What does the strategy "Flaunt COO" aim to achieve?

The strategy "Flaunt COO" (Country of Origin) focuses on leveraging the positive perceptions and associations that consumers have with products from a specific country. By highlighting the country of origin, brands can create an emotional connection and build trust, as certain countries are known for their craftsmanship, quality, or luxury status. This approach aligns with luxury marketing practices, where the heritage and prestige associated with the origin can enhance the perceived value of the product.

For instance, products made in Italy may be associated with high fashion and superior craftsmanship, while Swiss-made goods are often linked to precision and quality in watchmaking. By promoting these associations, luxury brands can attract customers who value authenticity, exclusivity, and a strong narrative related to the product's origins, enhancing their appeal in the luxury market.

Options that suggest hiding or reducing connections to a specific origin would not align with the goals of this strategy, as concealment or minimization would detract from the value derived from emphasizing the positive aspects of the COO. Focusing purely on pricing strategies overlooks the importance of brand story and heritage, which are critical to luxury consumer decision-making.