It’s okay to stray.
LUXURY INSIGHTS | January 19, 2025
Timeless insights for luxury brands.
Sometimes it is okay to stray…
Particularly in an economic climate that predicts several luxury retail segments will only begin to recover in the latter half of 2026, it is okay—actually, it is likely imperative—to stray from your ‘normal.’
Luxury brands must find new ways to gain market share and retain existing clientele, and this calls for adventure within certain constraints.
01. INSIGHT
“All brands are built up through coherence. Everything that is a sign of the brand must express the brand, even if the logo is not visible. Coherence, however, should not mean repetition or uniformity. In the world of luxury, surprise is part of the mission. Luxury brands are to be innovative and creative to qualify as exceptional.
Non-coherence is not incoherence.”
Except: The Luxury Strategy, Kapferer & Bastien
02. INSPIRATION
“Learn the rules like a pro,
so you can break them like an artist.”
- Pablo Picasso
03. INTENTION
Infusing life into your brand this year could well mean coloring outside the lines.
Maybe that means introducing an accent color to your usual brand palette,
a sense of humor to your refined communications,
or an irresistible new service to your offer list.
Whatever it is you choose to break the rules with, how can you do so while maintaining brand identity and recognition?
Remember, your business cannot scale unless your brand is memorable.
Have a wonderful week,
Creator of Luxury Insights
Founder of The Luxury Copywriting Company
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