By definition, luxury brands are good brands, fairly valuable, and at least important to the selected group of socio-economic elites. Luxury, however, is not about being unavailable. After all, you can’t profit from consumers who can’t buy your brand. But the luxury is that the consumer stretches himself a little and buys something special but quite expensive for his financial means.
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Once you get used to driving a BMW 760 (price tag: € 85,000 or more), it’s no longer a luxury, but for many, you may be happy to know that it’s a luxury. Alternatively, the Maserati Quattroporte Executive GT pays € 115,000 for the car-probably more luxury for you.
I think it’s good to admit two basic truths before going into a detailed discussion of luxury.
Luxury is relative.
The value of luxury changes. Today’s luxury is often the general expectation of tomorrow.
Some of the changes announced are only the result of historical myopia, but some progress is noteworthy.
There are more levels of luxury than ever before, comparable to a new level of prosperity. Weaver, millions, more millionaires, wealthier (annual income of over $ 150,000), wealthier (annual income of over $ 100,000), and closer to wealthy ($ 75,000) Exceeding annual income). The Toyota Camry (about $ 25,000) is considered a luxury car to some extent, the BMW 7 Series (about $ 115,000) at a higher level and the Maybach 62 (about $ 375,000) at a higher level.
Some luxury shoppers are a little less interested in buying a unified symbol of status/identity and choose to develop different styles and express themselves in their own way. The tension between theological (safer real luxury) and innovation has always increased luxury. Today, luxury tends to be more innovative than traditional ones.
Now, “out of class” shopping is increasing up and down
Wealthy people are not always forced to buy extensively (in fact, wealthy people usually look for the best deal of what they want to buy, no matter how exaggerated). So many rich people have also created a desire for luxury when and where they can afford it.
This tendency is exacerbated by veteran rich people who already know that objects lose their appeal as they become better over time as important experiences are remembered, communicated, and repeated.
Now there are more gorgeous hits and fewer classics. Luxury is defined by the classic past. Innovation-led now is also evident in the non-luxury sector, which undermines, but short-lives, the success of luxury brands of the day.
The unchanging nature of luxury
Despite all these important developments, the nature of luxury remains essentially unchanged.
People buy luxury brands as follows:
It feels different from the crowd.
Feel the great privilege.
Feel the value and importance.
Reward yourself for your efforts and achievements.
Comfort one and recover from misery or misery.
Signal status and order recognition and respect.
Demonstrate sophistication, expertise, and/or perfection.
You can enjoy the sensations, feel the sensations and sensations, and create the infrastructure for a positive experience in the future.
Join a specific group or lifestyle.
Signals affiliate and included.
Remember the “real” (desirable?) Identity.
Awaken hope and strengthen motivation and strength.
Make yourself happy, hug yourself, and take care of yourself.
I feel loved, cared for, and even ruined.
Show gratitude, gratitude, or great affection.
Luxury brands specially designate as materials for consumers to perform one or more of these tasks.
Luxury brands are, first and foremost, the highest quality products and/or services (quality intervals from competitors are recommended, but not required).
Products and services not design and planned according to consumer tastes and expectations, but they may appeal and satisfy hidden deep-seated desires. It has an air of leadership. It’s extraordinary, unique, original, artistically creative, wonderful, and novel (although there’s never anything weird to resist ridicule or potential).
The most important value of a luxury brand goes beyond the functionality and practicality of the original product.
Some luxury brands are extra/extra/unnecessary and too generous about them. Obviously not needed: use of unreasonably expensive content, performance beyond all needs and requirements, exaggerated level of service.
Luxury brands always express indifference to values, high values, ideas, unique cultures, hedonism, passion for life, and free consciousness.
Luxury brands are never run in a democratic way
but by authority and dictatorship, by talented creators and inspiring leaders.
Luxury brands are certainly rare or never hard to reach. Brand awareness and desire for it can be broad (if you need to limit the number of buyers) or limited to acquaintances. Even the buyer himself cannot buy luxury brands often.
Luxury brand consumers, unlike others, expect to protecte from them (no mixing policy). At the same time, they expect special intimacy between them and the company and its managers, as well as flexibility regarding rules that affect others.
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