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Frye Leather Stakes Its Claim to Luxury
The Frye Company is a case study in how to build a luxury brand in the new economy
I love my Frye boots. I’ve owned a number of pairs over the years and just got a new pair from Zappos. Priced at $295 and made with rugged Frye quality leather and all tricked out with straps and buckles, I will enjoy wearing these boots for years to come. That’s why I was thrilled to learn that Frye had just opened its first branded boutique in SoHo. Coincident with that boutique opening, Frye also relaunched its website with enhanced search capability and a new look.
Frye is stepping out to create a new luxury brand based upon its ‘cowboy/girl’ western chic, one that perfectly matches the ‘zeigeist’ for authentic quality and value in the new economy where even the affluent are watching their pennies. Frye has leading-edge design covered too, as low-heeled riding boots are the look this fall.
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Affluent Consumers and How They Use the Internet, Social Media and Mobile Devices: an in-depth profile of the luxury online consumer
Meanwhile young affluent luxury shoppers reach more often for their smartphones to connect and learn.
If the recent recession brought with it marketer anxiety about finding, maintaining, and selling to an increasingly-skittish customer base, then the 'internet revolution' was the silver lining in the dark economic cloud.
A new survey from Unity Marketing found that four out of five affluent luxury shoppers logged online in the past three months from their desktop or laptop computer to make a purchase, shop for a gift, or research a product or service.
Mobile devices are increasingly important for brands to connect with young affluent fashion customers, aged 24-44, who use mobile apps at a rate two-times higher than mature affluents, 45-70.
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Social Media and the High-End Fashion Shoppers That Use It
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The Gifting Report 2010: Guide to the Consumer Gift-Given Market
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The Luxury Consumer and What They Value Most
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Luxury and Leisure Are Fashion Brand Favorites in the 2012
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Social Shopping Sites Attract Young Internet-Savvy Shoppers With Money
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Dow Jones Reports That Home Shoppers Are Returning in Late 2009
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What Makes Patek Philippe Brand Run? It's Lifestyle Branding
