Regional Branding: Rolling Hills and Unraveling Threads

Is There a Place for Newcomers in the U.S. Lifestyle Market?

Since the days of Abyssinian myrrh, provenance remains one of the most powerful branding tools. Home décor, travel, gourmet foods, spa, etc. rely heavily on our historical lust for beautiful objects and tasty treats from faraway places.

France and Italy are far ahead in both national and regional branding which today seems to be the preferred way of establishing provenance rather than a country. Known for so long to be a source of all things great, their reputation is now a huge asset in the U.S. market. But, popular demand and manufacturing shortcuts are inevitably hurting the authenticity of Western European brands.

American appetites for anything "Provençal", "Tuscan" or "Mediterranean" fueled a global cottage industry of faux-branding. There is probably an entire province somewhere in China producing nothing but hastily put together French and/or Italian inspired trinkets. Todays' New York Times’ article Made in China on the Sly talks about how even famous luxury brands are now, more or less deceptively, made there.

To be fair, other lesser known European regions like Eastern Europe, can only dream of such celebrity status and enormous fan base. The opportunities exist. Lifestyle gurus and trendsetters are always on the lookout for the next “it” region. Well-heeled clientele never in recession would still prefer highly priced luxuries to be the real luxuries. Even suburbia, all dolled up in shabby chic and smelling of lavender, is open for suggestions in spite of the bleak economical forecasts. Providing truly authentic, well-made artisan products in the sea of pretenders seems like a valid option.

Not everything is about fashion, boredom and exclusivity. Environmental, health and human rights issues are beginning to considerably influence consumers’ shopping habits. Buying high quality, chemical-free products made under humane conditions used to be the expression of one’s left-wing views. Today, it is common sense. Countries and regions eager to brand themselves cannot ignore this trend for reasons other than just market demands, particularly if they have aspirations to become tourist destinations.

Back to wine, hot tubs and fine linens. In developing markets, branding is often misinterpreted as pure advertising. The truth is, the best and the quickest way to become known as a maker of fine products is to actually make fine products.

Tuscany, Provence, meet Pannonia!
Case in study (PDF): Pannonia Linens, a step in the right direction.