Economic Development

Exclusivity in brand extension

December 10, 2007

Global

December 10, 2007

Global
Anonymous Writer

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Luxury goods companies are not the only ones dealing with a new and demanding business environment. The luxury services sector is also changing dramatically, with innovative new services and business models, which were almost unheard of a decade ago, rapidly becoming well established. In the future, experts believe that luxury services will be one of the fastest-growing and profitable segments of the luxury goods industry.

Founded in 1878, the business built a reputation as a prestigious tannery and finishers, known for the unique aroma and quality of its upholstery leather.

The influence of new owner Joseph Ettedgui, founder of the Joseph clothing label who bought the company in 1999, has discreetly given Connolly a new, more fashionable direction and attracted a more international clientele without losing their longstanding traditional British and European fans.

Ettedgui recognised that in particular Russians, Italians, Japanese and Americans were attracted by the brand’s history and prestige. He successfully branched out from its leather upholstery heritage to making stylish luggage and classic clothing as well as rally jackets that sport the logo “Connolly GB” and quirky products such as a leather-bound travel espresso set and a Krug champagne case designed for yachts and private jets.

“Connolly sells gifts for the person who has everything,” Ettedgui said. “We sell the products that other luxury goods companies haven’t thought of. For example, travelling now is very serious and stressful so we sell products that make people’s lives easier - and make you smile.”

"Wealthy individuals are not just looking for elegant and unusual items, they are looking for exclusivity, value and quality in the finish, packaging and service of goods, and a real sense of history, not a marketing trick," Ettedgui said.

“With the clothing, we don’t produce big quantities of every garment that we sell and we are not easy to find,” he said. “We find that our customers love the personal attention of our garments being sold in only one store, not by lots of different retailers. The products that they buy and the way they buy them may change, but their attitude to quality and service will not. There is a 1930's poster advertising the motor races at Goodwood, which I love. It says 'the right crowd and no crowding' - something I hope we achieve at Connolly."

“Connolly sells gifts for the person who has everything, we sell the products that other luxury goods companies haven’t thought of.”

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