From Loewe to Bottega Veneta, luxury brands invest in craft beyond the product

Major luxury houses like Loewe and Bottega Veneta are increasingly focusing on the concept of craftsmanship as a core brand pillar that extends past their physical goods. This strategic shift involves investing in artisanal heritage, cultural initiatives, and educational programs to reinforce brand identity. For the luxury goods sector, this move signals a transition toward selling a lifestyle and a set of values rather than just high-end merchandise.