Luxury Brand Model
This clientele helped reinforce the brand’s central message: Bijan was clothing for people at the highest levels of wealth and influence. However, the company did not simply depend on famous customers. Its larger achievement was turning the idea of exclusivity itself into a marketing strategy. The customer was not only buying clothing; they were buying access to an experience associated with a very small and selective world.
Bijan Pakzad died in April 2011 after suffering a stroke. His death marked the end of the founder’s personal leadership but not the end of the brand. His son, Nicolas Bijan Pakzad, subsequently became involved in leading the family business. The younger Bijan inherited a brand with a very strong identity but also faced the challenge of making it relevant to a new generation of luxury consumers.
