Thursday, 23 September 2010

Luxury Brands Find Their Sea Legs 23/9/10

It seems that luxury brands are attempting to anchor in the super yacht market. Two worlds collide as Fashion goes nautical- and if you think we mean stripes and boaters, we don’t. Its an unusual collaboration, but one that is certainly intriguing.

Last year, Hermes and Wally co-created WHY (Wally Hermes yachts), a joint venture that, naturally, inspired a brand of luxury the world has never seen. Wally founder Luca Bassani Antivari, launched a $170 m AUD triangular yacht last year, co-designed, to be seaworthy and unrivalled in elegance. This month, Gucci partnered with PPR and last year, Armani and Ralph Lauren with Feadship.

These kinds of collaborations are much more than a race to the top. Beyond trying to out-do one another, the brands are strategically aligned to maximise their appeal to a very elite group of consumers. It’s a symbiotic relationship, whereby two brands combine their power to create a super brand! Gucci becomes more lifestyle, and PPR becomes more chic- are there any losers in this situation?

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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,