The New Rules for Luxury | Alex Tymann, Hēdoïne

In today’s ‘New Ruels’ feature we hear from Alex Tymann, Co-Founder of Hēdoïne, the innovative and edgy seamless tights brand, that also happens to be one of Walpole Brands of Tomorrow Class of 2020. “Customers want to see behind the scenes now more than ever before and they expect brands to participate not only in environmental initiatives, but also politically and socially. They want us to raise a voice and take a stance.”

How has your approach to marketing evolved following the COVID-19 outbreak? Or has it remained the same, and if so why?

Our approach to marketing definitely has evolved following the COVID-19 outbreak. We’ve always been a customer-centric business, yet the pandemic has propelled us to connect with our market on an even deeper level.

We put information and connection over sales (which included stopping advertising), learned the art of producing quarantine-friendly photo shoots and realised that pictures can be less glossy but still feel high-end. We also developed and launched new products, despite having a significantly interrupted supply chain, and were involved in a lot of charity projects.

Customers want to see behind the scenes now more than ever before and they expect brands to participate not only in environmental initiatives, but also politically and socially. They want us to raise a voice and take a stance. As a team we like to say it as it is, so we embrace that demand as we always stand for honest and transparent communication.

The disruption to normal business practices caused us to truly reflect on our core values as a business, and we therefore also prioritised the development of our Sustainability Agenda. We created a resource on our website where customers can learn more about our processes end-to-end, as well as get intimate with our goals and values.

With the aim of seeing the silver lining in all this, we’re grateful for the changes that have occurred and we love seeing how much our customers appreciate authentic communication and connect with our values. It has brought us all a little closer together. Not literally – keeping a safe distance!

What, in your opinion, are the ‘new luxury marketing rules’ for the ‘new normal’?

  1. Raise your voice and believe in something as a brand rather than trying to be ‘one size fits all’
  2. Become activists in all forms
  3. Respond to world events and social issues in real time, rather than sticking to old agendas
  4. Be more authentic, less perfect, less photo-shopped

www.hedoine.com