Luxury Brand Strategy: Building a Luxury Brand With Elizabeth Solaru, Award Winning Luxury Brand Specialist

Luxury brands hold a unique position in the market, commanding premium prices and cultivating a loyal customer base.

Consumers are drawn to luxury brands not only for the products they offer but also for the aspirational lifestyle and status they represent.

These brands have successfully carved a niche for themselves in the market, attracting discerning consumers who appreciate the finer things in life.

Building a luxury brand requires careful planning, attention to detail, and a deep understanding of the target audience since the principles needed to market it are different from those of a regular brand.

It is an art that requires a delicate balance of craftsmanship, storytelling, and exceptional marketing strategies.

To gain deeper insights into the world of luxury branding, we turn to Elizabeth Solaru, a luxury brand specialist with a wealth of experience and expertise whom we had the pleasure to interview.

Understanding Luxury Brands

Before we dive into the insights shared by Elizabeth Solaru, it is essential to have a clear understanding of what defines a luxury brand.

Luxury brands are characterized by their exceptional quality, exclusivity, and prestige. These brands go beyond mere material possessions; they represent a lifestyle, an experience, and a symbol of status and success.

Luxury brands cater to a niche market segment that values uniqueness, craftsmanship, and attention to detail.

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Who is Elizabeth Solaru, The Luxury Brand Specialist

Elizabeth Solaru is a highly respected figure in the luxury brand industry, boasting over two decades of experience, earning her a reputation as a visionary and innovator in the field.

Her expertise centers around creating bespoke luxury experiences and catapulting brands to unprecedented heights, a feat that has garnered global recognition and collaborations with prestigious brands and high-profile clients. As we delve into her insights, we unravel the secrets that underpin her remarkable success.

Elizabeth's career narrative is anything but conventional, defined by a series of rule-breaking moments that shaped her trajectory.

In her own words, she recounts the early days of her journey: "I trained as a scientist in some of the best hospitals in the UK. Again, in those days, and I'm talking many, many years ago, I broke the rules." Elizabeth's unconventional approach involved walking into a hospital, seeking the head of the microbiology department, and securing job opportunities by circumventing the traditional application process.

This audacious move marked the initiation of her career as a scientist.

Her journey continued with a profound realization that there was more to life than being confined to a laboratory. Elizabeth embarked on a transformative path, enrolling in an MBA program to pivot her career. Breaking yet another rule, she secured a position in the same business school where she pursued her MBA, eventually rising to the role of Head of MBA Careers.

Undeterred by her lack of experience in certain domains, she transitioned into headhunting, recruiting top-tier executives despite never having run a business herself.

Undeniably, Elizabeth's career trajectory exemplifies the power of rule-breaking and resilience. From the seemingly unrelated world of science to leading a luxury cake business, her journey unfolded with an unwavering determination to challenge preconceived notions and defy traditional norms.

The turning point came during the 2008 recession when Elizabeth pivoted once again, this time founding her own company, Elizabeth’s Cake Emporium, specializing in exquisite cakes. Despite initial skepticism from family, her cakes gained global recognition, propelling her into the realms of fame, awards, international travel, and speaking engagements.

Notably, her cakes were commissioned by high-net-worth and ultra-high-net-worth individuals, reaching destinations worldwide.

As the pandemic struck, Elizabeth found herself in the spotlight, sharing her story and experiences. Reflecting on her extensive engagement with the luxury sector, she discerned the diversity among luxury clients. Applying her scientific logic, Elizabeth formulated a theory and identified seven distinct types of luxury clients, a revelation that solidified her role as a business coach, mentor, and strategist in the luxury industry.

In essence, Elizabeth's narrative is a testament to the transformative power of breaking rules, adapting to change, and leveraging diverse experiences to navigate the intricate landscape of entrepreneurship.

Decoding the Art of Luxury Branding: An In-Depth Dialogue with Elizabeth Solaru and Tanya Kabuya

Stepping into the beautiful world of luxury branding requires more than just an eye for opulence, it demands a strategic narrative that resonates with the elite clientele.

Elizabeth Solaru, a true luminary in crafting luxury narratives, and Tanya Kabuya, a seasoned expert in the nuanced art of selling, joined forces to unravel the secrets of success in the world of luxury in a groundbreaking, insightful conversation. In this extensive exploration, we dissect their insights, offering readers an invaluable masterclass.

Elizabeth underscores the significance of personalizing the luxury experience. She advocates aligning products with a client's admired public figure, creating a bespoke connection. For example, envision a high-end handbag tailored to reflect the style of a celebrity idolized by the target clientele. This personal touch elevates the brand from a mere commodity to a symbol of aspiration and individuality.

Tanya Kabuya, with her extensive experience in selling to SMEs and corporations globally, agrees with Elizabeth as she seamlessly integrates universal principles into luxury branding. Her insights provide a bridge between the grandeur of luxury and the practicality of effective sales strategies.

Tanya stresses the importance of adaptability in strategies, showcasing how principles of selling transcend sectors. Whether selling a high-end product or a corporate service, the emphasis remains on future value. An example would be a tech startup selling its services to potential investors, focusing on the innovative solutions it brings to the table. This adaptive approach not only speaks to the versatility of Kabuya's expertise but also emphasizes the need for luxury brands to be agile in a dynamic market.

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Launching A Luxury Brand: Understanding the Nuances of the Luxury Clientele

Both Elizabeth and Tanya delve into the intricate details of selling in the luxury space. Elizabeth's emphasis on treating clients with respect and discretion is complemented by Tanya's universal approach to client interactions.

Nuanced Approach to Client Types

Elizabeth's insight into the intricacies of luxury clientele unveils a nuanced approach, breaking down the diverse types of clients within this exclusive realm.

Each category demands a tailored strategy, acknowledging the distinct desires of the individuals involved.

As she explains, aspirational clients often seek recognition and value feeling important.

In her words, "You know, they need to feel important. They need to feel valued." To connect with this group, Elizabeth employs a personalized approach, understanding their aspirational figures. For instance, if a client admires Kim Kardashian or any other influential figure, she aligns her offerings with that reference point. This might involve highlighting similar creations made for notable personalities, allowing clients to engage in the allure of name-dropping, such as proudly mentioning, "the cake that I ordered from Elizabeth."

Conversely, when catering to comfort-focused clients, Elizabeth adopts a discreet strategy, avoiding name-dropping or overt displays of prestige. In her own words, "Now with a comfort first, I do not name drop." This differentiation reflects an acute awareness of the diverse preferences within the luxury clientele spectrum.

Elizabeth indicates that there are four different types of aspirational luxury clients.

There are some she calls the dreamers, they dream about it. There are some she calls the face savers. “ So they used to be rich, but they're no longer rich, but they're still acting as if they're rich. So they're trying to save face” she says.

And then another type is what she calls the fakers.

“ So the fakers, they carry the fakes. The Chanel, the fake Rolex, et cetera”

So these are the aspirational luxury clients.

Her description of the luxury client whom she calls Comfort First is one anyone who would like to employ any form of luxury marketing should be aware of.

Elizabeth goes on to say ”So it's all about their comfort. They don't care about the price. The problem with the comfort first is that they tend to surround themselves with a lot of gatekeepers.

So who the gatekeepers are can, depend on culture.”

In the UK, the gatekeeper might be a family office.

So you may have to deal with a business manager, a family office manager, or a housekeeper.

In Africa, for example, it might literally be a gatekeeper. So the guy that opens a gate, he is so key”

She mentioned that she learned this from her mother who used to sell insurance to make friends with the gatekeepers.

“ She was selling insurance in Africa. So the actual gatekeeper, she will know the names of their children. She will know if they feed them. She also made friends with the drivers. So the drivers of the big bosses,, she looked after them, she cared for them. And then the PAs, executive assistants, and secretaries, and the receptionists. These are people that many people overlook because they trample on them to get to their boss. But the boss is not the most powerful person in the organization.

The most powerful person is the person who has the ear of the boss. So when I started selling my cakes, I quickly realized that my ideal client wanted safety first, so the comfort first, so I implemented what my mom taught me”

To illustrate this approach in a broader context, consider a luxury fashion brand that tailors its services to high-profile clients while ensuring a discreet shopping experience for those who prioritize comfort and privacy.

This real-world example mirrors Elizabeth's philosophy, emphasizing that the understanding of luxury consumers goes beyond mere segmentation. It involves creating an inclusive experience that resonates with the individual preferences of each client, whether they seek public recognition or value a more private, understated engagement with luxury services. In essence, Elizabeth's approach transcends conventional segmentation, delving into the world of personalized, inclusive luxury experiences.

When asked what were the differences between working with aspirational luxury clients and comfort first luxury clients, she said “ To them ( comfort first), it's about trust. They actually are probably the wealthiest in that category of luxury clients. And with them, you rarely find an NDA. I never signed disclosures with people like that. But the funny thing is, with aspirational luxury clients, they were the ones that would give me a hundred-page NDA.”

Elizabeth enthusiastically shares her plans with us, revealing that she is currently working on a book that delves deep into the intricacies of the luxury industry, covering a broad spectrum.

The book aims to provide a detailed understanding of different client types, shedding light on how to effectively engage with them, and demystifying the often-perceived exclusivity of the luxury sector.

In her narration, Elizabeth emphasizes the diversity within the luxury industry, acknowledging that it extends far beyond well-known names like Gucci and Chanel. She highlights the significant role played by smaller businesses, often overshadowed by the larger brands, yet constituting a substantial portion of the luxury sector. Elizabeth's goal is to give these businesses the recognition they deserve, enriching the audience's perspective on what defines luxury.

One of the key themes of the book centers around the various types of clients within the luxury space. Elizabeth shares insights into how to identify these clients, understand their preferences, and tailor approaches to suit their needs. This comprehensive guide will aim to empower individuals aspiring to navigate the intricacies of the luxury market, making it accessible to a broader audience.

Regarding the release date of the book, Elizabeth expresses her intention to have it out by the end of the year. Despite life's interruptions, she acknowledges the persistent encouragement from people who recognize the importance of her insights. Although initially delayed, Elizabeth has resumed the writing process and commits to informing the community when the book is released. Her motivation for writing extends beyond personal accomplishment; it's rooted in challenging stereotypes about Africa.

In the conversation, Elizabeth addresses misconceptions about Africa, particularly the prevalent view of the continent as primarily a consumer rather than a producer. She challenges labels like "third world" and "underdeveloped," preferring the term "over-exploited" to emphasize the historical exploitation of Africa's resources. Elizabeth sees a responsibility for Africans to shape their destiny and resist being exploited by external forces, especially in the luxury industry.

She highlights the burgeoning economic growth in Africa, citing the emergence of billionaires and millionaires from countries like South Africa, Nigeria, Egypt, Morocco, and Namibia.

Elizabeth emphasizes the need for Africa to assert itself in the global luxury market, leveraging its rich cultures and unique offerings. Her passion lies in reversing the trend of importing luxury into Africa, advocating instead for exporting the continent's distinct and culturally rich luxury to the rest of the world. This perspective aligns with her commitment to changing narratives about Africa and fostering a self-determined and prosperous future.

When questioned by Tanya about the challenges of branding a product or service as luxury, given the limited resources in the marketing arena on the subject, Elizabeth offers a candid perspective.

She points out a significant gap in available resources, noting that existing books on luxury are often authored by individuals associated with major brands. Elizabeth expresses skepticism about the value of such experiences, emphasizing that working with established giants doesn't necessarily demonstrate the ability to navigate a saturated and competitive market.

For Elizabeth, a more meaningful conversation arises when someone has taken a company from ground zero to success within a fiercely competitive sector. She believes that understanding luxury goes beyond monetary considerations; it's about delving into the psychology of luxury clients. Each type of luxury consumer, she asserts, possesses a distinct worldview and set of values.

Elizabeth emphasizes the importance of patience, even with substantial investments in a business. Drawing insights from established luxury brands, she dispels the misconception that couture is the primary revenue generator. Instead, she reveals that profitability often stems from more accessible items like lipsticks, cosmetics, and perfumes. Couture, in this context, serves as a prestigious symbol rather than the primary source of income.

Furthermore, Elizabeth advises aspiring luxury entrepreneurs not to unfairly compare themselves to century-old brands. Understanding the nuances of the luxury sector, including the diversified revenue streams of established brands, is crucial for realistic expectations.

Transitioning into the discussion, Elizabeth provides a nuanced view of pricing strategy within the luxury sector. Dismissing the notion that selling a $100 course for $30,000 or $300,000 is merely about adding zeros, she underscores the importance of demonstrating value and targeting the right audience. Elizabeth asserts that individuals willing to invest in high-ticket items are those who already appreciate the potential value.

Distinguishing between those desperate to ascend to the next level and those ready to invest in future value, Elizabeth states, "So it's nice for people to be able to say, okay, I want to sell my $100 course for $30,000 or $300,000. The difference is, it's just the zeros at the end of the day!

What you need to do to level up is you need to demonstrate, as I said, value, and then you need to target those people. So, who's going to buy a $3,000 course or a $30,000 course?

It's someone who already has an appreciation.

People who are desperate to get to that next level may not be ready to pay that money because it's not about the money they're paying now; it's about the future value. So you're not selling the future value.

So what I say to people is, you're talking about a $3,000 course or a $30,000 course. That's not what you are selling.

What you are selling are the possibilities. You're selling the dreams, you're selling the future, you are selling somebody maybe completely being out of debt, you are selling financial freedom, prosperity. That is what you are selling, potentially. And then you need to be honest as well."

Elizabeth's approach to selling in the luxury space, as articulated in the upcoming book, goes beyond monetary considerations.

She argues that the price reflects more than just a financial transaction—it symbolizes possibilities, dreams, and a future liberated from financial constraints. Her advice is grounded in honesty, recognizing that the perceived value of a product or service varies based on an individual's financial circumstances.

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Insights from Tanya Kabuya's Tech Odyssey

Tanya, in enthusiastic agreement with Elizabeth's insights, contributed to the conversation by drawing parallels between the principles discussed and her specialization in assisting individuals in selling to SMEs or corporate entities. She emphasizes the universality of these principles, underscoring that they apply equally when targeting corporate clients.

Tanya shares a recent experience with a coaching client, illustrating that in corporate settings, the focus transcends the immediate monetary figures, with a greater emphasis on return on investment (ROI) when dealing with companies that have recently secured significant venture capital.

In her detailed explanation, Tanya aligns her views with the essence of the luxury industry discussion, emphasizing the importance of selling in the future and projecting future value. She mirrors Elizabeth's sentiment that understanding the client's mindset is crucial, especially when dealing with entities focused on future gains rather than immediate costs.

Tanya expands on this by referencing a recent episode she conducted on sales psychology, highlighting the challenge of selling to individuals who prioritize savings and immediate costs over future value.

They both agree that this is often where the Luxury market on the African continent falls short, often because they lack knowledge of luxury marketing.

Beyond the opulence of luxury, Tanya Kabuya brings insights from her experiences in the global tech arena, shedding light on a critical dilemma: the brain drain of marketing expertise from Africa.

She shares a poignant example of turning down positions in the US to address a significant problem - the scarcity of marketers well-versed in Western methodologies in Africa to help shift the narrative around the continent, which is presently needed if the African business ecosystem is to compete internationally.

Drawing from Tanya's experience in the tech sector, we glean insights into the challenges faced by African professionals in a global context. This not only highlights a pressing concern but also sets the stage for a broader conversation on how the luxury industry can actively contribute to retaining talent in Africa, creating a more sustainable and vibrant economic landscape.

Tackling Brain Drain

Tanya’s journey illustrates the importance of addressing brain drain issues. A powerful example is her decision to work with African brands to take on the Goliaths of industries that leave little space for them to take market share on their own continent.

Recognizing her unique position as one of the few marketers on the continent well-versed in Western marketing strategies. Her commitment to bridging this knowledge gap is evident, with her own upcoming book poised to become a beacon for African brands struggling to stand out in the international market.

This narrative not only sheds light on a personal choice but brings forth a larger narrative of talent retention and empowerment, urging the luxury industry to invest in local expertise.

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Empowering Aspiring Luxury Brands: What Makes Luxury Brands Successful

Elizabeth Solaru distills her wealth of knowledge into a comprehensive five-step blueprint for entrepreneurs aspiring to build a luxury brand. Let's delve into each step with practical examples

1. Quality First

Elizabeth's emphasis on starting with a good product is exemplified by luxury watchmakers. While not every customer can afford a high-end watch, the meticulous craftsmanship and quality make these products desirable and, more importantly, aspirational. This step is not merely about creating a product; it's about crafting an artifact of desire that transcends its utilitarian purpose.

2. Invest in PR

Taking inspiration from Bill Gates, Elizabeth recommends investing in a hungry and knowledgeable PR professional. This principle is exemplified by luxury car brands like Rolls-Royce, which invest heavily in public relations to maintain an exclusive image. Here, the focus is not just on public relations but on strategic storytelling, shaping the narrative around the brand that enhances its aura of exclusivity.

3. Know Your Market

Elizabeth advocates benchmarking against competitors realistically. Drawing parallels with a hypothetical handbag maker, she emphasizes understanding your market position - whether comparable to Chanel, Gucci, or Michael Kors. Overestimating one's position, she warns, can lead to critical mistakes. This step goes beyond market research; it's about self-awareness and strategic positioning, ensuring that the brand is in sync with its environment.

4. Critique Your Product

Drawing from her background in luxury cakes, Elizabeth explains the importance of objectively critiquing a product. Handmade luxury items, she notes, often carry minor flaws that are acceptable as they add character, differentiating them from mass-produced alternatives. This step is about embracing imperfections and turning them into unique selling points, celebrating the bespoke nature of luxury products.

5. Strategic Targeting

Elizabeth's strategy of targeting specific individuals aligns with leveraging celebrities to endorse products. Sending personalized products to celebrities, mirroring their preferences, and establishing a connection is a cost-effective way for emerging luxury brands to gain visibility. This is not just about celebrity endorsements; it's about creating meaningful connections that translate into brand advocacy, turning customers into brand ambassadors.

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What Creates a Luxury Brand for Beginners

As the conversation shifts to beginners venturing into luxury branding, Tanya Kabuya presents a simplified five-step process for those eager to enter the world of opulence.

1. Start with a Good Product

Tanya echoes Elizabeth's sentiment about the primacy of a quality product. Drawing from the fashion industry, she emphasizes the significance of creating a product that stands out in terms of craftsmanship, design, and uniqueness. Here, the emphasis is on the foundational aspect of a luxury brand - the product itself, highlighting that without a compelling product, all other efforts might fall flat.

2. PR for Brand Visibility

Aligning with Elizabeth, Tanya highlights the role of PR in building brand visibility. She shares a powerful example from the tech industry, illustrating how strategic PR efforts played a crucial role in elevating a startup's profile, paving the way for success. This step is not just about spending on PR but about strategic investment, leveraging PR as a tool to shape brand perception and create a lasting impact.

3. Understanding The Market You Operate In

Tanya stresses the importance of benchmarking against competitors, citing examples from her experiences in the luxury fashion and tech sectors. Understanding where your brand fits in the market landscape is crucial for setting realistic expectations and goals. This step is not just about knowing the market; it's about positioning the brand strategically and aligning it with consumer expectations and market trends.

4. Patience & Playing The Long Game

Acknowledging the time it takes for a brand to establish itself, Tanya urges entrepreneurs to play the long game. She provides insights from her experience in the tech sector, where patient targeting of specific individuals and companies led to successful collaborations. This step is about understanding the long-term nature of luxury branding, emphasizing that patience is not just a virtue but a strategic imperative.

5. Act Strategically Always & Not Tactically

Building on Elizabeth's strategy of sending personalized products to celebrities, Tanya emphasizes the importance of strategic action. Taking cues from her experiences, she advises beginners to analyze celebrities' preferences, send tailored products, and strategically engage with influencers to amplify brand visibility. This step is about more than just action; it's about strategic thinking, ensuring that every move contributes to the larger narrative and positioning of the brand in the luxury landscape.

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Elizabeth Solaru's Bonus: Watch Your Cash Flow

Elizabeth adds a crucial bonus to her strategic blueprint - watching your cash flow. Her emphasis on selling, selling, and selling aligns with the overarching theme of ensuring a steady income stream even after achieving celebrity endorsements. This resonates strongly with her experiences in the luxury sector, where prudent financial management is integral to long-term success.

Parting Thoughts and Accountability

As the conversation draws to a close, Tanya playfully holds Elizabeth accountable for her upcoming book on luxury branding which promises to help more aspiring brands take center stage. The transparency and camaraderie between the two women underscore the authenticity of their insights. This interaction not only provided valuable information but also humanized the often-perceived opulence of the luxury world.

Tanya mentions that Elizabeth’s podcast is a great resource for anyone who would like to start elevating their brand. Connect with Elizabeth on LinkedIn, Instagram, Website

Conclusion

Building a luxury brand requires a meticulous approach, attention to detail, and a deep understanding of the target audience. Elizabeth Solaru's insights provide valuable guidance for aspiring luxury brands seeking to create a distinctive and successful presence in the market. By defining a clear brand vision, understanding the target audience, focusing on craftsmanship and quality, creating memorable experiences, and leveraging effective marketing strategies, luxury brands can establish themselves as icons of elegance, exclusivity, and timeless allure.

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About The Contributor

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Busi Mabuela, A client support specialist at Wizz Digital is a seasoned professional with a proven track record in project management. Known for her meticulous coordination and execution skills, she ensures the smooth operation and timely delivery of results in complex projects. Busi excels in maintaining data integrity, and consistently upholding high standards in collecting, managing, and verifying data. Her effective communication, and adaptability to diverse client needs, have fostered strong relationships built on trust. A skilled problem solver, Busi addresses client issues promptly and efficiently, employing negotiation and practical solutions.