{"id":73407,"date":"2016-04-11T15:27:00","date_gmt":"2016-04-11T14:27:00","guid":{"rendered":"http:\/\/amateurphotographer.co.uk\/?p=73407"},"modified":"2016-04-12T12:26:49","modified_gmt":"2016-04-12T11:26:49","slug":"hasselblad-banned-word-luxury-plans-widen-market","status":"publish","type":"post","link":"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/hasselblad-banned-word-luxury-plans-widen-market\/","title":{"rendered":"Why Hasselblad has banned the word \u2018luxury\u2019 and plans to widen its market (update)"},"content":{"rendered":"

Hasselblad CEO Perry Oosting<\/em> [credit: Andy Westlake]
\n<\/em><\/p>\n

In an interview with Amateur Photographer<\/em>, Oosting also revealed how he wants to put the product first and retain a \u2018premium photography\u2019 focus with a nod to Victor Hasselblad\u2019s vision as a maker of cameras, not only for professionals, but for a wider audience passionate about photography.<\/p>\n

\u2018We are not luxury goods. The word luxury is banned in the company,\u2019 retorts Oosting when asked if he wants Hasselblad to be a pure photography brand, rather than adopt the \u2018luxury\u2019 goods tag associated with the now discontinued Lunar models, one of which sported an olive-wood grip.<\/p>\n

\u2018I don\u2019t want to hear the word luxury \u2026\u2019<\/p>\n

As a former managing director at Prada and Bulgari – and ex-commercial director at Gucci \u2013 this may come as a surprise to some. But the Dutch-born CEO is adamant there is no room for \u2018bling\u2019 at a company whose photographic history dates back to 1841.<\/p>\n

Not that he is averse to a touch of luxury away from Hasselblad\u2019s office in Gothenburg. \u2018You know what luxury is?\u2019 reflects Oosting with the hint of someone looking forward to his next holiday. \u2018Luxury is sitting with a good glass of red wine in Tuscany with friends, having a really great spaghetti \u2013 that is absolute luxury\u2026 there is no other luxury in my personal opinion.\u2019<\/p>\n

\u2018For me, we are not a luxury brand. We are a premium photography brand\u2026\u2019<\/p>\n

\u2018Respect\u2019 for history<\/strong>
\nWhile Oosting wants the firm to \u2018respect\u2019 its heritage and be proud of its association with optical quality, \u2018iconic design\u2019 and Swedish craftsmanship, for example \u2013 which he describes as the firm\u2019s USPs [unique selling points] \u2013 he also wants a future Hasselblad to embrace the photographer\u2019s \u2018unique imaging experience\u2019.<\/p>\n

\u2018In the long term, Hasselblad could be playing a part in that. And that was also the vision of Victor Hasselblad. It\u2019s not that we got away from the brand. [Victor] wanted to make great photography for a wider audience. The V system was not only for professional users, it was for people who were passionate about photography\u2026\u2019<\/p>\n

As Hasselblad moves with the times, it seems that video functionality \u2013 as featured on the new 100MP H6D<\/a> \u2013 will be part of the photographer\u2019s imaging experience. So, would Hasselblad consider targeting a separate market for filmmakers?<\/p>\n

\u2018Yeah, I think this is something we need to explore,\u2019 said Oosting, who was appointed Hasselblad CEO in early 2015. Oosting indicated that he would like to see Hasselblad cameras available to a wider range of users. Perhaps a digital XPan? Oosting remained tight-lipped, only saying the firm is working on \u2018new things\u2019.<\/p>\n

Price cut widens audience<\/strong>
\nHe pointed out that, to some extent, Hasselblad has already made moves to open up its medium-format market by slashing the price of its \u2018entry-level\u2019 H5D-50 to $12,500 as part of a promotion last Christmas.<\/p>\n

The move paid off by triggering a three-times increase in lens sales. \u2018We did 25% of our annual volume by that price point in one month.\u2019<\/p>\n

Oosting said the plan to widen its market doesn\u2019t stop there. \u2018But we need to do it when we are ready, when we can do it and when we can deliver quality and value to this proposition.\u2019<\/p>\n

Perhaps Hasselblad\u2019s current user base will help its cause. Oosting regards Hasselblad as a camera for \u2018creatives\u2019 and \u2018very different\u2019 to Leica whose cameras are aimed at photojournalists, for example.<\/p>\n

\u2018If someone has the legitimacy to attract a wider audience I think it should be us. It sounds arrogant and it\u2019s not meant like that.\u2019<\/p>\n

Asked about Hasselblad\u2019s current financial position, Oosting conceded that the future will not be \u2018a walk in the park\u2019, and the firm will not have the \u2018craziest marketing budgets\u2019.<\/p>\n

But he believes the company is investing in the right areas of business and, crucially, putting the \u2018product first\u2019.<\/p>\n

\u2018That\u2019s the most important thing. Otherwise you end up like a marketing air balloon\u2026 that\u2019s what we try to avoid.\u2019<\/p>\n

HASSELBLAD OFFICIALLY DITCHES LUNAR CAMERAS<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

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