[Leica] Are we no longer wanted?

[douglas.sharp at gmx.de (Douglas Sharp)]

I was looking up things Leica on the Web recently and noticed the number 
of hits that turn up for Leica on "lifestyle" pages.

It didn't seem to work after their flutter with Hermes, but now they 
seem to have got their products prominently "placed", or even 
"positioned" (in the words of the world of marketing)

No more mention of precision optics and superb engineering - it's all 
turned into up-market hype about the special finish, how they look and 
if they have a perfectly matching bag... everything in black, white, 
olive green, titanium and silver seems to be the name of the game.


The opening of the new Leica Shop in Moscow's uppest-market residential 
and shopping quarter at the end of May seems to be following the same 
trend. I wouldn't be surprised to find cameras in gold and royal blue 
with a double eagle or in Faberge enamel soon, packed in a matching 
Faberge easter egg.

Then Ferrari red, Bugatti blue, Mercedes silver and, and, and.........

The higher prices are obviously already a unique and exclusive selling 
point for people who want to be seen with a Leica as a lifestyle accessory.

The M8 Safari is almost sold out, the White Edition has gone completely, 
a D-Lux 4 Titan and a D-Lux 4 Safari are selling well.

This is all very good for Leica, but I think it bodes ill for the former 
target group to which we all most probably belong.


Cheers
Douglas