The impact of silent luxury in the fashion, accessories, real estate, and destination markets, now reaches the automotive sector, with very important trends, as revealed by Jaguar Landrover In this exclusive interview with Market2.0.
Merca2.0 – How has the trend of silent luxury so promulgated in networks impacted: in sales, brand awareness or culture around the luxury?
Jaguar Land Rover – Before anything else, I think we should define what quiet luxury is or “quiet luxury”. Generally speaking, quiet luxury, today, refers to ways of dressing or fashion trends, which subtly convey status through understated materials, cuts, and meanings rather than flashy design flourishes and obvious logos. A significant example of this “conversation” are brands such as Brunello Cucinelli, Loro Piana, Zegna and The Row and of course, Jaguar Landroverwho are among the most frequently cited brands in this category.
Yet quiet luxury has been around for centuries, with its roots going back to the Renaissance in Italy. The elite commissioned top artists and craftsmen to create bespoke clothing and accessories that were unique, personalized, and of exceptional quality.
Today, it brings together high-end objects that speak volumes through their understated elegance, careful craftsmanship, and attention to detail. Quiet Luxury is all about quality over quantity, focusing on creating timeless pieces that will never go out of style.
As you say, it is a trend that is being widely discussed today on social networks and, in general, in the world of marketing; is more popular than ever: according to published data, sales of big brands have soared around 20 percent in 2022 and, thanks to an “extraordinary start” of 2023, growth of 15 percent is forecast even as the economic situation to global level does not have the same growth levels in forecasts.
Merca2.0 – What has driven the silent luxury trend in the automotive sector?
JLR – Quiet luxury is timeless because it’s not based on passing trends, flashy brands or fast fashion. Instead, he focuses on creating the highest quality pieces that can be worn for years, if not decades. Within the automotive sector and specifically at Jaguar Land Rover, the attention to detail and craftsmanship that goes into each piece ensures that they will stand the test of time and never go out of style, just as “quiet luxury” commends.
However, as a brand we are convinced that we have to maintain this alignment between our operating codes and the vehicles we offer more than ever. Our strategies and the way in which they are developed are based on these 7 behaviors that we have adopted from modern luxury:
CURATORY, being selective in what we say, do and show as a brand.
FUTURE ORIENTED, focusing on what comes after, not what came before.
“EFFORTLESS”, where each action must be rewarding, fluid and effortless.
“ENGAGING” means that we move away from generic automotive behavior. We seek to connect emotionally with people and make them feel special. Go back to that Renaissance man and woman.
REDUCTIVE; we never over-elaborate, over-design, over-make.
Being a GLOBAL CITIZEN, our value to be sustainable and be connected to our world, its challenges and its reality.
UNIQUE. Always be original. Copy of nothing
Merca2.0 – Are there marketing strategies that stand out in this drive for silent luxury?
JLR – Eventually, silent luxury is a concept that has been around for centuries and will continue to endure throughout the world. Through its focus on quality, craftsmanship and timeless design, it will continue to be the ultimate expression of luxury and style.
As trends come and go, quiet luxury will remain a constant, a testament to the enduring appeal of understated elegance. Therefore, today, being clear about the characteristics of our brands together with values such as simplicity and curation, will allow us to offer our clients communication, in any of the formats we use, that results in unique and exclusive luxury experiences.
We seek that these experiences become places where the “great conversations” begin. As they say: “your life can be measured by the conversations you have had”, and in short, Jaguar Land Rover wants to be present in those great moments.
Within our brands, we interpret them in different ways, which challenges us to be very clear, punctual and creative; taking advantage of the distinctive features of each of our women and their personalities to reach the audiences with which we identify ourselves in a very successful way:
Range Rover: In a world of refined, sophisticated leadership, security and visionary Defender: All those people who have a heroic, charismatic soul, aware that there is always one more goal to achieve.
Discovery: That curious, inspirational personality that seeks to find something new in their day to day.
Jaguar: Original, conjunctural postures, my “I” in its most exceptional, innovative, edgy and bold version.