Chasing younger audiences can damage heritage brands by compromising their integrity. The pursuit of youth often stems from fear of irrelevance rather than strategic need. Heritage brands frequently misidentify their core demographic's needs and react with initiatives aimed at younger consumers. These initiatives, such as social media campaigns, may appear modern and engaging but often lead to strategic dissonance, where a brand's behavior strays from its established identity. Short-term gains can threaten long-term sustainability and relevance in the luxury market.
A heritage brand reviews its data. Its core customer is over 50. There's talk of future-proofing. And then a panicked someone says: 'We need the next generation.'
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