Linjer's Luxury Analog Watches Appeal to the Millennial Collector
Laura McQuarrie — January 5, 2018 — Fashion
References: linjer.co & fastcompany
Linjer is a brand that prides itself on creating high-quality, minimalist and luxury analog watches without the high-end markups. Linjer is able to achieve this by embracing a direct-to-consumer approach that eliminates the middleman.
As much as smartphones have done away with the need for consumers to wear a watch purely for the function of telling time, many Millennials are supporting—and founding—watch start-ups with a focus on quality design and honest affordability.
Linjer launched a Kickstarter campaign that generated a million dollars in preorders, and it continues to tease its Pre-Order Collections online using a product page with a countdown that shows the precise moment in time when the prices of the Swiss movement watches will increase. Some of the styles offered by Linjer include The Petite, which boasts a feminine design, and The Chronograph, which is sporty.
As much as smartphones have done away with the need for consumers to wear a watch purely for the function of telling time, many Millennials are supporting—and founding—watch start-ups with a focus on quality design and honest affordability.
Linjer launched a Kickstarter campaign that generated a million dollars in preorders, and it continues to tease its Pre-Order Collections online using a product page with a countdown that shows the precise moment in time when the prices of the Swiss movement watches will increase. Some of the styles offered by Linjer include The Petite, which boasts a feminine design, and The Chronograph, which is sporty.
Trend Themes
1. Direct-to-consumer Brands - The success of Linjer's direct-to-consumer approach for affordable high-quality watches presents opportunities for other brands to cut out the middleman and reduce markups.
2. Luxury for Millennials - The emergence of high-quality, minimalist, and affordable watches designed for the Millennial market provides opportunities for disruptive innovation in the luxury goods industry.
3. Countdown Marketing - Linjer's use of a countdown to increase the urgency of pre-orders presents an opportunity for other brands to experiment with similar marketing techniques.
Industry Implications
1. Fashion Accessories - The emergence of direct-to-consumer luxury watch brands perfectly aligns with increasing consumer demand for affordable and stylish fashion accessories.
2. E-commerce - The success of Linjer's online direct-to-consumer sales model suggests opportunities for other e-commerce platforms to support similar startups and connect them with buyers.
3. Consumer Goods - The success of Linjer's minimalist luxury watches for the Millennial market highlights opportunities for other consumer goods brands to address the unique needs and preferences of this demographic.
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