Prior to Vertu, there has been no opportunity to ‘buy the best’ in mobile communications.
Opportunities for Vertu exist because affluent consumers ‘demand and desire the BEST’ in the products they buy and services they use – eg watches, jewellery, pens, luggage, cars etc. The Signature range, launched first, had a polarising appeal and although the materials and price tag position it as ‘uber luxury’, its market is niche.
‘Obsessively Crafted’ is intended as the essence of the Vertu brand, manifesting itself in the market in the Signature and Ascent ranges.
The tangible support for this claim: every element within the product ‘demonstrates rarity’.
The $23,000 phone.
The brand stood for $$$ with little knowledge of a rationale behind the expense. This began to undermine the aspirational value of the brand among a broader target.
Obsessively crafted as the brand’s essence is highly relevant to communicate both rationally and emotionally to potential patrons, but wasn’t being done properly.
Superior quality of combination of materials Distinctive leather craftsmanship combined with steel Attention to detail and finishing sensations – feeling and touching.
Versatility in everyday life Irrespective of how precious, unique and beautiful the device is being a main challenge. The phone is still a product likely to be used everyday .. in a world where technology is acknowledged to be changing rapidly.
Every aspect of Vertu needs to communicate rarity. At a conceptual level, it is difficult to relate ‘luxury’ to mobile phones because:
Become obsolete quickly
Easy to change
In order for Vertu to be considered an upper tier luxury brand it needs to not only seduce through the senses but offer a unique value proposition in terms of service. Enter the Vertu Concierge.
A Guiding Light.
At the heart of every Vertu experience is the independent concierge Service designed to meet your every need. Around the clock, you will receive expert assistance, recommendations and priority bookings.
From creating bespoke gifts to accessing money-can’t-buy events, experiences and everything in between. The concierge team will do their utmost to Fulfill every request and can be accessed directly from your handset with the touch of a single button.