Creating a Luxury Brand

[PhillM]

Luxury brands always seem to have some sort of history or are from a foreign country, but how does someone start a luxury brand in 2011 located in the U.S.?

Is it quality and attention to detail? Or is it a large marketing budget? Chances are you can't start out as a cheap alternative to an expensive product if you plan to be a luxury brand so you'll have to start with high prices just like the competition. How do you get people to pay premium prices for a no name brand?

Here's my plan:

• Build a professional and luxurious looking website
• Pay the utmost attention to the details of my product
• Make sure my product is made using only the finest raw materials
• Use expensive and luxurious packaging

Throughout this process I'll also begin to create a "finer goods" image. What else am I missing? How do I go about creating a finer goods image? It can't be advertising, I mean look how much Ferrari, Bently, or Hermes advertise.

[Amanda_1987]

Customer service is also key. Nordstroms for example is famous for their excellent customer service, and is the reason why it's look at so highly.