‘Luxury sans Tradition'

“Follow the trend and be in the know how, challenge the trend and be a game changer; but; tarnish the trend and see your brand image in the trash can!”

The mass thinks this- “Luxury brands are those which have an exaggerated price tag attached to their product. Oh yes, they sell crap in a trousseau like exterior!”

What really goes into making a brand a luxury brand are some details that many don’t get into. This kind of a scenario mainly occurs because of one prominent aspect clouding an individual’s judgment. More often than ever, when one comes across a person walking by with a fleet of designer shopping bags, they tend to associate the person in question as highly supercilious!

Going into the dynamics of the so-called “Highly Supercilious” person in question. What drove their awareness? What made them carry these fleet of shopping bags is something that not many introspect.

Maybe the individual came across this via social media; just the thought of power displayed by the Internet storms enough ideas into the brain. So, how can someone sitting in the heart of a city know what is a specialty somewhere in the city’s remote area? Word of mouth would be a partially correct answer; not many would sit and hold mindful conversations in the 21^st Century. “Internet Power” is the most credible answer to the above question.

Undoubtedly, the next question would be regarding the audience reach of the Internet. With so much of branding campaigns, brand awareness going around on the internet, it can be difficult to comment on its impact unless the statistics and business growth is not documented.

A Fashionista would be unaware of Dior’s jasmine rose fragrance line if not for its YouTube campaign and monetizing on the net worth of the endorser. She would never even have heard of MAC’s free lipstick/ lip gloss strategy if not for its social media page and better yet, she wouldn’t even dream of indulging in luxury shopping if not for a luxury loyalty program’s online initiative towards every Fashionista on this planet. Better yet, you can’t prove to her the fashionable side of having an email address if these brands would not give extra initiative to the email incoming customers.

Thus, the individual in question would be tactfully combining the online behaviour portrayed by the luxury brands catering to her interest just to satisfy her desires by hardly damaging her bank account.

Give it a thought, buy the Manolo at a full price and suffer the entire month until you get your pay or get a tourist to buy that for you and enjoy the beauty of those carefully crafted Ellie Saab that looks customized for your Manolo! :-) 

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