S.T.

Dupont is a French manufacturing company based in Paris, which has been making
luxury goods since its founding in 1872. Products commercialised include handbags,
lighters, collectible pens, etc. S.T Dupont is categorized as one of luxury brand which by
definition, a luxury brand is an outstanding brand, justifiably priced highly and destined, at
least primarily, to a select group of the social-economic elite.

Luxury brand classified into several levels which are signature brand, supreme brand,
and high-end brand. A brand could possess one or all of these levels to maximize the
potential profit. Meanwhile S.T Dupont itself possess all the level of luxury brand.
 Signature brand: where S.T Dupont produced a pen for Jackie Kennedy which
was one of a kind goods.
 Supreme brand: S.T Dupont has released the limited edition of James Bond
series when the premiere film out.
 High-end brand: products such as lighter, D-link and ready to wear categorized as
high-end brand as these are the high quality yet a massive production items.

The brand S.T Dupont still exist until today although has undergone the red line of business and
almost went bankrupt because it has 8 principles of luxury brand which are:

1. Vision sets the tone: S.T Dupont has a marketing slogan “be exceptional” to make people
who buy product from S.T Dupont feel exceptional, and feel special from the crowd.

2. Rarity and mystery heighten appeal: The James Bond edition is considered as rare and
unique product because it is a limited-edition product in which when the season has passed,
the product will not be available. This is the reason why rarity keeps the product stay elite
and luxury.

3. Obsession generates excellence: The quality of material that used by S.T Dupont is premium
so that makes S.T Dupont different with other brand. S.T Dupont also put a very precise and
luxury details every product that produced.

4. Origins serve as a touchstone: S.T Dupont brand was known as a supplier of luxury
leather luggage to the upper class with slogan “Le Nouvel Art-de-Vivre à la
Française” or “The New French Art of Living” showing a French lifestyle and only
targets the upper class since back then.

5. Emotional intelligence anticipates needs: provide a luxurious experience and special feeling
for customers when shopping at the S.T Dupont store as the pleasure derived from the
purchase experience becomes almost as important as the pleasure derived from
purchased product itself and certainly a major motivator for retail preferences.

6. Exclusivity ups the ante: A luxury brand will always be linked with the circle of those
who “run the world” (not everyone in every level can own and use the product from
this brand) at that certain period of time – and with the success symbols of the time.
So it is only certain people can access it. Nevertheless, other luxury brands derive
their status from being esoteric, i.e. known to only a selected few.

7. Appearance conveys status: The brand identity is targeted to upper class. So every element
that attached to the brand must be visually looks deluxe such as the store must be designed
to looks amazing, the logo must be designed to look expensive, etc.
8. Expense is reassuring: the Price is expensive because a luxurious brand expresses
zealousness for quality, together with sense of hedonism, passion for life, and a free
spirit.
Conclusion: with consistency of value as luxurious brand and maintaining the 8 principles
that have been mentioned, S.T Dupont can still exist until today as luxury brand and gain
profit.