There is not only one luxury: instructions to learn how to recognize it
Posted: Sun Jan 12, 2025 5:28 am
Luxury is an elusive concept. To try to pin it down, Jean-Noel Kapferer and Vincent Bastien ( The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands , 2012) break it down into five specific definitions , which are central to the development of marketing strategies in the luxury sector, both in the sense of valorising them and in the sense of a reasoned distancing: luxury as an absolute concept, luxury as a relative concept , “my luxury” conceived as an intimate and personal choice , luxury as a sector of activity and finally luxury as a strategy or business model.
Absolute luxury. It evokes lifestyles, objects and services that are very expensive, highly bahrain phone data personalized, almost inaccessible. Its latent social function is to recreate a social stratification, particularly necessary in countries that cultivate an idea of a classless society (such as China or the United States). It is the possession that determines the meaning and pragmatics of consumption and in this case marketing is not very effective, almost inessential.
Relative luxury. Luxury for whom, and not luxury compared to something. In this case it is no longer possible to rationalize the motivations with respect to quantifiable KPIs. This meaning is linked to the notions of excess, goes well beyond simple functional reasons and borders on a territory of pure pleasure and desire.
Absolute luxury. It evokes lifestyles, objects and services that are very expensive, highly bahrain phone data personalized, almost inaccessible. Its latent social function is to recreate a social stratification, particularly necessary in countries that cultivate an idea of a classless society (such as China or the United States). It is the possession that determines the meaning and pragmatics of consumption and in this case marketing is not very effective, almost inessential.
Relative luxury. Luxury for whom, and not luxury compared to something. In this case it is no longer possible to rationalize the motivations with respect to quantifiable KPIs. This meaning is linked to the notions of excess, goes well beyond simple functional reasons and borders on a territory of pure pleasure and desire.