Craftsmanship is the cornerstone of the luxury goods industry. The obsessive focus on the art, the cultural roots, the societal context and the history not only preserves and enhances the heritage, but also helps tell a unique story and find markets for luxury goods, increasingly in countries far from home.
However as emerging markets not only demand goods as consumers but also slowly develop their own brands in luxury, how does the slow and steady pace of craftsmanship reconcile with the speed of globalisation?
The answer is deceptively simple: the historically well-established brands become evangelists for craftsmanship.
The craftsmanship and long heritage distinguish some of the most coveted luxury marques from the luxury upstarts. Such evangelism manifests variously: from Tod’s commitment to La Scala for the special project titled The Italian Dream, to Bottega Veneta’s opening of Scuola della Pelletteria to train the future generation of master leather craftsmen.
Is this bad news for emerging markets and emerging market brands?
Well, not really.
It does, of course, benefit immensely and strengthen the European luxury brands with a long heritage to showcase. But it also potentially levels the field somewhat for emerging markets — notably those with a rich history and creative treasures that are underexplored as sources of inspiration.
Think about what a Chinese brand could do drawing upon the history of the Tang dynasty to create beautiful products!
The British jewellery brand, Livyora, created its Overture Collection by drawing upon Mughal Art and Architecture, that dot India’s capital city and surrounding regions — a visually stunning artifact of Indian heritage, abstracted to create stunning, handcrafted pieces in gold and precious stones.
Craftsmanship still rules. All we need is a new lens to look beyond the luxury marques of yore.
(This post first appeared on http://shefaly-yogendra.com/blog/2013/08/19/craftsmanship-in-luxury/ and is being reproduced here.)