Sorry for my absence, but I am writing quite a lot at the moment, also the newsletter for BOULESSE, which will become more short stories than actually product placement. So if you want to sign up, you can read a bit more GT stuff in German. Nevertheless I would like to maintain my GT blog, please be patient with me. So.
I was discussing the luxury industry with a new client, who will go online soon. I have explained my theory. The last decade was about brand hysteria. About the big flashy logos everybody could afford. Chanel, Hermès, Gucci, you get the point. Which everybody could afford-I mean accessible luxury, which means the Gucci Canvas bag for 350 Euros (back then) or a Hermès scarf for 200 Euro (back then) or even a Chanel lipstick. Boosting your self-esteem and trying to look a bit richer and smarter than you actually are. Guilty, I have been the same. A young student, I was chasing Vogue pictures and dreams like everybody else. Wanting Chanel belts from my parents for Christmas I could never afford on my own. How? I earned peanuts while studying. Now I earn nothing.
How come, we all wanna run desperately in the direction of financial difficulties and betrayal. It’s in the genes darling. We, the middle class (everybody who doesn’t t have a disposable income of 1/2 Million a year is middle class for me and most people in my surrounding). So WE middle class are chasing the behaviour of the rich and the super rich. Those people were wearing those expensive items on a regular base, while we could only afford just a tiny fraction of their world. And guess what? They don’t even want us being a little part of their world, they want us out. They want to create a bigger gap between us to distinct themselves even more from the common people. They don’t want to wear the same shoes, bags and dresses like everybody else. The want to be superior. That’s why they start to ignore big brands and are looking for truly unique pieces. Caring about quality and service.
That’s why we think that BOULESSE has opened its gate at the right time. There is a huge demand for quality and tradition. Being close to the person you interact, even if it’s the net. And since we middle class like to follow the consumption behaviour of wealthy people, we are sure to serve the masses soon as well.
In the meantime we are happy to deal with those in the know. In our eyes a big honour to deal with the early adopters. I even met a client of mine, ordering stationery, last week and thought: Goodness, this is MY client? I am proud and humbled at the same time. One of the most elegant and sophisticated ladies I met in Austria.
So, I need to get back to work and make sure to bring more products and more clients online, so our community grows.
Picture by http://www.pinterest.com/pin/569212840376014986/