Customers want a multi-sensorial experience

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.

Craftsmen become extremely esteemed resources of luxury brands

The international field of craftsmanship is full of hidden resources that should be revered, treasured and taken preciously.

Nowadays big fashion companies, mainly the so called producers of “fast-fashion”, are outsourcing the production the more is possible, towards places where a simple white t-shirt is made by tiny hands of a little poor girl. The industry of fashion and la Camera della Moda are always trying to clear the issue, ensuring that this kind of human exploitation would not be made again.

Although, of course, this effort is not enough
 to stop great names to produce where 
the cost is reduced at the minimum, 
a little revolution can be made in a different direction.

While biggest industries are exploiting poor workers, on the other hand, there are companies that luckily decide to invest on those multiple skilled hands, which can result as full of resources, not caring about the cost but caring more about the quality. Those companies such as, just to mention some brands, Ferragamo and Chanel, do not give the priority to the lowest costs of production and materials, discriminating the employers, but they give great importance to craftsmanship.

This make them have a differential advantage compared to the other competitors of the market, since lot of customers prefer wearing items which give them sensations and hide a long standing heritage and particular process of making.

The result is of course impeccable: 
the lining, the shapes, the care of those items 
become impeccably perfect, 
plus they have a great value inside.

For these reasons, the biggest luxury fashion brands are competing in order to have the best craftsmen and to get a plus point that becomes distinctive during the process of purchasing. The highest fashion brands have started being more loyal to craftsmanship also because customers, following the trend of the last generations, are becoming more and more interested in the value and the story behind a product, caring about the entire process of making that has to be necessarily transparent and true to the identity of the brand.