Luxury labels' challenge to train on-brand staff

Luxury labels' challenge to train on-brand staff

Companies splash the cash to create their ideal brand image but the investment can be rendered a waste by off-brand staff who fail to truly grasp a brand’s DNA.

The gap between a strong brand identity and staffs ability to deliver on it is a real issue for the luxury fashion and retail industry.

Christian Ettinger from bespoke HR and training firm Christian Bassett said “sometimes the brands forget that the people they hire don’t live a luxury lifestyle”.

“We have to pair it back, before we even start to get people talking about the brand we have to tell them what luxury means,” Ettinger told B&T ahead of his presentation at Virgin Australia Melbourne Fashion Festival (VAMFF) next month.

“What we find is that like any business if you have an understanding of the history and the DNA of luxury then you can start to get a bit more of a link.”

Christian Bassett has worked with Donna Karen, Dolce & Gabbana and Marc Jacobs and is focused on effectively communicating a brand’s history and DNA to staff so they deliver luxury experiences to consumers.

“Brands are really hungry for their people to not just understand what a brand DNA and brand message is, but then be able to learn how to demonstrate that through how they behave and what they say with the customers,” Ettinger added.

“We often find, even with some of the very high end brands, that they have an amazing brand identity and a really strong brand DNA, but when they train internally to their people sometimes the way it is done, the way it is communicated and who communicates it there is a gap in the understanding that comes across.”

Ettinger will discuss how to bridge this gap, how to motivate and recruit on-brand staff at VAMFF in March.

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