WHAT DOES THE LUXURY BUYER

LOOK FOR IN A BRAND The intangible attached to a product

WHAT THE LUXURY BUYER WANTED IN

THE PAST

A product that showed, by it self, the quality and

innovative properties.

Expensive product – have what only few can have

The power to “brag”

Selfish – did not have the social conscience (how

the product was made, with which material...)

WHAT THE LUXURY BUYER WANTS TODAY

Still wants quality and exclusivity

Doesn’t care anymore just about the tangible

product – it had to be attached to something

higher – a feeling, an experience, a good action

towards less proviledge people.

Cares about how and with what the product is

made – ecological materials, sinthetic lether or

fur, frairtrade commerce.

EXEMPLES

Some companies already reached a high level of

astuce in speaking to the buyer in a more

emotional way.

The social medias are a great way to let the

public know of the choices of the company – doing

the right thing and letting everybody know it.

In the next pages some exemples of succesful

brands in capturing affluents as custumers

TIFFANY & CO.

Sells more than just the engagement ring, sells

the feeling, the emotion of wanting to spend the

rest of the life with the loved one.

MERCEDES BENZ

Sells the feeling of being modern and almost

unreachable. Puts the driver of a Mercedes

almost as a superior element.

DIOR

Creates a feeling of glamour, as the customer

made part of a separate world.

CHANEL

As Dior, also creates na atmosphere that becomes

a desire to the customer, full of glamour, history

and luxe. Also uses romance as catch.

Use Chanel = find love.