unique programs. Programs that create fresh experiences for the loyal Ritz-Carlton guest and compelling to the younger affluents the brand must attract.
This collaboration showed bravery and introduced The Ritz-Carlton into conversations with new audiences. Only time will tell if innovative partnerships such as this will succeed, but the creativity of this approach makes this a worthy risk for a century-old luxury brand.
Redefining Expectations: Lexus and Monogram Appliances
Two well established luxury brands, Lexus and Monogram, have rarely been considered design leaders. Over the decades each has solidified a share of the luxury market among affluent consumers based on reliability and consistency of performance, while yielding to competitors on style and aesthetics.
However, a collaboration between the two represented a desire to alter the narrative by embracing a dialogue on innovation and creativity. The intent was a partnership so unexpected that a person was compelled to think about how this Lexus would fit into their life.
In the Summer of 2024, Lexus and Monogram debuted a bespoke concept vehicle to support the launch of the redesigned Lexus GX and appeal to culinary, wine, and spirts aficionados. This concept merged driving with dining in a way that made the automotive and culinary worlds take notice.
Photo by Monogram
The design was led by Richard Anuszkiewicz a celebrated interior designer and Monogram’s Creative Director for its Designer Collection. He concepted a culinary and entertaining story that emphasized materiality and intentional specialty integrations that accentuated the new design of the Lexus GX as well as the beauty represented in Monogram’s new collection.
More than simply badging the Lexus GX with subtle Monogram enhancements he designed the interior of the vehicle to incorporate Monogram’s 30″ Smart Flush Hearth Oven, the Forge Heated Ice Press, an exterior Wine and Bourbon Storage System, Chilling Compartments, a Plating Station, and a full Wine and Spirits Bar including a bar kit, glassware, bitters and a folding cutting board.
Photo by Monogram
The result was not a product to be purchased but an experiential activation that fascinated and delighted. It represented a design perspective that pushed both brands to embrace an expression of creativity that had not been associated with either in the past.
Ultimately, it was a thoughtful and engaging way to begin to change perception and inspire a new segment of affluent consumers to reconsider both Lexus and Monogram.
Final Thoughts
Consistency of experience, craftsmanship, and an enhancement of one’s life are all tried and true principles of luxury brands. However, creative brand leaders should strive to find those sharp, unexpected, and strategic collaborations that can elevate a brand in meaningful ways and build long-term brand affinity, so the brand remains relevant and admired as generations pass and tastes evolve.
About FerebeeLane
FerebeeLane is a brand strategy and creative agency that works with premium and luxury brands to engage the discerning affluent consumer. For the past 20 years the agency has collaborated with beloved brands such as Le Creuset, Blackberry Farm, Miele, The Ritz-Carlton, Baker McGuire Furniture, Vail Resorts, Chimay Trappist Beer, as well as numerous other Relais & Châteaux properties, and other luxury brands throughout the home. To learn more about FerebeeLane or our perspective on the discerning affluent consumer please contact Josh at josh.lane@ferebeelane.com
