Halfway Luxury is Fatal. It’s better to be an honest Greggs than a dishonest Gucci.

New luxury founders always ask: “How do I make people see me as luxury, not just expensive?” The primary problem is that too many think luxury is packaging. Shiny logo, gold font, some Puccini on the website. But luxury isn’t just the frosting, it’s the things you don't see, like plumbing in a house. It’s the invoice, the email address, the hold music. (Because nothing says “timeless craftsmanship” like tinny Ed Sheeran!) If you have to tell me you’re luxury, you’re not. Chanel doesn’t say “luxury handbag shop.” It's also staff who can say with a straight face, “We don’t have any bags,” while literally standing in front of them. That’s branding. And maybe a little bit of arrogance as well. Don’t fake heritage, don’t panic-discount, don’t call yourself “Luxury Whatever.” It’s better to be an honest Greggs than a dishonest Gucci. ------------------------------------------------------------------------------------------------------------- 𝗠𝗮𝗶𝗻 𝗬𝗼𝘂𝗧𝘂𝗯𝗲 𝗖𝗵𝗮𝗻𝗻𝗲𝗹:    / @luxuryacademy   𝗟𝗲𝗮𝗿𝗻 𝗺𝗼𝗿𝗲 𝗮𝗯𝗼𝘂𝘁 𝗟𝘂𝘅𝘂𝗿𝘆 𝗔𝗰𝗮𝗱𝗲𝗺𝘆: https://www.luxuryacademy.co.uk/ 𝗦𝗶𝗴𝗻 𝘂𝗽 𝘁𝗼 𝘁𝗵𝗲 𝗟𝘂𝘅𝘂𝗿𝘆 𝗔𝗰𝗮𝗱𝗲𝗺𝘆 𝗡𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿: https://www.luxuryacademy.co.uk/luxur...