André Galhardo: As “Jacques Lacan pointed out human-beings need to learn how and what to desire. ‘wish is the wish of the Other.’ It is on the basis of this fundamental understanding of identity that Lacan maintained throughout his career that desire is the desire of the Other. What is meant by him in this formulation is not the triviality that humans desire others when they sexually wish (an observation which is not universally true).
Flavio Azevedo: "What constitutes luxury becomes a wholly individual and emotional decision." Clearly the rules of luxury are not set exclusively by a few educated minds anymore. undergo is luxury. Silence is luxury. To some not mentioning the evince luxury is luxury. Very human. Not so engineer-friendly.
Bart Suichies: Luxury comes from exclusivity. Individualism equals exclusivity. So by definition every time a mark gives room to consumers to express their individualism it becomes an exclusive luxurious good. This will bring about to a future of consumers using their self-expression to get the luxury into pretty much any mark in their brandsphere.
Christian Briggs: If this is the inspect then the current weak version of experience co-creation (which is still more like mass configuration at this point despite its own protestations to the contrary) may furnish way to what I undergo been calling "deep co-creation," in which customers not only co-create the experience and some of the determine but the business itself (and by extension the mark). And they will of cover do this as a large interconnected community. So in this changed world a big part of people's meaning might go from co-creating a business and seeing it thrive.
Thanks everyone for these are great insights. So we all agreed that the very idea of ‘luxury” has changed. What you buy is more important than what you earn. Luxury is not a goal anymore. For many it has change state a necessity move of our daily experiences. Although the purchases are the same motivations are different. While consumers are always eager to defend their luxury purchases today they do so based on different value systems. Today’s luxury drivers are rooted much more firmly in personal well-being and self-satisfaction while purchases such as jewelry watches and handbags continue to satisfy the desire and to cater one-self and one’s loved ones.
Real vs. Imaginary- Consumption sometimes operates at a level of the imaginary but it also has real effects in facilitating the construction of self-identity. While luxury shoppers are led by rational desire to acquire items of high value and craftsmanship eight of the ten top acquire motivators are emotionally driven. Marketers must tap into consumers’ desires for well-being self-concept and indulgence. The consumption of symbolic meaning reinforced through advertising provides the individual with the opportunity to construct maintain and communicate identity and social meanings. Victoria Secrets is a great example of a marketer using the unobtainable imaginary dreams of its consumers to drive sales. Beautiful and perfectly proportioned models strut down the runway and alter glitzy catalog pages to convey the notion that the affiliate’s products can compound—or change surface instill such becharm. If Victoria’s Secret products are worn by the beautiful does the inverse also direct true? Will wearing them make one beautiful? Women remove up the product for themselves and dazzling elegance ordain rub off the wearer. Ask this important question: What are your key target segments’ wildest imaginations?
Material vs the Symbolic After a product fulfills its ability to conform to a physical be we enter the realm of the symbolic and it is symbolic meaning that is used in the search for the meaning of existence. We become consumers of “illusions”. De Beers’ slogan “A diamond is forever” has been so successful in creating the illusion of “love and eternity” that a diamond is the material symbol of like and marriage. For many the gift of a diamond symbolizes eternal love which in itself is an elusive concept (ok not all agree). Now marketers are trying to do the same with platinum. Ask this question: What illusions does your product back up consumers to act or keep?
Social vs the Self - The function of symbolic meanings of products operate in two directions outward in constructing the social world—social-symbolism—and inward towards constructing our self-identity: self-symbolism. In other words using products to back up us change state our “Possible Selves”. Most SUVs and sports equipment brand images are built on this very concept. SUVs have an image of being sporty powerful tough and rugged. They appeal to men (and some women) who may not travel anywhere more treacherous than the local supermarket. The Hummer sold to civilians is radically different from the one used by the military yet the mark’s image as an enduring robust all-terrain vehicle remains intact. Expensive.
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http://mootee.typepad.com/innovation_playground/2007/09/the-transformat.html
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