Understanding The CRIME Framework In Luxury Brands

Hey, webheads! I’m happy to share that I completed the LVMH 2024 Certification this week, reason why this week’s post is a bit late. So I thought I could talk about a topic that got me curious, while I was doing the last module of the course.

Let’s get to it.

ENGLISH
What is the CRIME Framework?

Some context: the last module of the LVMH Certification I took is about Retail and Customer Experience, and there was a part where Anne Michaut, Director of the LVMH Academic Chair, talked about how we can approach clients considering the experience that they have in every interaction with our brands. Because every little online message, visit to the store or just surfing on our website is like a diamond, and we have to take care of it.

Many authorities in the luxury industry appeared in this course. What I liked especially about her intervention is that she talked about the CRIME Framework, and some key factors to have success in the luxury industry. I tried to learn more about this model, but surprisingly, there is almost no information about it, and every search would redirect me to links about actual crime, i.e. cases of corruption, ethical issues, financial fraud, etc.

So why not help this marketing theory to have the recognition it deserves? Because you can also apply it to any other industry if you understand it in the right way.

I am not (yet) an authorised voice, but I’ll explain it to you. I’ll take Italian brand Bvlgari for this:

• Customised - Understand that every customer has its own value
  Founded in Rome in 1884 by Sotirio Bulgari, the brand quickly gained a reputation for offering Italian excellence to customers. But it goes beyond that: wearing jewellery from this brand makes you feel like you are wearing a second skin, the Bvlgari skin.

• Relevant - Make the client feel inspired by your brand
  While respecting its Roman roots, Bvlgari has been introducing innovations that make it a leader in the jewellery world, crossing boundaries that allow the brand to share the future of this industry.

• Involving - The behaviour of the client with the brand
  While I was doing my research, I found that the brand is constantly looking to involve new talents who could share their vision of the jewellery universe, and develop new creative ideas. The Blvgari Studio Digital Campaign is a great example to show how we can overcome the boundaries of imagination.

• Memorable - Not “just” an experience, but a memory of your life
  Many elements define a luxury brand: scarcity, heritage, high quality… but what I think we should learn more about in this sector, is that they focus on designing unforgettable moments. The latest publication of the Italian brand, Beyond Time, is a great example of this because it is a sum of everything that it has achieved in the domain of watchmaking since the 1920s.

• Elevating - How immersive the client is within the brand’s universe
  Buying a piece of new jewellery always feels good. But why do brands like Bvlgari are more successful than others? That’s because they focus on making clients feel that they were introduced to an elevated universe that not everyone can enter. You are not just a fan of Bvlgari because it’s Italian, but because it’s Bvlgari.

See you next week, webheads!

ESPAÑOL
Llevo 35 semanas en racha aprendiendo Alemán

O lo que también son 245 días, 5,880 horas, 435,800 minutos, 21,168,000 segundos… bueno, algo así.

En realidad, llevo mucho más tiempo estudiando alemán formalmente en un instituto certificado, y no solo usando Duolingo. Pero pensé que hablar sobre esto sería una buena idea; aunque defiendo la idea de que una app no te va a permitir certificarte en un idioma y hablar como un nativo, es un excelente complemento.

Con el tiempo he entendido que aprender un idioma requiere, especialmente, tiempo y disciplina, más allá del esfuerzo que hagas por entender las reglas de la lengua que hayas elegido. Apps como Duolingo o Busuu son un gran recurso para ayudar a las personas a comprometerse con esta meta en el largo plazo.

El éxito de estas apps es su ecosistema simple que, además de recordarte en todo momento tu racha de aprendizaje actual, cuenta con un amplio contenido en vocabulario y gramática.

Suena un poco agotador solo pensar en eso, pero me ha gustado mucho que la app es tan fácil de navegar y la experiencia de usuario es directa, sin tantos rodeos. Por supuesto que tiene sus contras si solo usas el plan básico (como yo) como los anuncios, pero creo que es un precio justo por conocimiento gratuito.

Entonces, como suelo hacer cuando me pongo a escribir, investigué un poco al respecto. Hasta Bill Gates usa esta app, y no podría estar más de acuerdo con lo siguiente:

He probado Duolingo desde hace años y creo que jamás me había sentido tan cómodo e inmerso usando esta app durante unos minutos de mi día a día. En lo personal, me molestaría demasiado si llego a perder mi racha de más de 250 días (de hecho, se supone que debería de llevar casi 400 en este momento, pero en enero pasado me descuidé).

Thwip!