Wednesday, 14 January 2009

Discrete Luxury is the "IT" thing right now - 14/01/09

It is a truism that emerging markets and new clients to luxury will often opt for the more obvious and overt luxury brand with a logo here and there, or they will be more swayed to purchase the 'IT' bag/shoe/frock that features heavily in the luxury brand's campaign and the press have gone mad about... or it is 'obviously' THAT brand because of its colour mix, silhouette, i.e. its signature look.

It is also true sporting luxury brands that attract attention is not the thing to do right now, particularly in this economic climate, it can be seen as somewhat 'tacky' or an ignorant understanding of the situation around you. What is chic and appropriate and has never been out of fashion with those in the know is subtle, discreet and covert luxury, who knows you ask? You, we say! That is the most important thing, a luxury product should be purchased and adorned because you love the quality, the heritage of the brand, the experience of the purchase, the colours and the feel not because you are wanting to 'flag wave' that you have money, or the need to portray your success through logos; or win brownie points amongst those that see you.

Discrete luxury is the IT thing to do right now. The KISS principle continues to apply in our books...Keep It Simple and Sophisticated..

Bethan Cole writes a great piece from the on just this in her article "Luxe labels are the way forward"

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Who's behind the MO DOWN

Melinda O’Rourke is the founder and Director of MO Luxury, a dynamic, Sydney-based management firm specialising in luxury brands and services. Melinda and her associates at MO work with local and international brands across prestige retail, fashion, fine jewellery, timepieces and specialised services. Melinda is well-connected, well-read, and well-versed in the demands of the luxury market and its client base. Her advice is firmly based in objectivity and ultimately, accountability. Melinda offers constructive counsel and both strategic and creative thinking and is able to draw upon a strong network of specialised talent to compliment the MO Luxury team as needed. Melinda enjoys excellent industry relationships and is regularly quoted in the business and fashion media. Read more about MO Luxury,