Concept Creation, Launch and Member Acquisition

Luxury Branding was the driving force behind the origination of the Southern African Luxury Association, SALA – a non-profit association conceived in 2009 with the objective of providing a platform to support the growth of the region’s luxury and premium lifestyle sector.

Drawing on international associations such as Walpole (UK), Altagamma (Italy) and Comité Colbert (France) that provide a forum in which brands and individuals that serve the luxury and lifestyle industries can congregate and network – SALA was created as the equivalent Southern Africa trade association where historically no formal collaboration with the luxury sector had ever existed.

SALA serves to encourage interaction, foster knowledge and foment debate in a shared forum.

Luxury Branding directed and funded the launch and first year’s operation of SALA. We designed and supervised SALA’s inaugural research study, which was published in December 2009 and Piers Schmidt chaired a series of four industry ‘Briefings’ that were hosted alternatively in Cape Town’s One&Only Hotel and the Hyatt Regency, Johannesburg.

By the close of the year membership had grown to 66 organisations.

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