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Why Le Creuset Fans Keep Buying $400 Pots

The colorful cookware brand develops lifelong relationships with its customers.

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For more than a century, the French-Belgian company Le Creuset has assembled legions of fans around the world with its colorful and high quality cookware. This video looks at why some people are so devoted to this expensive brand, whose signature cast iron dutch ovens start at $400.

Questions:

  1. How does Le Creuset manage to turn customers into lifelong devotees of their brand?

  2. Why has Le Creuset branched out into areas like ceramics and tableware?