What Makes a Brand Successful?
- Tavia Cox
- Sep 4
- 3 min read
There are so many brands in so many industries sometimes it’s hard to keep up with them all, but we always tend to know the “top” brands or our favorite brands. But why are they our favorite brands/the top brands? Why do we keep up to date with them and what’s going on in that particular industry or with that specific brand? What makes these brands successful? What’s the reason for their growth? Lets take a deeper dive into these questions by taking a look at my two favorite fashion brands: Chanel and Hermes.
Chanel and Hermes are both very well-known and respected luxury fashion powerhouses that have been around for a while now. They have even been voted the “best global brands” of 2024 with Hermes in 22nd place and Chanel in 23rd place. But why are they the best global brands? What has made these brands stick around and become so successful in the luxury fashion industry where other brands and businesses have failed? Let’s start with Hermes.
What Makes Hermes Special?
Hermes is a family-owned company that began in 1837 as a harness workshop, Hermes has since evolved from that and now is one of the leading luxury brands in fashion and beauty. Hermes has always prided themselves on keeping up with the times, by stepping into new eras without fear. They value keeping up with the expectations and demands of their customers while also forming connections to their customers through their sales associates. Hermes has always tried to remain conscious, attentive and sensitive to the
changing nature and needs of their consumers and society.
Hermes has managed to create the feeling of luxury and exclusivity through all of their products especially their handbags. When you own anything Hermes you already feel as though you’re a part of an exclusive club because they don’t make many of their products. If you own a handbag especially a handbag, then you feel as though you’re really in an exclusive club because there’s different levels to the handbags you can own. For example if you want a Birkin, they don’t make many a year in order to even get one you have to either buy one from a personal shopper that had to source it or you have to join a very exclusive waitlist and wait for a sales representative to call you in for a Birkin when it becomes available.
What Makes Chanel Special?
Similar to Hermes, Chanel has also managed to build a community of exclusivity which keeps their consumers coming back and incentives new consumers to “join the club” so to speak. Chanel began in 1910 has a hat shop in Paris and now they’ve evolved from only selling hats to clothes, perfume, beauty, etc…Chanel is now mostly known for their handbags as well as their popular perfume by the name of Chanel No. 5. Chanel also has tiers of affordability when it comes to their products. A lot of their beauty products while costly compared to other more affordable brands, are still in a relatively affordable range for the average consumer to purchase on occasion.
One of their higher more expensive tiers of products, are their handbags. Chanel is very known for their handbags which range in style, size, and price. They manage to create a culture of exclusivity by having seasonal handbags in a very limited quality so they’re more exclusive than some of their other products and can become collectors’ items.
Why Are These Brands Successful?
Both Chanel and Hermes seem to take the approach for exclusivity or a tiered level of customers in order to grow and drive their business. While they make and have something out there for everyone at every price range, they also promote and, in a sense, make people feel as though they have to be able to reach the next tier in order to be a “true” member or customer of those luxury brands.
Sources:
Comments