The tendentious Dr. Utterson | ‘Luxurious’ trend & Branding | Chapter 7

Things have changed… The traditional definition of luxury is losing content. Luxury will be whatever you want it to be.

Luxury, in a certain way, is related to scarce resources, and they are becoming an individual issue, specially, if the person is desperate to be different and unique. Does this sound like something strange?

Now, there are infinite ways to be unique. The days of better, more expensive, bigger are in the past. So, the concept has changed 🙂

Trend #7: Luxurious

The key is not to discover what is luxurious now, but to define and/or create it.

It’s a question of paying attention to the way that people in their different tribes are showing their status attributes.

Remembering Trend #1 ““Status & Recognition, some triggers could be:

  • Green, eco, sustainable…
  • Information and experience sharing
  • Mastery in something
  • Online image

Challenge #7: Create a unique experience

The challenge is simple to describe and difficult to implement (good brains are required): Create, design and launch something different, knowing that you are toasting with champagne on the Titanic’s deck.

The present “luxurious level” will descend in the Maslow’s pyramid to the “needs level” for future generations.

Interesting… Financial Times Special Report: Business of Luxury

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Allegro 234

About the author

Allegro 234 is a global branding and innovation consultancy that catalyzes your company grow through its brands and culture. [email protected]

Mar 10, 2010

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