Buying with confidence: in search of the ultimate label
Despite a difficult start to the year for the luxury sector, the Swiss Made label continues to captivate the world, with CHF 21 billion worth of watches exported in 2019. Through this example, one wonders: where does this unshakeable trust come from? How does one create the ultimate label that triggers the act of purchase?
Lost trust
Throughout history, word of mouth has reassured the client. Knowing the producer, their way of working, the school they attended, the materials they use — these were all reassuring factors. With the growth of international trade, everything changed. Geographical and cultural references served as a guarantee for the reputation of a product or service. Some of them took centuries to build, such as artisanal know-how and culinary recipes; and more recently, technological expertise.
The culmination of this process being national labels such as "Made in Germany" or "Swiss Made". But with globalisation and the fragmentation of production chains, new doubts emerged. Consumers found themselves lost and feeling deceived. At times, legislation was needed to curb scandals — such as the 2013 law on the Swiss Made label.
Digital tools in the service of truth
With the digital transition, brands began monitoring their online reputation. Irresponsible behaviour was met with the fury of internet users. A review on a widely visited forum could determine the future of a company. In the global village of the internet, digital word of mouth was born. The relationship of trust could now rely on judgements offered by third parties. But this was before fake reviews and deceptive influence strategies came into play. The consumer then realised that the "supposedly incorruptible guarantee" could itself be "fake news" — as illustrated by the story of false TripAdvisor reviews, a platform that had become famous for its "so-called impartiality". On what ultimate criterion can one then rely?
Three key principles
The act of "buying with one's eyes closed" can be summarised in three principles: the fewer intermediaries there are, the easier it is to inspire trust — what holds true for food (direct from the producer) or craftsmanship (made in the jeweller's workshop) applies to all types of products and services. Next, when technology is involved, one must verify the relevance of a concept that typically falls under the banner of "scientifically proven". Finally, when seeking to justify a price, one must maintain a critical mindset and ask questions. If a brand tells you that its "innovative button" is worth a fortune because it took five years to develop, then ask the uncomfortable questions: "How many people worked on it?", "What was the level of investment?", "What knowledge and skills did you mobilise?" In short, critical thinking and curiosity are two healthy and indispensable attitudes that will give legitimacy and assurance to a purchase you will never have cause to regret.
