Luxury does not mean very expensive but the way your product/brand is judged.
- Art is the aesthetic and social guarantor of Luxury
- ‘Beauty, art and luxury are inseparable from happiness’ —Joel Rosenthal (Jewellery designer/retailer)
- Products are a kind of art: Luxury –as perceived by people are handicraft of art, applied art and so on.
- Luxury Brands and art are both expressions of emotion and passion; therefore, the idea of integrating artworks in a store environment is a question of affinity.
- Luxury Brand and Unique retail draws on the principles of art and magic to assemble the Charismatic Persona of the People (or individual) and diffuse their aesthetic ideology to the luxury brand. (even charismatic director(s) equals the ‘charismatic’ designers, to establish brand ‘legitimacy’
- Luxury draws its attention to its symbolic uses with little regard for the material form that it takes (watches, jewelry, clothes, car, housing, tourism, cuisine, perfume…) And towards the postures, ways of speaking, interests and relationships to time and space that luxury brand organizes.
- It is not the ‘objects’ that furnish us with a definition of luxury but the relationships that develop with regards to them.
- The key to maintaining ‘luxury’ brand legitimacy is managing the charismatic aura of the personalities of and behind the brand —an important aspect. Indians have absolutely no clue of and are unwilling to listen, accept or embrace. Without a change in their mindset, mindscape and aesthetics, one will not find a luxury brand of world class, ever in India. IF YOU FIND ONE, PLEASE CALL ME: 98450 27729)
- Charismatic legitimacy is based on creating devotion to the exceptional charismatic persona of the brand, the Creative Directors –who design or edits the products… …> the diffusion of the leader/designer/brand’s aesthetic vision.
- Charisma is an exceptional quality that a man has (regardless of whether that quality is real, presumed or faked), which gives that person an authority to which others submit —has a kind of aura.
- Charisma (or fascination) needs to be integrated into luxury management strategy. Charisma refers to clusters of images or symbols and may constitute an archetype or a fiction deeply embedded in the consumer imagination.
- Brand persona folds personality traits and psychographic details into a caricature, for example the hero, the bnlond bombshell –is central to luxury retail.
- Vuitton, Chanel and Dior appear to best exemplify the use of Charismatic Legitimacy. All the luxury brands use art and artistes as a source of legitimacy. Try selling this concept to an Indian company. (they want an answer: logical or rational and right or wrong. Art or Luxury are invisible and inexplicable aspects of humane emotional needs. Luxury or art could give an interesting or unique answer but certainly not the best answer; after all there isn’t ‘one’ such thing)
- Luxury has a high ‘ratio’ of intangible value to price.
- A brand and its products is luxury for those who dream of the brand. Dreams are an integral part of human beings. They do not necessarily need to be satisfied; sometimes, their very existence alone makes us happy.
- Dreams are beyond need or desire. “Others have taste; I have dreams.” –Ralph Lauren
- In luxury, if you want to do a breakthrough, don’t look around –look ahead > take risks > be the first
Luxury as a ‘social marker’: Anything that can be a social signifier can become luxury