Page 44 - enLIGHTenment Magazine - September 2017

T

HOW TO BUILD A

LUXURY

BRAND

Christopher P. Ramey from A uent Insights/The Home

Trust InternationalM — a digital design center and network of

resources for the home including tastemakers, artisans, and

advisors — shared his insights with interior designers a ending

last month’s Las Vegas Market.

W

ith a nod to notorious bank rob- the table is di erent from anyone else. Noting that
ber Willie Su on’s wry response the executives at Italian car manufacturer Lambo-

to the question, “Why do you rghini start with the same “core” – i.e. a steel frame,
rob banks?” luxury expert a long-life ba ery, rubber tires – as South Korea’s

Christopher Ramey quipped,
Kia, Ramey explains, “It’s what each brand does with

“We serve the a uent and sell luxury because that’s [those materials] that ma ers” and di erentiates
where the money is.” His seminar – geared toward their brands. “You need to have that li le something

interior designers, but equally applicable to manu- extra, that je ne sais quoi,” he stated.
facturers and retailers – outlined Ramey’s Laws The commitment to being a “luxury” brand needs

of Luxury marketing strategies for selling a uent to be a solid one. “Louis Vui on is not luxury some

customers.
of the time; it has to be luxury all of the time,” he re-
marked. The idea of “luxury” doesn’t have to mean

Do a Dna test
staid or traditional either; “Luxury can be whimsical
The rst thing to determine is how what you bring to
and fun,” Ramey pointed out, citing French fashion

42 enLIGHTenment magazine | september 2017
www.enlightenmentmag.com