: something pleasurable that induces a usually minor feeling of guilt
Everyone must have their own guilty pleasures one way or another; either fashion, clothes, shoes, bags, cars, gadgets, or even foods. Luxury products definitely fits into this category perfectly. Luxury, the excesses of life, is not what one needs, but what one wants. So, what is luxury exactly? Well, it depends on who you ask. Luxury can be exclusive, expensive, extraordinary, special materials, high-end packaging, personal experience, scarcity, private, classic, unique, in the know, prestigious, instantly recognisable and so on. However, money is not the only issue here; you have to know how to spend it rather than simply having spending power. It is considered a personal preference for any individual and a matter of taste. Coco Chanel once said,
"Luxury lies not in richness and ornateness but in the absence of vulgarity"
Luxury doesn't always mean big logos of brand name out front ...
Discreetness of luxury is a new trend nowadays ...
How do these brands typically communicate to the world? They can communicate through experiences; fashion shows, private events, stores, online.
They can communicate through forms; fine materials, hand-crafted, beautiful package, craftsmanship.
Or they can communicate through essence.
One way or another, design is critical to all the touchpoints of a luxury brand in which it has to manage its consistency throughout, one of the most important things to keep in mind all the time!
PS. I'm just a simple girl with my own views to the world. I have to say this is my first blog ever and I'm doing this as a part of my studying for Managing Luxury Brand subject, Luxury Brand Management course here in London. I'll keep posting stuff from my class and also what I think it is interesting through my course of life. Hope it will be useful for just anybody, no matter who you are and where you are in this whole wide world ...
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