Stella: net-a-porter.com (2009)
Segmenting product lines with limited editions sold in boutiques/ department stores/ online transactional sites provides exclusivity, the mainstream customer has the satisfaction of wearing the same brand purchasing accessible products as innovators who source out these limited products lines.
Fig. Sir Peter Blake print T-shirt for Stella McCartney.
EXCLUSIVE TO NET-A-PORTER.COM. Cut from organic cotton, this Sir Peter Blake cloud-print T-shirt will instantly update tailoring. Roll up the sleeves off-duty and slip into jeans for weekend cool. This collection has been exclusively created by Stella McCartney for NET-A-PORTER.COM. Each piece is labeled with a specially designed silver tag. Shown here with Stella McCartney shoes, coat and shorts.
Net- a-porter (online 2009)
As Hines and Bruce (2008) stated it is important to retain exclusivity in a growing market, when brand dilution has challenged distinctiveness. Distinctiveness of luxury fashion brands can be reinforced through investment in an approach to strategic marketing where a focus on the customer experience is central. This implies investment in design, coherence and integrity in marketing communications and a premier retail environment that reinforces the brand values which now need to be looked into.
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