Craftsmanship is a multi-sensorial experience, something that prestigiously engages customers and touches their emotions.
“Customers are looking for something special,” London-based designer David Koma tells the Business of Fashion. “There’s a huge market for commercial brands so I feel if [customers] are buying something expensive and buying something special, there should be a lot of handwork and craftsmanship involved to make them feel that their money is well spent.”
For many reasons, craftsmanship has remained an incredibly important marketing message for luxury brands in recent years. Brands like Louis Vuitton and Gucci have been known to bring their artisans into retail stores, who then hand-stitch leather goods in the presence of customers. YouTube has allowed these demonstrations to become global. Brands can now visually establish the intricacies of hand stitched leather goods, couture embroidery, eyewear assembly, the handling of exotic skins and even how some of their most iconic products are made, start to finish.
Indeed, a visual content that includes the craftsmanship has a certain atmosphere and mood that makes the client think about how those products are made with love, care, gentleness and great attention, not missing any detail of the whole process of making. That is because lots of fashion companies are trying the more to advertise heavily through this persuasive art, building on this some specific marketing strategy and stimulating all the five senses of the audience.
Business is merging craftsmanship, again.
Consumers need to experience “craft” not just as static objects or as brand-led “fashion,” “luxury design” or “art,” but must also understand the full context in which they were made, why they are special, and meet the creators and see their remarkable skills up close.
So we can see that a new “trend” is affirming:
growing sophistication rather than raw wealth is becoming the main driver of how people consume, shifting luxury spending to craft or brands with craft credentials.