Naming your Luxury Business; competitor name analysis.
The company has become the synonym of luxury and sophistication in the realm of shoe making. It carries the name of fashion designer and company founder Christian Louboutin.
It seems that the world of luxury brands isn’t that original. Hermés is another company that carries the name of its founder – Thierry Hermés.
One of Italy’s oldest jewelry houses was established in 1884 by Sotirio Voulgaris. A Greek immigrant, Voulgaris later changed the name to Bulgari and Bvlgari – the phonetic representation of his name.
Birkin bags rank among the most expensive in the world, some of them being sold for over a million dollars. The brand carries the name of actress Jane Birkin. Hermés chief executive Jean-Louis Dumas was flying with Jane Birkin on a plane when she complained that she couldn’t find a good weekend bag made of leather. This conversation inspired Dumas to create the first Birkin bag.
One of the most luxurious jewelry companies in the world carries the name of an 18th century Italian goldsmith called Contardo Buccellati.
The Paris-based luxury corporation got its name in 2013. Peviously, it was known as Pinault SA and PPR. The name Kering refers to the place of origin of the company’s founder – Francois Pinault. Pinault originated from Brittany where the word “ker” means home.
You can use a verb to create luxurious business names like ‘Pure Indulgence Spa‘ or ‘Thrive Diamond Jewelers‘.
Branding Strategy & Naming Terminology
The elite status, exquisite appeal and originality of luxury goods set them apart from mass-produced items. A good marketing campaign should focus on such a distinction. The wealthiest members of society will be willing to spend their money on items that are definitively better than other options on the market, items that are limited and hardly accessible.
Making a new luxury brand stand out isn’t the easiest task. As you can see from the examples provided above, many luxury brands are named after their founders. Today, the names are so popular that they’ve transcended the original meaning. A new luxury brand will need a name that sounds serious but that can also be distinguished from the mass of luxury companies already popular on the market.
Luxury, exquisite, limited edition, one of a kind, timeless, classic, handmade, handcrafted, elite, class, symbol of class, status, artisan, atelier, edgy, elaborate, recognition, celebrity, haute couture, innovation, influencer
Demographic & Interests
Luxury brands appeal to the wealthiest segments of society. Their premium products are associated to a certain status and class that distinguishes the elite from everybody else.
This status is the one feature that appeals the most to the clientele. Luxury products need to carry a certain meaning. Obviously, they have to be well-made and exquisite, as well. The red sole of the Louboutin, shoe, for example, is one element indicative of class that has nothing to do with the quality of the shoe itself.
The clientele is wealthy and established. It’s looking for the fine things in life, often originals or limited edition items. Such clients often maintain a long-lasting relationship with their favorite luxury brands. This relationship, however, has to be nurtured in order to survive.
Luxury in Foreign Languages
Consider using foreign words in your business name to give the impression of an international or exotic brand.