Tony Drockton

What differentiates a luxury brand from other types of brands, and what do luxury brands need to do in order to drive value and keep on thriving, even during an event like a pandemic? That’s what you’ll hear about today from Tony Drockton, Founder and Chief Cheerleader at Hammitt, a company that sells luxury purses and bags. Listen in to hear what Tony has to say about value drivers, customer experiences, and what wholesale brands should be doing if they want to transition to selling directly to the customer.


Topics Discussed in Today’s Episode:

Tony’s background
What Hammitt is all about
Value drivers that are important to the Hammitt bag
Changes Hammit had to make during the pandemic to reach customers
What kind of experience customers have at Hammitt
Suggestions for wholesale brands
How Tony looks at the mix of distribution
New store locations because of the pandemic
Tools that will be important for brands to implement
Tony’s favorite places in Hermosa Beach



Tony Drockton





“The customers like to say that Hammitt is the most functional luxury bag they carry.”

“I believe the luxury category requires that human touch. That one-on-one.”

“Bad retail has always been dead.”