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Beyond the Brand: From Fashion to Culture

Imagine strolling down the street and coming across a beautifully crafted store displaying a stunning product from an iconic fashion designer you admire; with a brand story you relate to. You step inside, and the sales ambassador warmly greets you. You're mesmerized by the attention to detail, elegance, and impeccable craftsmanship of the product. You make a purchase, leave feeling satisfied, and share your experience with friends.

This is the power of a strong customer brand. The luxury industry is renowned for curating unique and exclusive brand experiences that captivate customers. Brands like Hermes, Louis Vuitton, Chanel, and Gucci have become synonymous with luxury and exclusivity, mastering the art of creating a strong marketing brand.

Does a robust marketing brand equate to a strong employer brand? Not necessarily. A company's reputation as an employer depends on its commitment to employee development and well-being, work environment, and the benefits and perks it offers. The relationship between a company's marketing brand and its employer brand in the luxury industry is not always straightforward.

According to Glassdoor survey, Chanel has a 4.2 out of 5 rating for employee satisfaction, with 90% of employees recommending the company to a friend. Similarly, Louis Vuitton has a 4.0 out of 5 rating, with 85% of employees recommending the company to a friend. Gucci has a 3.9 out of 5 rating, with 80% of employees recommending the company to a friend. These ratings as well as corporate indexes on employee satisfaction showcase the success of these companies in creating a positive employer brand, attracting and retaining top talent.

However, not all luxury brands have been as successful in creating a positive employer brand. Some have faced controversies over their employee treatment and workplace culture, criticized for their lack of diversity and inclusion, using racist imagery in their products, mistreating factory workers, and causing backlash from customers and employees. In such cases, companies have succeeded in their marketing efforts but struggled to create a positive employer brand, leading to negative publicity, boycotts, and detrimental impact on their ability to attract and retain top talents.

Remember, beyond the brand lies the culture. The success of a luxury brand relies not only on its marketing but also on its employer brand, a reflection of its values, commitment to employees, and work culture.