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What makes the dna of a luxury brand ?
The term Luxury has been overused and today any services firm or brand claim himself luxury with the sole marketing purpose. We can understad that, the luxury market will hit 250 billions by 2025. What makes it Luxury ? is the tradition of heritage brand , is it the craftmanship ? or the price ? – How would you define what makes a brand a luxury one … or not ?
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7 Replies
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i would say the part of “dream” it generates….thats what according to me a brand could be labeled as such.
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Rarity.
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I would say it’s the story behind the brand. The history of it…
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A.U.T.H.E.N.C.I.T.Y
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The concept of luxury has been a point of debate since the antiquity. In the Republic, Plato proclaims that anything which is not necessary is a luxury. In this sense, elaborate foods, beverages, clothes or chairs, are all luxuries. This position leads to the conclusion that luxury is the driving force of a society, which has to develop techniques, arts, warfare, in order to feed its appetite for luxuries, instead of being content with the bare minimum.
As an industry, Luxury crystallizes our society’s need for identifying social status and legitimacy. But it can also be the pure and uncompromising object of a personal attraction towards the beautiful, the exceptional.
It is the ultimate expression of what humanity can create, when dream, creativity, precision, craftsmanship and devotion work together in synergy
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True
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I personally believe the concept of luxe has changed in the past years, is now a Life Style. People consider luxe products or services that adapt to their particular activities but also companies with. story behind of Social responsibility and concern for the environment.
Packaging, customer service and support post sale is now a must for every Luxe company and no longer a motive of differentiation.
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