glossy.co·Apr 24, 2026
DeMellier is adapting to a challenging luxury market by emphasizing craftsmanship and controlled growth, focusing on product quality rather than marketing positioning to build customer loyalty. This strategy comes as brands face pressure to justify their pricing amid a slowdown in luxury spending.
The key takeaway for someone interested in fashion tech and luxury brands is DeMellier's strategy of leveraging craftsmanship and controlled growth, with sustainability as a hallmark of quality, not just a marketing angle. This approach highlights the importance of product authenticity over mere brand positioning, offering a valuable lesson for fashion startups and luxury brands aiming to build loyalty in a competitive market.