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Growth by Combining Luxury Reach and Exclusivity with Marty Shapiro
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Are you looking for a Third Growth Option ℠ ?
Marty Shapiro, COO of LAFCO New York, explores how luxury fragrance brands can grow their reach while maintaining their special appeal in today's evolving retail landscape. He shares strategies for creating consistent brand experiences across multiple channels while preserving the essence of luxury.
• Consistency across all touchpoints is crucial for maintaining brand identity
• Zip code protection is becoming obsolete as consumer shopping habits evolve
• Product placement should be strategic rather than limited by traditional exclusivity rules
• Context matters when displaying luxury products across different retail environments
• A failed brand extension taught valuable lessons about customer perception
• The product must be amazing, but telling its story is equally important
Email Marty at [email protected] or find him on LinkedIn to continue the conversation on luxury brand growth.
Always growing.
Benno Duenkelsbuehler
CEO & Chief Sherpa of (re)ALIGN
Chapters
1. Introduction to Third Growth Officer Podcast (00:00:00)
2. Meeting the Customer Everywhere (00:02:14)
3. Maintaining Consistency Across Touchpoints (00:05:44)
4. Zip Code Protection Becoming Obsolete (00:09:15)
5. Lessons from Chilewich's Success (00:14:55)
6. Differentiating in a Crowded Market (00:18:06)
7. Learning from Brand Extension Failures (00:22:10)
8. Final Thoughts and Contact Information (00:25:34)
166 episodes
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