Three Elements Of The Upgraded Version Of Luxury Goods: Slow, Experience And Morality

With the development of luxury industry, "

The definition is also changing.

When it comes to luxury, people no longer understand it as a brand or something, but the definition of luxury is constantly enriched and expanded.

What are the main elements?

Xiao Bian starts from three points:

Slow luxury: luxury is the precipitate of time.

Luxury brands should encourage people to slow down and explore meaningful things with admiration and deep thinking.

Luxury consumers have been tired of explicit luxury, and gradually pursue slow luxury and hidden luxury.

Luxury brand Maison Martin Margiela's household goods series "TheLine13" has been developed for 13 years.

This series only publishes a product every year, from the door opener of ostrich egg shape to champagne barrel, which embodies the aesthetic minimalism and luxury of the brand.

Portuguese White Wolf Hotel (WhiteWolfHotel) brings a quiet and peaceful meditation experience to high-end travelers.

Each occupant owns a house with white tone as the keynote. Each house has a unique design, giving people a feeling of sneak into the ground, symbolizing the relationship between man and nature.

Experiential luxury:

According to a survey of luxury consumers in Boston by BCG, 51% of luxury consumers pursue "rich experience" more than luxury goods themselves.

Therefore, a new type of experiential luxury is rising. People are looking for new ways to lay down their work, slow down their pace, and learn to think and appreciate.

The focus of tourism is always the consumer experience and the mainstay of the luxury market.

But the way of tourism is also changing, not just limited to old tourist attractions and five star hotels.

The new luxury is personalized aesthetic style and unique "escaping" experience. Under this concept, the destination of tourism may not be so important, the important is the residence, or the residence is the destination.

The Portuguese White Wolf Hotel mentioned above is a good example.

Another example of luxury experience is London's high-end department store, Selfridges.

Selfridges began to explore personalized retail. Its perfume Laboratory (FragranceLab) provides a unique analysis experience for individual customers to identify iconic perfume.

There will be more and more personal experience and store experience like this.

In the future, the new concept of luxury will present new ideas and forms in a more open and sincere manner.

Moral luxury: luxury is a rich value presentation.

Luxury brands bear social and moral responsibilities, and their brand value should also contain rich moral values.

Fashion brand Zady encourages consumers to buy products with "less and better" products, and try to buy durable and durable products.

Similarly, the United States is very simple.

Everlane advocates the concept of "thorough pparency", that is, consumers have the right to know the cost of production and manufacturers.

These new ideas about luxury offer new opportunities for luxury brands.

For luxury brands, it is very important to understand the pfer of consumers' desire and plan the brand development path.