Posts tagged Levi’s
While perusing the latest magazine issues and reading the various e-newsletters, I have noticed a clear trend: almost everyone seems like they’re trying to position themselves as a heritage brand.
Louis Vuitton have beautiful pictures of beautiful craftspeople manufacturing their goods, Gucci show a black and white (or is it sepia?) shot of the inside of their factory in their “FOREVER NOW” campaign, Hilfiger have a whole “heritage” story featuring a family….
Even products and collections now have “heritage” attached to their name: Halston Heritage, True Religion Heritage Jeans, Barbour Heritage collection, J. Crew original-fit heritage chino(!)…Fashion newsletters are telling you to go and invest in heritage pieces that range from Levi’s jeans to some obscure brands that produce vintage-looking items.
While using heritage in marketing in a subtle, authentic way can prove to be a clever strategy for brands who actually have heritage such as Louis Vuitton (founded 1854 and still in the same line of business), using it too loosely and in an obvious manner can be perceived as uncreative, desperate even, and it makes customers wonder why…just saying.
In the present troubled times, if they shop, consumers would rather spend their money on “sure values” – products of high quality that are trend-proof. This allows them to not feel guilty about buying stuff in times where “careless spending” seems so last decade.
Today, tradition and heritage are a brand’s most valuable assets, as they are reassuring and make each spent cent feel like an investment – people are not spending money, they are investing in timeless pieces that can be used/worn/carried/driven… for a lifetime.
But what does a brand do, if does not have a long tradition and heritage in order to attract customers driven by “safe spending”?
In my opinion, the best answer has been delivered by J.Crew (I won’t be mentioning Oprah or Michelle Obama, I promise).
The April J.Crew men’s catalogue and derived campaign feature products with a history, with heritage, products that are not originally J.Crew, but that have been commissioned and curated by J. Crew and introduced to their April’s men’s catalogue: Levi’s®, Ray Ban®, Alden®, Timex®, Superior Labor, Baracuta® , Adidas® and many more.
With this brilliant move, J. Crew have proven that in order to project authenticity and heritage you don’t necessarily have to be an old company with a tradition in manufacturing high-end goods. You just need to tattoo your brand with the heritage of others. Brilliant.