How to achieve eternity in luxury

Elegance is not the prerogative of those who have just escaped from adolescence, but of those who have already taken possession of their future."

Coco Chanel

These legendary words of Coco Chanel come only to confirm that the creation of a luxury brand is not an option, but the determination of a lifestyle.

How some people, pieces and works of art, or even brands transcend the years and become timeless and immortal with no more effort than what it needed then, when it's the same Time with which they were built who insists on making us forget? The dizzying events of our lives and the countless knowledge and discoveries we face daily, fail to rip out from our minds the values ​​they represent and we maintain in our minds as an example of these values ​​from generation to generation.

In order for a luxury brand to reach eternity, it all depends on its founder, although some brands come from the idea of more than one visionary founder, it's him/her whom imprints his/her vision, values ​​and personality into the brand long before the brand even has a name, by the conscious process of creation.

And it's these values, these principles and vision that give strength to the brand, so if they are not strong and consistent enough, the brand will never go far. They are the roots that will support the brand throughout time and through which the brand will feed and grow over the years and centuries.

Luxury is solid as gold, inside out, and all the projects that want to fit within the category of luxury should be just as consistent. Even if what you sell is costume jewelry or gold plated, there's nothing wrong to admit it and be honest with the market, since luxury covers a broad multispectrum of frequencies which admits so many things, as long as they're solid and are built with strong roots.

Believes, words and actions are the pillars that support the brands, because they are the ones that define their founders. Without these three pillars it is impossible to stay in the luxury market for long, because sooner or later the gap between them will be such that the whole structure will collapse, and surely now the reader has several cases coming to his mind.

We can not expect to create something great with a tiny mentality and dubious values. We can not expect to create luxury with gold plated pieces sold at the price of gold, because that is not and will never be luxury. We can not pretend to be what we are not, or even try to reach higher levels that we'll never reach if they are not founded with strong principles and ethics. We can not pretend to think that luxury is built in four days, without giving it the time required, since luxury is made out of Time.

Therefore, there are no magic formulas, no shortcuts or easy ways to create fancy tricks. To create luxury you must stay strong, because you'll face numerous challenges, mainly because you want to live surrounded by excellence, not by mediocrity.

Entrepreneurs who have created, or are thinking on creating, a brand that operates within the luxury market, should take into account several considerations:

• Luxury brands are created with the intention that endure over time and need a long time to be built in, sometimes a lifetime
• There should be a total rejection to conformity, since doing enough is never enough
• There must be a constant and almost unhealthy search for excellence to systematically discover, innovate and improve products and services and their processes from design to creation
• There must be a creative philosophy of freedom of thought that enrich the company even with the smallest details, because details are what make the difference in luxury
• There should be a commitment to put all the love in everything that is done by each and every one of the employees, executives and shareholders to benefit customers and society as a whole
• There must be a commitment to honesty with the market, employees, suppliers and, of course, with customers
• Finally, entrepreneurs must learn to speak the language of luxury or luxury itself will throw them out of the market.

I could make the list much longer, almost endless, but if entrepreneurs take these words as their own when they create and manage their brands, they'll be well contributing to the creation of a strong luxury market that will benefit them and all who play in it, and also, the rest of sectors of service, commerce and industry who are affected by it.

Remember: Whatever is the question, the answer is always: ♥Love♥

BRANDING | MARKETING | INTERNATIONAL BUSINESS | COACHING 

Please follow our NEW page Magneter Academy in LinkedIn. Soon we'll launch a new academy about luxury and the Magneter Model for luxury brands.

Francisco Javier Trigueros Romero 
Luxeter
CEO at Magnates World
Luxury Business Platform for Hispano-America
francisco@magnatesworld.com 

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