We've been going through a phase of finding ourselves in a changed photographic market. There was quite a bit of discussion when we launched our own stores whether we were becoming a luxury brand. After all, our stores were quite reminiscent of jewelry stores.But we ourselves never considered Leica to be a luxury. The price point would suggest that it can be, for some people, but our goal is, and always has been, to produce a premium photographic tool.
We design and manufacture products first and foremost with the photographer in mind.With all the craftsmanship and engineering that goes into creating such a premium photographic tool, it reaches a certain price point.Digital Cameras Refurbished Preserving Both Money And Memories. For some customers, especially in their early years, Leica might be unobtainable. But as their income improves over the years, Leica products become more achievable for them. And when they see how our products are made by hand in Germany, they begin to understand the price point.
We know that we are not for everybody. We know that of the total photographic market, maybe only 10% would even consider buying a Leica. Out of the top 10%, only a small fraction actually will end up buying a Leica. We still consider ourselves part of that photographic market, so any product of ours has to make financial sense. At the beginning of product development, we make feasibility studies. If we feel that a potential product would price us out of the market then we won't produce it.
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