As the years pass, brands grow older and wiser with the consumers becoming loyal and more attached to the brand. Let's take a look at how brands have taken to ageing in style.
By: Karishma Parkash
Posted on: December 10, 2010
As the years pass, brands grow older and wiser with the consumers becoming loyal and more attached to the brand. Let’s take a look at how brands have taken to ageing in style.
“You can't build your reputation on what you're going to do,” said Henry Ford, and boy, was he right! Accomplishments, rather than future plans of a luxury brand, speak louder and connect with the end consumers more. On a special occasion such as the brand’s anniversary, brands have been seen to reach out to the core audience innovatively to share the happiness. A brand’s anniversary provides them with an exceptional opportunity to focus attention on their proud accomplishments and to connect with those who matter the most - the consumers.
Brands today use their special milestone to reach out to their key audiences to solidify and improve the brand's reputation. Shedding light on the brand’s quality, service, culture and innovation will make your biggest stakeholders - your customers - smile.
Recapitulating a few iconic brands for which 2010 and 2011 are important years, it wouldn’t take much to notice that when luxurious brands call for a cause to celebrate, not many will want to think of an excuse.
2010 saw the centennial year of renowned brand Ermenegildo Zegna which is one of Italy’s most famous family driven enterprises, lead by the fourth generation of the Zegna family. To celebrate this prestigious landmark, Zegna reinterpreted silhouettes, shapes and fabrics from 1910 and offered tailoring, shirting, hats, shoes, nags, ties and belts in stores from July 2010. The ‘Centennial Fabrics Collection’ was the result of a deep research into fabric, and was driven by innovation. To celebrate the anniversary, a commemorative bespoke selvedge was also offered, where a client’s name could be woven alongside to “Ermenegildo Zegna 1910-2010”. A commemorative book celebrating the hundred years of Zegna history was also created and published by Skira, with forewords by Suzy Menkes, James Hillman, Daniel Max and Michelangelo Pistoletto. Zegna also launched a limited edition pink gold watch of a 100 pieces and a centennial fountain pen. Zegna lovers got a lot of ways to show their brand some love.
Skin deep beauty
Miss Elizabeth Arden once said, “To be beautiful and natural is the birthright of every woman.” Had she ever dreamt that years later, the iconic ‘Red Door’ of one of the most respected beauty houses – Elizabeth Arden, would be making women beautiful for a 100 years? With its powerful legacy and unparalleled brand equity, Elizabeth Arden maintains a strong connection with consumers by offering a broad portfolio of leading global brands and technologically advanced products in skincare, makeup and fragrance.
As Elizabeth Arden marks its 100th anniversary, the company proudly looks back on the hard work, innovation and dedication that empowered it to become the global beauty industry leader it is today. Elizabeth Arden is grateful to its customers, employees and all those who contributed to the first 100 years. The company looks to the future with a renewed passion and commitment to deliver the concept of total beauty worldwide – and to continue to blaze the path first embarked upon by Miss Arden. True to the brand heritage, 100 years to an end consumer would simply mean more trust and love than ever.
165 years is a long time to be in a particular business, and if the brand has managed to sustain itself, that means it is doing something right. This year A. Lange & Sohne paid tribute to the father of the brand, Ferdinand Adolf Lange by introducing the Homage Collection. F.A Lange initially started the brand 165 years ago as a means to create employment opportunity for residents of Glashutte in Saxony. The “165 Years – Homage to F.A. Lange” anniversary collection pays tribute to the founder of Germany’s precision watch making industry and to the trailblazing creations devised in his manufactory. Although this watchmaking company had to shut down for some years in between due to World War II, it rose like a phoenix in 1990 and started operations again.
Presented in a novel gold alloy of unmatched hardness, the Homage trilogy consists of Tourbograph “Pour le Mérite”, the Lange 1 Tourbillon, and the 1815 Moonphase. It manifests the horological heritage of FA Lange enriched with contemporary ingenuity and artisanal virtuosity. With three impressive timekeeping instruments, Lange’s 21st-century watchmakers salute the spiritual legacy of their great mentor.
Passage of time
Chopard also celebrated its 150th anniversary this May with complete pomp and show and no expense spared! The Geneva-based house naturally chose Cannes and its prestigious Film Festival as the ideal setting to celebrate their anniversary with a memorable party in the VIP Room and an exceptional concert by Lionel Richie. With over 1000 guests, all of which where the who’s who of tinsel town, Boizel champagnes, Château de Cayx wines and delicious Grey Goose cocktails set the mood of the party! No one really seemed concerned about the time that night, and with good reason. Cheers!
A luxurious and stylish car is one thing that manages to catch even a novice’s attention with its sleek looks and roaring engine. With time, these car brands only get better and bigger! Want proof? Congratulate Jaguar on completing 75 years of manufacturing only the most stylish and powerful cars. During the year Jaguar celebrated at some of the world's most glamorous automotive settings, including the Goodwood Festival of Speed and Revival in the UK; the Concours D’Elegance at Pebble Beach in the US and at the Mille Miglia classic in Italy. Jaguar also returned to the racetrack with its new Jaguar RSR XKR GT2 and competed in the American Le Mans Series (ALMS).
Also, to mark the occasion, a group of 75 individually-numbered, iconic Jaguars from across the years made a two-day journey from Coventry to Goodwood. This exclusive celebration drive, started in Coventry on September 17, took in London’s May Fair hotel – site of the original Jaguar model launch in 1935 – and finished at the UK’s largest heritage motor festival, the Goodwood Revival on September 18. Most cars were privately-owned examples, driven by their owners, joined by some of the most famous cars from Jaguar’s own heritage collection, including the E-Type, C-Type, pre-war SS Jaguar saloons and a selection of its latest models. Launched to coincide with the drive, an iPhone and iPad app charted the 75 years of the British marque’s history!
Shoe me the way
UK based luxury footwear brand Jimmy Choo, which will turn 15 years old in 2011, has kicked off its anniversary celebration with its own signature version of the traditional 15th anniversary gift of Crystal. The Crystal Anniversary collection is the first of a series of new initiatives which will be unveiled during the coming year to celebrate the iconic spirit and 15 year heritage of the brand. Within this new Crystal Anniversary collection, the signature jeweled shoes which helped make the brand famous, are updated and modernized for a new generation, in a thrilling array of shapes, from wild Glamazon to princess pretty. To mark the occasion, Jimmy Choo Founder and Chief Creative Officer, Tamara Mellon is collaborating with renowned photographer and painter Marilyn Minter to create striking imagery of the Crystal Anniversary Collection. The celebratory collection shines and dazzles as Tamara Mellon, an avid collector of vintage jewels gathered pieces as inspiration for the collection. The star piece of the Crystal Anniversary collection is the Marine heel - a gorgeously soft strapped nappa leather shoe with 15 crystal discs rising in a geometric pattern wrapping the foot with long straps tied in bondage fashion.
Italian brand Gucci will be celebrating their 90th anniversary next year. They have launched various initiatives this year leading to their milestone celebration. The House of Gucci has collaborated with Christie’s and over 30 of their most precious and unique items, including handbags and jewellery, were featured in Christie’s annual Fashion Through The Ages sale on December 2, 2010. Importantly enough, the Gucci Collector initiative coincides with the House’s plans to open a Gucci museum in Florence, the birthplace of the Italian House, to coincide with Gucci’s 90th anniversary in 2011. Eternal fashion literally!
Gucci has also launched their “Forever Now” campaign conceived by Creative Director Frida Giannini which celebrates the traditions that were first established by Guccio Gucci when he founded the house in 1921. The campaign features original black and white photographs of Gucci artisans at work in Via delle Caldaie, Florence, taken by Foto Locchi in 1953.
In 2010, Gucci proudly continued its commitment to UNICEF by making a USD $1 million donation to UNICEF’s “Schools for Africa” initiative to celebrate six years of partnership and the launch of Gucci’s new children’s collection. It was inspired by a sense of commitment to the world’s children, and in the spirit of the company’s “Forever Now” philosophy. Giving back to the society in a touching and influential way, well appreciated!
In another landmark event, Gucci and Riva unveiled the exclusive made to order ‘Aquariva by Gucci’ in September this year. This model has been specially customized by Gucci Creative Director Frida Giannini. Frida Giannini, Gucci Creative Director, said, “It is especially meaningful in Gucci's 90th anniversary year to be able to recognise and celebrate the great traditions and values of both Gucci and Riva through the Aquariva by Gucci.”
“2011 is a very special year for Jaeger-LeCoultre as our iconic Watch Reverso will be 80 years old next year. We will celebrate the Reverso anniversary in a very special way in India, as it is the birth place of Reverso,” says Tarun Sharma, Country Head (India) of JLC. Since Reverso is one of the 1st family of watches to be introduced in the brand, this would be a big millestone for them. The refined case and sophisticated geometric numerals of this time-piece makes it especially feminine. A clever interchangeable strap adds to its versatility. Don’t forget to check out the new Reverso Squadra Lady fitted with a white mother of pearl dial and a diamond set steel case.
With each brand going out to spell ‘luxury’ in their own way with a special experience, it isn't a surprise that these luxurious brands have completed such milestones with the love and support of their consumers. Here’s to adding many more candles to the cake!