Everyone wants to be unique.
A true individual that breaks the mould. To have that power which gets you to the front of the line as one of the chosen few. This exclusive status position is also the realm of a few brands who use pricing, materials and limited availability to create products that are only for those select few.
According to the Merriam-Webster dictionary, ‘EXCLUSIVE’ means “excluding others from participation… snobbishly aloof” and “to cater to a privileged minority”.
Imagine the power a brand has when it can choose their audience. This selection process could be through an extreme pricing model targeted at a audience who can afford or can justify the purchase of a finite edition product.
- A brand so exclusive that it can make its audience sign up for an undetermined timeframe, just to have the opportunity to be in line for the product, without a guarantee to purchase the product.
- A brand so finite that it can dictate the price and availability and distribution without notice.
- A brand in total control of its destiny… that is the world of an ‘Exclusive Brand’.
welcome to the ultra-premium world of exclusive brands…
Would you pay over $700 for a bottle of water?
Meet Fillico Jewelry Water from Japan. This is the world’s most expensive bottled water and yes, there is a market. How can a brand justify and sell a bottle of water that has a 1000% spread over the majority of their competitors? By creating a ultra-premium brand which is targeted to a finite market. This is not just water; this is water packaged in a range of distintive bottles encrusted with Swarovski crystals.
This eclectic packaging design originated from Hollywood in 2005 and was targeted exclusively at celebrities. The brand quickly took hold in the Japanese market and moved to Japan shortly after it’s launch. What’s inside the bottle… just water… and yours for only $700…
Meet the world’s most expensive car…
At €11,000,000 (approx. $17,000,000 Canadian) the Bugatti ‘La Voiture Noire’ is the most expensive production car in the world. This one-of-a-kind ultra-luxury hand-built vehicle was introduced at the Geneva Motor Show in 2020.
With its handcrafted gloss black carbon fiber body, this Bugatti features the signature quad-turbo 1,479 HP 8.0-liter W16 engine that boosts 1,180 lb-ft of torque. Bad news is, it is sold… this is a truly ultimate-exclusive vehicle and brand.
To help offset the cancellation of the Christmas Market due to COVID-19 in Bugatti’s home of Molsheim, France, the ‘La Voiture Noire’ (Black Car) was displayed in a glass case next to the Christmas trees.
the $52,000 iPhone
Want to impress your friends and clients with your smartphone? Then you’ll want the Stuart Hughes iPhone 12 pro gold and black diamond time edition.
Liverpool designer Stuart Hughes is one the masters of ultra-exclusive and expensive brands. Take this customized iPhone 12 pro customized with 300 grams of hand engraved gold, a high-end Tourbillion timepiece and surrounded by 200 black diamonds.
The good news is the iPhone is unlocked for all worldwide networks and it comes in a unique wooden box… yours for £29,995 (approx. $52,000 Canadian).
The Stuart Hughes website is well worth visiting as you can also find that $5.2 million luxury ‘Aquavista Dinosaur Gold Edition Aquarium’ that you’ve been looking for… hurry as there were only three made…
What about a $500,000 bicycle?
This is more of an art investment than a road bike. That’s what happens when a world-famous UK contemporary artist, Dameon Hirst, utilizes Lance Armstrong’s Trek Madone bike, which he won the 2009 tour de france on, as a canvas. This one-of-a-kind art piece titled ‘Butterfly Bike’ was created with hundreds of actual butterflies adorned to the frame. The bike sold for $500,000 at auction at Sothebys in New York in 2009 in aid of the Armstrong’s LiveStrong cancer charity.
The ultimate exclusive world of jewellery
The top 10 list of jewellery reads like an epic action romantic novel. It traveled through centuries with iconic stars like Oppenheimer Blue, Pink Star diamond, Peacock Brooch and the most famous the 45.52 carat blue stone known as the Hope Diamond.
The Hope Diamond story began in 1668 when French merchant traveller, Jean Baptiste Tavernie sold it to King Louis XIV of France. It traveled the world and became the key exhibit at the Smithsonian Institute where it was donated by Harry Winston Inc in 1958. This priceless and exclusive gem places third in the world of jewellery brands and is currently estimated to be worth between $200-250 million US.
Exclusive Brands can be found in every product category from vehicles to clothing to beverages. All of these brands have discovered unique ways to position themselves high above their competition where price and limited availability are a key part of their appeal to an exclusive and limited target market… an audience that waves these brands as their badges of privilege.
Imagine the power and satisfaction of creating an exclusive brand.
Contact us if you would like help developing your ultra-premium exclusive brand.
bugatti.com / fillico.com / stuarthughes.com / si.edu