Everyone knows this: When shopping, you always stumble across the high prices of luxury brands. Even in everyday life you are often confronted with luxury brands, because the logos of the important fashion houses don't just run through the media and streets. Many young people also buy T-shirts with a clear focus on the logo and colors of the luxury brands, because they give you the feeling and status of being part of the luxury world. But shouldn't luxury actually stand for quality, manual work and fair production? With its products, DARIO’s shows with exquisite fabrics and traditional craftsmanship how you can create an exclusivity that is timeless, sustainable and at the same time wonderfully modern.
What are the hallmarks of luxury brands?
Luxury is something special and above all very personal for everyone. Luxury is as diverse as there are different personalities in this world. As a result, there are countless luxury brands that all offer very different products and services. Nevertheless, there are many similarities among them. And that's not just their high price. Excellent quality, uniqueness, aesthetics and a special lifestyle also make up luxury brands. In addition, luxury is the epitome of enjoyment and joy, with which you would like to treat yourself from time to time. Therefore, luxury brands work a lot with emotions, that are conveyed to the buyer with elaborate marketing strategies. In this way, he associates the product with a special feeling of recognition, prestige and status, which makes him want to stand out from society.
That's why luxury brands don't just pay for production costs. But especially for the status and the attitude to life that is associated with the luxury product.
Why the brand name becomes a luxury
Over the years, every luxury brand has created a value that is often more desirable than its own products. This is precisely why it is important for luxury brands to have recognizable logos and colors, since society always associates it with the brand name and often uses this as a status symbol. This is the only way to explain why luxury brands are particularly popular with millennials. Many of them do not yet have the wherewithal to fully belong to this world. Therefore, they resort to T-shirts, cell phone covers or small accessories. Not only them, but also a large part of society would like to associate themselves with this lifestyle. As a result, we buy products where the brand name can be seen quickly.
However, luxury brands are frequently criticized precisely because their name and exclusive feeling alone cannot justify the high price. Many consumers also expect high quality from selected fabrics as well as fair production.
Back to old values
In the "good old days" luxury was synonymous with quality and craftsmanship, which you could also see in the product. These were also the main motivations for buying an expensive product because it gave you joy for a lifetime. This exclusive feeling spread inconspicuously in the subconscious as soon as you felt the delicacy of the silk on the skin. Or the special cut that emphasized your own body with ease. It is exactly these values that fascinate us and that we would like to take up again with our products.
The reading of our raw materials is particularly important to us, because it determines the elegant appearance and longevity of the product. That's why you can find shirts made from 330 full-length cotton, ties made from the finest twill silk and jackets made from Italian cashmere.
However, we are never concerned with quality alone, but also with the well-being of our employees and partners. This is why we pay attention to fair, sustainable production, in which everyone receives their fair share. For us, the focus is clearly on the preservation of European craft businesses in the textile industry. In this way, the international craftsmanship can be experienced again. At the same time, it is possible for us to guarantee the necessary transparency to get full insight into every single step. With this approach, we guarantee not only sustainability in the entire production chain, but also the love in every detail that connects us with our partners and customers.
That is why we value international luxury raw materials and traditional processing. It is precisely this imperishable, but at the same time inconspicuous elegance that makes the difference.
Written by Ingrid Wirth
The DARIO'S Collection for Men
DARIO’S Couture V-Neck Sweater Buxtehude 100% Sea Island Cotton in White
DARIO’S Couture Seven-Fold Tie Frankfurt in 100% Twillsilk in Red
DARIO’S Couture 100% VICUÑA/VIKUNJA SCARF (180 X 30 CM) FROM PERU
DARIO’S Couture ENAMELLED 18K SOLID GOLD-CUFFLINKS Aachen