Luxury brands must focus on what’s unique
Chief executive of Walpole, the official body for the UK luxury industry, Helen Brocklebank, has said she believes “hyper-localisation” will be one of the keys for a successful recovery for her member companies following covid-19.
In comments to media in Asia, Ms Brocklebank said that when visitors are allowed to return to the UK and to visit the boutiques and shops the 270 Walpole members run there, offering products that are not available anywhere else will be an important strategy.
She explained that, for many high-end consumers now, a smartphone is a “window onto everything”. In the face of this, she urged luxury brands to focus on what is unique about the products they can offer so that visitors will have something special to show off when they return home.
The chief executive suggested that products made in the UK from local materials would hold a strong appeal.
Image: Walpole
