Luxury and premium brands, like any other brand, are confronted by the challenge of growth. Growth into new geographical markets, new product lines, or new consumer segments. However, pitfalls in the choice of the way to grow are amplified by the risk of losing the discerning consumers who have aligned with that brand.  Thus, how does a luxury brand take a bold, strategic step to grow without jeopardizing the loyalty and reverence the brand has earned over the decades?  

Established luxury and premium brands have become established in one part because they have consistently delivered over the decades, or centuries, a caliber of craftsmanship in product or experience to discerning consumers.  

 In response, many of these same brands have molded and codified internal corporate cultures to meet expectations. While this codification has enabled brands to grow and scale, cross geographical boundaries, and shape consumer perception of the brand, it also created a process to manage down risk.   

Why not minimize or eliminate risk? Are these brands not guardians of culture? Are they not a protector of something true in contrast to the dozens, or hundreds, of fast luxury start-ups? 

It’s clear that the answer is yes. However, it’s also often forgotten by many that these same iconic luxury brands were once the risk-takers creating new markets and new expectations. Pioneers like Cesar Ritz or Thierry Hermès created something from nothing. They created new consumers as much as they created new products and brands.  

Brand collaborations represent one such way for luxury brands to spark growth, however the luxury market is full of meaningless collaborations that do little other than attach one brand’s logo to another brand’s product. Those easy collaborations do nothing for long term market growth and lack the impact to change consumer perception. To earn meaningful influence those collaborations must be unexpected in very strategic ways and they require a creativity in approach and assume a level of risk by association.  

This is not an article on extending luxury for the masses or incremental product extensions; instead, it’s a perspective on bold collaborations and worthy risks to reach new audiences while preserving the character and essence of long-established luxury brands.   

Late Checkout: A Ritz-Carlton Story 

“The Ritz-Carlton brand has been beloved for over a century, but we understand that we must continually evolve. Part of that evolution is in taking strategic risks in how we engage the younger affluent consumer, as they are the next generation Ritz-Carlton guest,” said Hilary Crist, Director, Global Brand Marketing for The Ritz-Carlton. “But those risks must always complement and remain true to the character and expectations of the Ritz-Carlton brand. That’s the challenge, and opportunity, we have before us.”

Several months after that quote, The Ritz-Carlton launched its first-ever capsule collection with the young Madrid-based fashion label Late Checkout. The response was expectedly broad. Many thought the collaboration was innovative and ingenious, while others thought it was misplaced entirely. However, the brilliance of the partnership was the complementary nature between the two brands, an alignment that the younger generation of affluent travellers applauded. 

“As a brand (Late Checkout) whose whole aesthetic revolves around hotels, collaborating with The Ritz-Carlton and being able to add our unique vision and narrative is a dream come true and a full-circle moment for us,” said Alex Turrion, Creative Director of Late Checkout. “Throughout the campaign video, the idea of 'leaving better than how you came' is shared, which is something we both embrace. We just want your day to be a bit better by wearing our clothes!" 

The most interesting aspect of this collaboration is not the actual partnership, it’s the view into the ways this iconic hotel brand is self-reflective on how the unchanging pillars of the brand; craftsmanship and creativity, can be expressed in unique programs. Programs, initiatives, and partnerships that create fresh experiences that can feel true to the loyal Ritz-Carlton guest and compelling to the younger affluents the brand must attract. 

This collaboration showed bravery and introduced The Ritz-Carlton into new conversations with new audiences. It was the first step as evidenced by the recent partnership with the Italian fashion house Missoni in Bali creating the exclusive Missoni Resort Club.  Only time will tell if these innovative partnerships will help the brand appeal to a new audience, but the creativity of this approach while remaining genuine to the pillars of the Ritz-Carlton brand makes this strategy a worthy risk for a century-old luxury brand. 

Magic in Cookware: Le Creuset x The Wizarding World  

Just a few years ago, Le Creuset and the Wizarding World (the parent company of Harry Potter) took a risk in the belief that these two globally beloved brands could create a powerful collaboration that would be adored equally by such devoted, and different, loyal fans.  

 Strategically, both brands shared the same specific objective: to build awareness and interest among new audiences. And the plan on how to accomplish this objective resulted in cultural alchemy between Le Creuset and the Wizarding World of Harry Potter. 

A strategy that magically blurred the line between product and marketing. 

The strategy drove product development and the subsequent marketing and advertising that supported it. Instead of embellishing existing products to incorporate and reference their partner, Le Creuset invested in a more meaningful, magical approach: a line of exciting cookware demonstrating a true understanding of the Harry Potter franchise and its fans. 

This unexpected crossover celebrates the joy of cooking and the love of the Wizarding World’s storied characters with a collection that is magical in more ways than one. For chefs of all ages and skill levels, each piece celebrates these enchanting stories with Le Creuset luxury and quality.  

Similarly, the custom products and associated marketing led to a launch that surpassed even the high standards of Le Creuset and their Wizarding partners: press coverage spiked, site and store traffic surged, and most of the new introductions sold out in just a few hours. 

Less traditional marketing, more meaningful products. 

Le Creuset’s approach to focus more on meaningful product design paid off. The response, and adoption, by fans of both brands, on social media and in stores, made this collaboration an undeniable success—and a worthy risk that proved far more successful than expected. 

Redefining Expectations:  Lexus and Monogram Appliances 

Two well established luxury brands, Lexus and Monogram, have rarely been considered design leaders when compared to their brand peers. Over the decades each has solidified a share of the luxury market among affluent consumers based on reliability and consistency of performance, while yielding to competitors on style and aesthetics.  

However, a collaboration between Lexus and Monogram represented a commitment to alter the narrative on design while also embracing a dialogue on innovation and creativity. It was an attempt by both brands to engage a much younger luxury consumer by creating a partnership so unexpected that a person was compelled to think about the product and how, or when, it would fit into their life. 

 In the Summer of 2024 at the Aspen Food and Wine Festival, Lexus and Monogram debuted a bespoke concept vehicle to support the launch of the all new, and completely redesigned, Lexus GX and appeal to culinary, wine and spirts aficionados. This concept merged driving with dining in a way that made the automotive and culinary worlds take notice.

The design was led by Richard Anuszkiewicz a celebrated interior designer and Monogram’s Creative Director for its Designer Collection.  He concepted a culinary and entertaining story that emphasized materiality and intentional specialty integrations that accentuated the new design for the Lexus GX as well as the beauty and innovation represented in Monogram’s new collection. 

More than simply badging the Lexus GX with subtle Monogram enhancements he designed the interior of the vehicle to seamlessly incorporate Monogram’s 30″ Smart Flush Hearth Oven, the Forge Heated Ice Press, an exterior Wine and Bourbon Storage System, Chilling Compartments, a Plating Station, and a full Wine and Spirits Bar including a bar kit, glassware, bitters and a folding cutting board. 

The result was not a product to be purchased but an experiential activation that fascinated and delighted affluent consumers. It represented a design perspective that pushed both brands to embrace, and display, an expression of creativity that had not been associated with either in the past.  

Ultimately, it was a thoughtful and engaging way to begin to change perception of each brand and inspire a new segment of the affluent consumer to reconsider both Lexus and Monogram because of this compelling collaboration. 

Final Thoughts 

Consistency of experience, craftsmanship, quality, and a meaningful enhancement of one’s life are all tried and true principles of luxury brands, and that continues today. However, creative brand leaders should strive to find those sharp, unexpected, and strategic collaborations that can elevate a brand in meaningful ways and build long-term brand affinity and belief, so the brand remains relevant and admired as generations pass and tastes evolve.  

FerebeeLane is a brand strategy and creative agency that works with premium and luxury brands to engage the discerning affluent consumer. For the past 20 years the agency has collaborated with beloved brands such as Le Creuset, Blackberry Farm, Miele, The Ritz-Carlton, Baker McGuire Furniture, Vail Resorts, Chimay Trappist Beer, as well as numerous other Relais & Châteaux properties, and other luxury brands throughout the home. To learn more about FerebeeLane or our perspective on the discerning affluent consumer please contact Josh at  josh.lane@ferebeelane.com