By Cassandra Bianco (@cnbianco)
Last month in Paris, my tourist urge kicked in to line up at Ladurée, known as the macaroon mecca (of swooning.) These shops are the quintessence of Paris. But what I will never forget was how the macaroon messieurs ever so carefully select each pop-art cookie and place it in a decorative box, as if each one is a diamond necklace. I realized there was something quite different about Ladurée, and continued to muse this macaroon madness.
In honor of yesterday’s Ladurée New York debut in the U.S., I’d like to point out some key factors which make this centennial franchise so successful.
Here are 3 fundamentals in building a long-term brand:
Branding. Ladurée’s packaging is never anything but immaculate. This is also a key element for e-stationary company Paperless Post’s success.
Quality and Style. The product’s first-class ingredients are from around the world. The store interior design is reminiscent to Versailles. And just like a fashion house, Ladurée launches a new collection of flavors each season. During Christmas one can find spicy wine-infused ruby macaroons wrapped in gold foil.
Nostalgia. Macaroons are a whimsical food, and present a loveable twist on candy shop nostalgia. Ladurée also manages to transcend this historic character (think Sofia Coppola’s Marie Antoinette,) to being current. The brand often cross-promotes with high-end fashion lines, where past partners have included John Galliano and Christian Louboutin.
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