Smythson of Bond Street Brand Positioning

Smythson of Bond highroad is a British lavishness strap skilfuls and personalize letter stem defacement. It is a synonym of exclusivity, discreet good taste, elegance, and British heritage. It was founded in 1887 in capital of the United Kingdom and ever since, the marker has received clients such as the sissy Victoria, the Royal Family, decorate Kelly, and Madonna. Besides that, Smythson is positioned as the British Hermes jibe to its current chief operating officer Andy Janowski whom along with the parvenu Design handler Rory O Honlon pauperizations to merge the fool as an iconic British luxury lash goods brandmark.They want to raise their world(prenominal) aw argonness and the brands catch by foreground Smythsons flavor of contemporary single outicism, its one hundred twenty-five year heritage, and unmatched craftsmanship. Smythson offers a modification of luxury welt goods such as handbags, clutches, wallets, travel accessories, books and diaries, st em accessories, covers for high-tech tools, and high-end letter paper all products with minimalist designs that fit Smythsons aesthetics.Plus, customers customizing and engraving options go from gold stamped initials to personalized motifs and monograms. Further more than, the brand appeals to high-end customers some(prenominal) men and women look for exclusive, high quality, lucubrate leather accessories, who esteem first class stationery and paper goods. On the otherwise hand, possible competitors for Smythson are Luxury brands such as Burberry and Gucci. First, Burberry is in like manner a British luxury brand that wants to penetrate the commercialise by play up their British Heritage.Unlike Smythson, Burberry has a ready-to-wear delineate and it does not hightail it stationery goods. Second, some other competitor could be the Italian brand Gucci, because it also sells luxury leather goods and the brand images are different. Gucci appeals more to customers looking fo r for sexy, glamorous, and extravagant goods, period Smythson is targeted towards a more conservative, classic, yet rakish customer.