If I tell you about Jeff Bezos you will all know who he is! On the other hand, if I mention the name of Josiah Wedgwood, I imagine that it will mean nothing to you! Yet they have both revolutionized the way of doing business and marketing! Moreover, Wedgwood is today considered both the father of modern marketing and the creator of the first luxury brand. Born in 1730 in England, from a potter father in great financial difficulty, Josiah will however completely change the way of doing his job.
While all the potters were making poor quality products, Josiah met a potter who invented a “tortoise shell” glaze. By coming up with a new product, this potter received a lot of praise and was able to drive up his prices.
The queen seen as an influencer
It was a revelation for Josiah who had just understood that a product without new experience was worthless. And this is where he begins his marketing study. Seeing that the bourgeoisie drank tea out of porcelain, he said to himself that he had to offer a less expensive but equally aesthetic alternative to the rest of the population so that they too could experience a moment of grace.
He therefore decided to develop cream-coloured tableware that was just as elegant as porcelain, but with the sturdiness of everyday use.
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Some time later he was invited to a competition to present his creations. The winner will be elected Queen Charlotte’s Official Service. For him, the queen was the biggest influencer of the moment and he therefore had to do everything to seduce her. which he will succeed.
Suddenly, the value of his business skyrockets, he offers himself advertisements in the local newspapers and presents his pottery under the name of “Queensware”. Suddenly, even the bourgeoisie began to desire his creations.
At a time when no luxury brands existed, he opened a showroom in London and created hype by capitalizing on consumers’ desire to look like the queen. He will even end up creating a small room in his shop which will be reserved for personalities and of which he alone will be the key. Suddenly his brand becomes exclusive and rare.
The first merchant to offer both free shipping and free returns
Thanks to this success, he was able to expand in the United States, create ultra-modern workplaces for the time and continue to develop his brand by launching new products and testing many acquisition channels such as advertising. , door to door, retail and the meetings that will be called “tupperware”.
To attract even more customers, it will be the first merchant to offer both free delivery and free returns on broken goods. At the same time, he pushed for the creation of a large transportation channel that would reduce his losses.
By the time of his death from Josiah in 1795, he had amassed a fortune equivalent to over £100 million and was the 4th richest man in all of England. Passed down for generations, his company, Wedgwood, continues to exist today and makes approximately 500 million in turnover each year! How a good brand image and an innovative spirit can take you through the ages!