From Section GLAM NEWS & Doors in the face for those who still believe that one is enough Stasus Simbol-
"The New Luxury-no discounts"
The philosophy of "New Luxury" settles into five trends related to the absolute need for quality, according to an idea by Francesco Morace. But in terms of strategies, where the luxury sector is going to keep the new concept of luxury and to deal with the crisis?
Luxury is dead long live the luxury! So we are to comment on whether we analyze the dynamics involved in the world of luxury that revolves around fashion.
While the brazen opulence of the past, we find now that the wealth is combined with the consciousness, emotions and culture. And you customize more and more to give everyone their own style. Emerges as a new concept of luxury, exclusive and targeted to satisfy the five senses and shakes the soul and heart, resulting in priceless pleasure to be surrounded by elegance, rarity, uniqueness, craftsmanship, superior service, "eternity."
Miuccia Prada
"I love the beautiful, intelligent, curious, non-trivial. Every now and this coincides with the expensive, but the price has nothing to do with the luxury, "said the well-known fashion designer Miuccia Prada
.
"New Luxury" has defined the well-known sociologist Francesco Morace
, identifying five scenarios for the future trends related to the absolute need of quality, namely:
- 1) unique experience (for example, give a ring Trilogy);
- 2) luxury playful (have fun with fashion items eccentric);
- 3) the supergriffe (focus on diversified products of prestigious brands);
- 4) excellence tangible (furniture designer and eco-functional);
- 5) luxury and perversion (get out of the usual fees for exploring new territories).
Jean Castarède
The French scholar Jean
Castarède in his book "Le luxe" goes even further, saying: "Luxury is not an object, but a sign. Distinctive, more and more subjective. " So, far from mere possession of a good expensive. If anything has a cultural and sentimental thickness of the product to move from the "distraction", which has become a vain thing, the "discretion", or the internalization of experiences.
This is a highly pervasive phenomenon, which involves design, fashion, jewelry, vacations, food, sexuality and travels deep inside, without worries of vision: "The new luxury avoids all ostentation and eventually disappear," notes the famous Galleria Carla Sozzani in Milan
, anticipating trends.
James B. Twichell, a professor at the University of Florida in Gainesville, in "Living it up: our love affair with luxury," says this concept when he wrote the immortal phrase: "It's not what makes us who we achieve happiness." The happiness, rather, derives from how we, in our lifestyle, that guides the choices of buying and holding in one direction or another.
adds another famous sociologist, Gianpaolo Fabris, in "The new consumer to the postmodern, that luxury has to be culturally current, holistic, which means he must play the whole field, in a mix of spirit and body.
is outlined clearly, therefore, the idea of \u200b\u200ba luxury tailor-made, but overall personal, sexy, but polite, imaginative, yet simple, able to make some unique moments and the people who live .
So much for the "philosophy", which all claim to share the luxury giants, to favor, promote. But in practice today, in terms of strategies, where the industry is going? Indeed, for many
big in recent years have come to a head several knots of a crisis which began well before the attack on the Twin Towers and in other respects (vedonsi recent financial cracks stars and stripes), is still more than ever. All are hoping for a duration of branded consumer boom in China, Russia, India, UAE, but also trust in the Americans' return to shopping, very fast to slow purchases when things go wrong, but very quick to pull off the credit cards when the serene horizon. And who knows that this time Uncle Sam is not able to stand up sooner than expected.
A winning business model, however, does not exist: it is not at the table if it is better to choose the company brand or the multi-brand group. What really matters is the value of the brand. If the brand is strong, it is better to be alone, at least in the short term. In the long run, is perhaps the best multi-paradigm, because it balances the risks and can have substantial economic resources. But it is also slower in responding to changing tastes. Pr
specific regard to jewelry, there are two clear trends that drive the industry: the production of high value-added brand of creativity continues to report sales growth, while the anonymous jewelry is facing a crisis more and more black.