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With all the talk about an impending recession, much has been written about the
end of luxury brands as we know them and the need for new models to retain
current and attract new consumers.
Crans Montana,
the exclusive Swiss ski and golf resort may be a good model to study. Despite
its luxury status and celebrity guests, including Roger Moore and Giorgio
Armani, the resort has been successfully catering to different consumer groups
and needs -- most notably, Crans Montana’s four critically acclaimed golf courses.
Naturally, during golf season, these coveted greens are reserved exclusively to
those fortunate enough to have enough disposable income to spend. But, by
November the golf courses become a magnificent public “playground” for dogs,
skiers (downhill and cross), children with their sledges, moms pushing buggies
with their bundled up tots, couples, and those who simply wish to enjoy the
stunning views:
        
Of course, there are still plenty of ways to spend money on and around the golf
course: at the ski lifts, in the in-and outdoor cafes, at the ice rink, on the
new outfit to walk the golf course…
Trust me, it’s a magic place
any time of the year just with changing ideas of exclusivity as the seasons come
and go. Flexibility and turning your brand on “its ear” may well be the model
of the future.
**to read more articles by this author, click the name under the headline**
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Starbucks - make it my coffee spot in the morning, my meeting spot later on, my book club or library at night. Or, just keep pushing out the same coffee-flavored milk shakes all day?