Monday, 21 December 2009

Are European Luxury Brands Becoming Too Asian? – 21/12/09

Tyler Brule, a London-based design consultant and editor of Monocle magazine, (former founder and editor of Wallpaper magazine) has caused international controversy (and debate) by saying that European luxury brands are adapting to suit the Asian market and are “putting out products that Europeans wouldn’t touch.” Ouch...

In a Bloomberg report, Brule implies that European luxury brands are risking their prestige and alienating Western shoppers by changing designs to appeal to the Chinese market. Trinkets and key charms anyone...?

He went on to say that European brands “were much more about the craftsmanship, maybe exotic skins for their bags or shoes.” And that “neglect of those values and brasher products aimed at the Chinese may be responsible for luxury brands’ difficulties in the U.S. and Europe.”

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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,