Savette Finds That Sweet Spot Between High And Accessible Luxury [Forbes]
CHRISTIAN DIOR SE UNS/ADR (CHDRY)
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Source: Forbes
It entered a highly competitive luxury during extraordinary times: the pandemic. Even then, it has enjoyed record success within the luxury bag category. When the brand launched at the height of pandemic lockdowns, Brand Founder and Designer Amy Zurek led an unprecedented online unveiling over Zoom. Before then, digital events were unheard of. Across industries, the majority of businesses were also inclined to hold off on risky product or brand launches. Brand strategy shaped by thoughtful design, retail partnerships, and considered pricing helped Savette carve out success within the first year from launch. Amy remembers, “I saw a gap in the market, both in the sense of price point and aesthetic.” She observed how price points for institutional luxury houses continued to soar as a response to the supply chain shifts and losses of the pandemic. Chanel, for example, was said to have increased its prices four times within 2020 alone. A good friend of mine, renowned Interior Designe
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