How to grow via premiumisation
This article is part of a series of articles on premiumisation. Read more.
Need to know
- Few luxury FMCG brands have made a transition to mainstream, but innovation from Godiva Chocolate provides some important lessons.
- There is no cut and paste between luxury and mainstream – by creating something new, a brand can bring itself to the mainstream.
- Being seen in the wrong places too soon can erode your luxury credentials – select partners and distributors carefully.
- Remain expensive (without being out of reach) to send a clear signal of quality.
- Behave boldly...