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Andrea Ciulu Matteo Modica Strategist and Copywriter of Sublimio by Andrea Ciulu 7 MIN. READ 14.11.2023
Andrea Ciulu Matteo Modica Strategist and Copywriter of Sublimio by Andrea Ciulu 7 MIN. READ

Why do some luxury brands’ positioning strategies endure for decades or even centuries? We take a look at their essence, iconic narratives, and strategies that ensure lasting relevance in a dynamic luxury world.

The world of luxury branding thrives on a delicate equilibrium between the past and the future, between heritage and innovation. Within this equilibrium lies the magic of timelessness. As we traverse through this article, let us unpack the essence of a luxury brand strategy that celebrates such legacy and longevity.

The Essence of Timelessness in Luxury Brand Positioning

To understand the luxury brand positioning essence of timelessness, one must first differentiate between two crucial concepts: trends and timelessness. A trend, by definition, is ephemeral. It captures the zeitgeist of a particular moment in time but soon fades as new trends emerge. On the contrary, timelessness in luxury transcends these fleeting moments, consistently captivating audiences across generations.

The allure of luxury lies not just in its opulence but in its legacy. A timeless luxury item, be it a Rolex watch or a Chanel No. 5 perfume, has an innate power to evoke emotions, memories, and aspirations. While trends cater to the present, luxury caters to eternity.

Luxury brand positioning strategies have managed to create this aura of timelessness by appealing to universal human desires — the desire for beauty, the yearning for exclusivity, and the pursuit of perfection. Moreover, such brands have always anchored themselves in stories of heritage, history, and craftsmanship, which remain relevant even in the ever-changing landscapes of fashion and commerce.

Chanel Perfume luxury brand positioning
Photo by Laura Chouette

Key Pillars of Enduring Elegance

In the realm of luxury, it’s imperative to delve deeper into the foundational principles that grant brands their esteemed statuses. As we dissect each pillar, we gain insights into the intricacies that shape the world of timeless luxury.

Impeccable Craftsmanship

A defining hallmark of luxury is the unmatched quality and craftsmanship that goes into each product. Take, for instance, brands like Hermès. Known for its iconic Birkin bag, Hermès has artisans who spend years perfecting their craft, ensuring each stitch and seam is impeccably executed. The time invested in creating each product not only guarantees longevity but also reinforces the brand’s commitment to excellence. This meticulous attention to detail elevates luxury items from mere products to pieces of art, tangible representations of a brand’s dedication to perfection.

Evocative Storytelling

Beyond the tangible, luxury is an experience, and every experience thrives on a compelling narrative. Brands like Cartier don’t merely sell jewelry; they sell tales of love, passion, and moments that define lives. It’s the story of a proposal, an anniversary, or a milestone celebrated with a piece of Cartier.

By embedding their products within these narratives, luxury brands weave themselves into the tapestry of their consumers’ lives, making them indispensable. This rich storytelling humanizes brands, allowing them to foster deep, emotive connections that transcend generations.

If you are interested in this topic, check our article “What Makes a Good Brand Story”.

Exclusivity and Scarcity

The allure of luxury often lies in its exclusivity. When brands like Patek Philippe produce limited-edition watches, they’re not merely manufacturing scarcity; they’re creating heirlooms. This scarcity goes beyond artificial demand; it’s about ensuring that each product gets the time and attention it deserves. By creating a sense of exclusivity, luxury brands craft an aura that transcends the product itself. It’s not just about owning an item; it’s about being one of the select few who can.


In a world inundated with mass production and replicas, authenticity is a luxury in itself. Luxury brands, like Bvlgari or Chanel, have remained unwavering in their commitment to originality and quality. Their products carry with them a sense of history, a trace of their origin, and the hands that crafted them. Consumers aren’t just purchasing an item; they’re investing in a piece of the brand’s soul, its legacy, and its commitment to authenticity.

Emotional Engagement

Beyond the functional, luxury brands delve into the realm of the emotional. A Rolls-Royce isn’t just a car; it’s a statement, an emotion, a manifestation of one’s aspirations and achievements. Luxury brands recognize the intrinsic human need to connect emotionally. They don’t just sell products; they offer dreams, memories, and experiences. By tapping into these emotional undercurrents, luxury brands ensure their relevance and resonance, making them integral to their consumers’ identities.

These pillars are not mere strategies or tactics: they are philosophies, deeply ingrained within the DNA of luxury brands, guiding their every move and decision, ensuring their place in the pantheon of timeless elegance.

Photo by Ness P Colmart

Luxury Brand Positioning Case Studies: Icons of Everlasting Relevance

Several brands have donned the mantle of luxury with unparalleled finesse, managing to remain relevant through decades and even centuries. Let’s dive deep into the narratives of a select few:

Louis Vuitton

Starting its journey in 1854 as a trunk-maker in Paris, Louis Vuitton has transformed into a global luxury icon. Beyond its products, the brand’s commitment to innovation and craftsmanship is seen in its flagship stores, which are often works of architectural marvels.

Louis Vuitton’s trunks, originally designed for travel, have evolved with the times. While the initial designs catered to carriage, train, and ship journeys, contemporary designs accommodate today’s lifestyles, including pieces tailored for the digital age, like the DJ Trunk. Yet, the essence remains rooted in their iconic monogram and artisanal craftsmanship.


When one thinks of luxury watches, Rolex invariably emerges at the forefront of their mind. The brand is synonymous with precision, craftsmanship, and a timeless aesthetic. The Rolex Oyster Perpetual, launched in the 1930s, was the world’s first waterproof wristwatch. Its design remains largely unchanged, a testament to its timeless appeal.

However, Rolex’s dedication to innovation ensures that the technology within each watch remains cutting-edge, combining historical design with modern performance.


From its inception in 1856, Burberry has been emblematic of British luxury. Best known for its trench coats, the brand seamlessly blends utility with luxury. The Burberry trench coat, designed for military use during World War I, remains a fashion staple today. While the essential design remains rooted in its historic origins, Burberry has kept it relevant through varied fabrics, patterns, and even tech integrations, ensuring it appeals to both heritage lovers and contemporary fashion enthusiasts.


Perhaps a lesser-known brand in the general populace but an icon in the luxury crystal world, Baccarat has been crafting exquisite crystal products since 1764. Their chandeliers, jewelry, and stemware are considered masterpieces, gracing palaces and luxury establishments worldwide.

The Baccarat “Harcourt” glass, created in 1841, remains the brand’s signature stemware. Celebrated for its unique design with flat cuts and a hexagonal foot, it has been used by numerous royalties, including Pope John-Paul II. Baccarat continues to produce the Harcourt, showcasing that while designs can be centuries old, their elegance and luxury remain undiminished.

Rolls Royce luxury brand positioning
Photo by Matheus Bardemaker

Designing for the Future: Luxury Brand Positioning in a Dynamic World

The future of luxury brand positioning, ever-evolving and filled with uncertainties, poses a complex challenge for luxury brands: how to marry their deeply rooted legacy with the needs and desires of a rapidly changing world. To remain beacons of timelessness, these brands must evolve without diluting their essence. 

Adapting to Digital

Historically, luxury thrived on tactile experiences, from the soft touch of a leather bag to the delicate scent of a boutique. Today, the digital realm has become an unavoidable facet of commerce and consumer engagement. Rather than shunning it, luxury brands can reimagine these experiences for the digital age. Gucci’s AR (Augmented Reality) try-on feature in its app allows users to virtually try on shoes, watches, and other accessories.

This fusion of tech not only streamlines the shopping experience but also weaves a touch of magic into the digital realm, bringing a semblance of the tactile luxury experience to consumers everywhere.


As the global consciousness shifts towards a more eco-aware perspective, luxury brands must respond. It’s not just about being environmentally responsible but about ensuring that the legacy they leave is one that future generations can look upon with pride. Stella McCartney, a luxury fashion brand, has been a trailblazer in sustainable luxury. From using organic cotton and recycled polyester to ensuring ethical sourcing, the brand proves that luxury can be both opulent and conscious.

Collaborations and Partnerships

While luxury brands have their distinct identities, there’s immense value in judicious collaborations. By partnering with contemporary artists, designers, or tech companies, luxury brands can infuse fresh perspectives, ensuring relevance to newer audiences without compromising their core values. Louis Vuitton’s collaboration with contemporary artist Jeff Koons transformed classic LV bags into canvases showcasing iconic artworks.

These limited-edition collections drew both art aficionados and luxury enthusiasts, epitomizing how collaborations can breathe fresh life into established brands.

Diverse Engagement

In today’s interconnected global landscape, luxury brands face both the responsibility and opportunity to resonate with a diverse audience. The mastery lies in weaving cultural nuances into their narratives while retaining a universally recognizable brand ethos.

In 2015, Dior made a significant stride towards inclusivity by featuring Rihanna as their first-ever black spokesperson for their iconic “Secret Garden” campaign. Captured by the renowned photographer Steven Klein within the opulent halls of the Palace of Versailles, the campaign not only was a visual treat but also underscored Dior’s commitment to embracing diversity. With a global superstar like Rihanna, Dior communicated its ethos that the luxury it represents is not bound by cultural or racial divides but is a realm where everyone is invited.

In essence, the future of luxury lies at the crossroads of tradition and innovation.

By respecting their storied pasts and being agile enough to navigate the future’s complexities, luxury brands can ensure they remain timeless icons, cherished and revered in an ever-changing world.


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