Anya’s new bags for spring 2014 are serving the intelligent woman who knows her own style. She’s a early adaptor, not a follower who rushes out to purchase a designer bag just to follow the trends. She likes to make a statement that is outside ‘the usual’. Fashion and style are hers to write on her own; no one will tell her how to wear it, do it or be it. She’s a follower of Anya Hindmarch, but that’s where it ends.
The Anya Hindmarch customer was not in the play book of the typical luxury marketing executive (usually male) who think they “know” what women want. The ‘creator driven’ brands have an innate sense of what works, a passion for what they do, and a drive to bring others to their point of view that is decidedly apart from what might be considered “usual”. This might describe Coco Chanel or Donatella Versace, or Miucca Prada all female “creator driven” luxury brands that are now legendary. Finding the “essence” of this magic touch is not easy and many have tried, but few can make it. Anya Hindmarch, has this touch of magic that has grown over the years from what was a non-serious bag to this spring collection that is approaching a true luxury style. Her clients don’t want to be luxury clients, they want to have something apart from the typical, but they are getting older and wiser, and want something a bit more enduring. This spring collection has reflected this changing taste, and her expansion of her brand message.
That’s the key for a brand that grows over time: They take their customer on a journey that educates, enlightens and inspires them to stay with the customer who will embrace your vision.