Archives par mot-clef : Luxury

Luxury & sales force: learn to manage brand ambassadors

Of the top fifteen international luxury brands, seven are French. French brands represent 25% of the world market in luxury personal assets (fashion, accessories, perfume, watches and jewellery), or 212 billion euros (Cabinet Bain & Company – 2012). (1) In this sector, where making the clients’ dreams come true is essential, the sales force plays a vital role. Michaela Merk, a specialist in marketing and international retail, chose to spend 4 years researching the link between the brand and its sales force.  What alliances should be created? What is the best way to manage a sales team so that they embody the brand values? In April 2014 Michaela Merk published a methological book: Luxury Sales Force Management.

“The link between the brand and its sales team is a very close one,” explains Dominique Perrin, non-executive Director of the Richemont group, “management needs to bring the brand to life to the point that it becomes a ‘loved one’ at the heart of the sales team.” (3)

Thierry Mugler makes its customers feel like stars

« If without perfume, we are nothing, without  image, perfume is nothing, » believes Alain Montandon, professor emeritus of General and Comparative Literature. (1) More than just a simple fragrance, perfume evokes a feeling and an image. Using it is therefore very symbolic for women. Fragrances are surrounded by connotations that brands carefully build and manipulate.

To perfect the relationship between consumers and their perfumes, Thierry Mugler pioneered a unique loyalty strategy.