We at Umbrella like to think we deliver a premium service and product. However, it feels like increasingly, we’re having to justify and reinforce the use of the word ‘premium’ due to it’s over use and application to what seems like every category and product available today. When the term is being applied to toilet paper, we feel like wiping our hands of it, let alone our unmentionables. So for the purpose of this blog, let’s use the term ‘luxury’ because it’s a little piece of this that we ultimately aim to provide.
For real luxury brands, print is peerless in delivering something truly special. By it’s very nature, it’s more considered than digital or social media and allows more control and ownership of the customer experience. It is more skillful in its production and multi-sensual in it’s consumption, so as to make the experience far more emotive and, we would argue, compelling.
With the proliferation of premiumisation, the gap between everyday premium and luxury has closed. The rhetoric and aesthetics of the once elite are now common currency. We believe that a beautiful piece of print can make a clear distinction from the mundane, raise the bar of aspiration and set new standards. Luxury has to lead and innovate by it’s very nature – it’s purpose is to make people feel special, making it a perfect partner for beautiful print. We believe it’s the pinnacle and point of difference of any luxury brand.