After a long few years, things are once again looking up for the luxury retail business. The fashion world is back in full swing with in-person fashion weeks, Swiss watchmakers can once again show off their goods at trade shows – and practically every industry rejoices at the return of shoppers to stores.
If you’re planning a brand launch yourself, it’s undoubtedly an exciting time to enter the market. But with competition being heavier than ever, it’s important to do it right – and the name you choose for your business can make or break your chances of success. Read on for our best tips to nailing your luxury business name down below.
Use Luxurious Words in Your Name
When brainstorming the name of your luxury business, start by writing down phrases that describe what you’re about. What kind of experience are you trying to sell to potential customers? How concisely can you put it in as few words as possible while also appealing to the reader?
Since you’re trying to convey the feeling of luxury, don’t go for trendy words or phrases that’ll seem dated quickly. Aim for something that describes sophistication, class and long-lasting quality. Make potential customers feel like you can be trusted to provide timeless goods of taste that they’ll appreciate forever.
Languages Associated With Quality and Style
Many of the most popular luxury brands and fashion traditions that we still practice today originated somewhere in Europe. For this reason, we have come to associate certain languages from the continent with taste, luxury and a rich history of beauty and style.
When naming your luxury business, you can benefit from these associations by using one of these languages. Due to their countries’ significance in fashion history, French and Italian are popular choices. Latin will also always have a certain air of exclusivity and timelessness about it – and with Germany and the Scandinavian countries’ rich design histories, their languages might also be a good fit for your business, depending on your products.
Finding Sources of Inspiration
Of course, the above advice won’t be relevant for every luxury business. Sometimes, a little more creativity is needed – but unfortunately, strokes of genius seem impossible to summon when you need them the most.
Seeking out suggestions from friends and family can sometimes help. If not, putting a few relevant keywords into a generator might lead you to a luxurious business name that suits you. And if that doesn’t work, try taking a look at the names of your competitors and other businesses in your niche whose success you aspire to. Take note of where their inspiration came from, the length of their names and other common traits – and decide whether you want to follow their lead to catch the attention of your target audience or do the opposite to stand out.
Should You Use Your Own Name?
You’ve probably noticed that many established luxury businesses were named after their founder. Examples include Chanel, Gucci, Saint Laurent, Versace and many more – all businesses that have stood the test of time. Gucci celebrated 100 years of providing customers with top-shelf luxury items last year, and many other high-end brands have histories that are just as long or close to it.
Looking at these success stories, going with your last name might seem like the recipe to success. But while some names certainly can convey a sense of aristocracy and timeless style, other names might come with unfortunate associations, be too common or plain boring. Plus, building great fashion houses like the ones above takes time and patience before anyone associates your name with luxury – so if you want to start showing up in Google searches for luxury items immediately, a name with more relevant keywords in it might work better for you.
No matter what you pick, it should above all else be authentic to your business. After all, that’s what luxury is really about: Staying true to what works for you and providing a beautiful experience that’ll last for many years to come.
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