How luxury brands use subtle signals to speak with an increasingly savvy clientele

Brands build their luxury status and earn international recognition through brand storytelling which builds the links between their different products and gives an idea of a complete lifestyle. These stories are communicated through a complex system of codes or signals: present in almost every product, these signals give the impressing of a complete environment.

Throughout much of the 20th century, many of the strongest luxury brands relied on what we call “loud signals” including monograms like the Louis Vuitton LV, logos like Prada or even recognizable prints like the Burberry plaid.

See more at: ESSEC Knowledge