Redefining Value: A Case Study in Luxury Alternatives
The fragrance market is flooded with cheap knockoffs that consumers are embarrassed to buy. The challenge for Classic Collection was to enter this “inspired-by” space but completely redefine it. The goal was to create a brand that people were not just willing, but proud to own and display—a luxury alternative, not a cheap copy. Ken Labbe was the strategic lead for this entire brand build. He developed a sophisticated strategy that shifted the narrative from imitation to intelligent curation, focusing on Omani craftsmanship and high-quality ingredients as the brand’s foundation. This approach, paired with an elegant ‘quiet luxury’ aesthetic and a nuanced communication plan, successfully positioned Classic Collection as the smart, sophisticated choice for discerning fragrance lovers.
Our first priority was to eliminate any association with “knockoffs.” We achieved this through a meticulous focus on quality and experience, from the heavy feel of the bottle to the premium unboxing ritual. The brand’s visual identity was designed to be minimalist and elegant, allowing the product itself to communicate its value without shouting.
The communication strategy was key. Instead of direct comparisons, we used evocative language and scent note descriptions that would be instantly recognizable to a knowledgeable fragrance connoisseur. This created an “if you know, you know” appeal, making the customer feel intelligent and discerning for choosing a high-quality alternative.