Let the difference luxury position in relation to normal. You can specify the conditions of this eccentricity? What are the rules or standards of luxury brands will be true for a break?
Jean-Marie Floch for the film is the natural attitude of the merchant requests to optimize profits in the short term. In fact, everything is driven by the logic of mass markets should remain outside the sphere of true luxury: the consumer does not see the outside, of course, are the characteristics?
Jean-Marie Floch for the film is the natural attitude of the merchant requests to optimize profits in the short term. In fact, everything is driven by the logic of mass markets should remain outside the sphere of true luxury: the consumer does not see the outside, of course, are the characteristics?
The definition offered by Jean-Louis Dumas-Herme`s, the late former President Herme`s reported by Lallement, going in the same direction: ""luxury brand is one that meets three conditions: beautiful design objects, consumer choice as the best vector of communication and, ultimately, to decide freely. ""What formula! Beauty, customer, as heralds of the brand, and ultimately freedom, in which we meet again with the rejection of the global economic logic.
The construction of beautiful objects is not only the most luxurious (think IKEA and Conran) and the concept of beauty is subjective. When choosing consumption as the main vector of communication is more sophisticated strategy, including brands that aspire to a state of life. But it applies in areas that are not fancy, for example, activation of social networks on the Internet. We were the third-Herme`s statement Dumas: freedom. This independence restrictions, regulations, and customs is the prerogative of luxury that something extraordinary is defined by a large and adequate space differential. Luxury product that distinguishes us from others; This is a sign of emergency and freedom (in relation to the specific rules). Similarly, they should be arranged and promote extremely which means that this possibility.
Deviation from the rules is the essence of luxury, the basis for most of the definitions we have seen, both production and perception.
Luxury is not only a denial of mass consumption, but also the rejection of certain principles on the basis of an agreement accepted by many luxury positioning reflects the distinctiveness as evidenced by sociologists. The antithesis of the deluxe will be rare, elite, expensive, beautiful, original, surprising, superfluous, refined, creative, inaccessible, representative of the authorities, and so on. Everything will depend on the type of selected standards and perceived deviation.
Implications are manifold, if we accept this definition as the mother of all others. Each brand will have to set up your own luxury that is a way to be competitive as a luxury brand, which determines the rules of the difference going to go away and that these deficiencies can say. In fact, most luxury brands carefully cultivate its originality, that is their differences that often develop in different directions in time in such a way to express themselves luxury, but also confirm the identity of his wealth. This ability to mark their difference can be characterized as a luxury brand only if it is accompanied by its position on the right side of the square of the semiotic consumption, which plays in the logic of desire and pleasure, respectively, activation of myths and dreams, as well as fun and aesthetics.
Consider the case of Ferrari: Borders prestige manufacturer about 8000 the number of vehicles produced per year. This is the first guarantee of Malthusianism exclusive brand (several) satisfied customers; Porsche also introduces a dramatic difference, his competitor was the goal of approximately 90,000 vehicles in digital advertising 2018. The second Luxury Ferrari is based, of course, their old presence of international racetracks for almost a hundred years, and especially in Formula One. Scuderia has collected no less sixteen World Championship titles since 1950 is not enough to say that the fans dream of Ferrari cars unique; Brand sixty years of existence managed to jealously preserve its status of myth. The absolute difference should be the winner over all other competitors (loss). Glazier Daum cultivate the only difference European trademark for the production of p-eat glass of the lost-wax method. Its history is closely linked Decorative Arts and the School of Nancy in the early twentieth century. Daum appears, in this sense, as a good example of these traditional luxury brands made of a glorious past, often associated with art movement. It is a resource that is difficult to compete younger competitors; However, the prestige of the same tradition is not enough to ensure the suitability and competitiveness of the product range today Daum.
Reasonable luxury
As a counterpoint to these two examples, the case of Zara can bring more light on the concept of luxury. From the original business model, a brand of ready-to-wear is the one who suggested in a continuous, fast and efficient, the latest fashion products. Zara founded difference services (new products every week) and welfare (guaranteed to be fashionable), which offers its customers through logistics domain, which is higher than its competitors. Its time to market (from 2D design to the product in the store) is less than two weeks.
The approach is innovative, and it is probably the most successful business model in this area. This success is based on logical volumes, supported by excellent logistics, the outer periphery of the character position we have qualified as a real treat. This was confirmed by setting the square of the wear Zara. The constant renewal of its products is both a strength and weakness: the universe is constantly changing brand can not provide good results, consumers can dream world. Zara is weak utopian / mythical peak. However, it is anchored in hedonism, pleasure and fun in a way that gives the competitiveness of its offer. In addition, the brand cultivates the search for a minimal cost, to be able to offer products at the lowest possible price, which is the opposite of true luxury strategy.
Therefore Zara is a sign of luxury at affordable prices (or indirect), sales of as many customers. Of course, Zara offers a distinctive characteristic manner at a reasonable price, but this distinction is a fugitive. It is an important positioning of the company and no doubt, which leads to greater success. But it can not be confused with true luxury.
A real treat
In contrast to the position of Zara latest fashion at affordable prices can trigger an ad campaign watchmaker Patek Philippe in 2010 to mobilize their people. In black and white, without the voice of the time, the father with his son, watch model appears discreetly at the bottom of the page, the title: ""I never actually own Patek Philippe Just look at the next generation."" The announcement highlights the value of tradition and heritage, durability and uniqueness of the product, the opposite of logical volumes (sight does not indicate the scope and diversity of collections renewal). The main ingredients of true luxury combine in this Communication, deftly removing any blame for the buyer. dimensions economic and utilitarian are completely hidden for the transmission of values; the clock is no longer a luxury, expensive in terms of fashion becomes a symbol of pure tradition.
a treat the term used to distinguish it from the intermediate luxury as a matter of authenticity is critical. True luxury does not matter, it is not designed to do what it is not. Patek Philippe promotes its authenticity by the transparency of its brand identity and communication. Watchmaker is presented as a family business, which dates back to the nineteenth century, defending the lasting legacy of excellence and innovation, and promote their watches through its brand value. Comments mark their campaign in bright conditions in 2010 refers to the existential values in the upper right corner of the semiotics of consumption in the square: ""Our pictures show the father, who introduced his son to the Patek Philippe idealized world of the world where our customers can belong and share the long-term value of our family business.
The construction of beautiful objects is not only the most luxurious (think IKEA and Conran) and the concept of beauty is subjective. When choosing consumption as the main vector of communication is more sophisticated strategy, including brands that aspire to a state of life. But it applies in areas that are not fancy, for example, activation of social networks on the Internet. We were the third-Herme`s statement Dumas: freedom. This independence restrictions, regulations, and customs is the prerogative of luxury that something extraordinary is defined by a large and adequate space differential. Luxury product that distinguishes us from others; This is a sign of emergency and freedom (in relation to the specific rules). Similarly, they should be arranged and promote extremely which means that this possibility.
Deviation from the rules is the essence of luxury, the basis for most of the definitions we have seen, both production and perception.
Luxury is not only a denial of mass consumption, but also the rejection of certain principles on the basis of an agreement accepted by many luxury positioning reflects the distinctiveness as evidenced by sociologists. The antithesis of the deluxe will be rare, elite, expensive, beautiful, original, surprising, superfluous, refined, creative, inaccessible, representative of the authorities, and so on. Everything will depend on the type of selected standards and perceived deviation.
Implications are manifold, if we accept this definition as the mother of all others. Each brand will have to set up your own luxury that is a way to be competitive as a luxury brand, which determines the rules of the difference going to go away and that these deficiencies can say. In fact, most luxury brands carefully cultivate its originality, that is their differences that often develop in different directions in time in such a way to express themselves luxury, but also confirm the identity of his wealth. This ability to mark their difference can be characterized as a luxury brand only if it is accompanied by its position on the right side of the square of the semiotic consumption, which plays in the logic of desire and pleasure, respectively, activation of myths and dreams, as well as fun and aesthetics.
Consider the case of Ferrari: Borders prestige manufacturer about 8000 the number of vehicles produced per year. This is the first guarantee of Malthusianism exclusive brand (several) satisfied customers; Porsche also introduces a dramatic difference, his competitor was the goal of approximately 90,000 vehicles in digital advertising 2018. The second Luxury Ferrari is based, of course, their old presence of international racetracks for almost a hundred years, and especially in Formula One. Scuderia has collected no less sixteen World Championship titles since 1950 is not enough to say that the fans dream of Ferrari cars unique; Brand sixty years of existence managed to jealously preserve its status of myth. The absolute difference should be the winner over all other competitors (loss). Glazier Daum cultivate the only difference European trademark for the production of p-eat glass of the lost-wax method. Its history is closely linked Decorative Arts and the School of Nancy in the early twentieth century. Daum appears, in this sense, as a good example of these traditional luxury brands made of a glorious past, often associated with art movement. It is a resource that is difficult to compete younger competitors; However, the prestige of the same tradition is not enough to ensure the suitability and competitiveness of the product range today Daum.
Reasonable luxury
As a counterpoint to these two examples, the case of Zara can bring more light on the concept of luxury. From the original business model, a brand of ready-to-wear is the one who suggested in a continuous, fast and efficient, the latest fashion products. Zara founded difference services (new products every week) and welfare (guaranteed to be fashionable), which offers its customers through logistics domain, which is higher than its competitors. Its time to market (from 2D design to the product in the store) is less than two weeks.
The approach is innovative, and it is probably the most successful business model in this area. This success is based on logical volumes, supported by excellent logistics, the outer periphery of the character position we have qualified as a real treat. This was confirmed by setting the square of the wear Zara. The constant renewal of its products is both a strength and weakness: the universe is constantly changing brand can not provide good results, consumers can dream world. Zara is weak utopian / mythical peak. However, it is anchored in hedonism, pleasure and fun in a way that gives the competitiveness of its offer. In addition, the brand cultivates the search for a minimal cost, to be able to offer products at the lowest possible price, which is the opposite of true luxury strategy.
Therefore Zara is a sign of luxury at affordable prices (or indirect), sales of as many customers. Of course, Zara offers a distinctive characteristic manner at a reasonable price, but this distinction is a fugitive. It is an important positioning of the company and no doubt, which leads to greater success. But it can not be confused with true luxury.
A real treat
In contrast to the position of Zara latest fashion at affordable prices can trigger an ad campaign watchmaker Patek Philippe in 2010 to mobilize their people. In black and white, without the voice of the time, the father with his son, watch model appears discreetly at the bottom of the page, the title: ""I never actually own Patek Philippe Just look at the next generation."" The announcement highlights the value of tradition and heritage, durability and uniqueness of the product, the opposite of logical volumes (sight does not indicate the scope and diversity of collections renewal). The main ingredients of true luxury combine in this Communication, deftly removing any blame for the buyer. dimensions economic and utilitarian are completely hidden for the transmission of values; the clock is no longer a luxury, expensive in terms of fashion becomes a symbol of pure tradition.
a treat the term used to distinguish it from the intermediate luxury as a matter of authenticity is critical. True luxury does not matter, it is not designed to do what it is not. Patek Philippe promotes its authenticity by the transparency of its brand identity and communication. Watchmaker is presented as a family business, which dates back to the nineteenth century, defending the lasting legacy of excellence and innovation, and promote their watches through its brand value. Comments mark their campaign in bright conditions in 2010 refers to the existential values in the upper right corner of the semiotics of consumption in the square: ""Our pictures show the father, who introduced his son to the Patek Philippe idealized world of the world where our customers can belong and share the long-term value of our family business.