Economics defines luxury goods as goods whose demand grows faster than their income. It may cover a wide range, from beef and ginseng to Mercedes-Benz, or it may be a luxury.
However, people usually think that luxury goods are very expensive items, that is, items that most people can't afford. Some luxury goods are expensive items that are neither necessary nor practical, such as brand-name bags, high-end clothes, high-end cars and so on. Private jets and luxury yachts certainly belong to the luxury category.
Three main motives of human pursuit of luxury goods
1, the value of luxury goods is durable, so it can be used as an effective tool to store wealth. For example, jewelry is similar to gold in value preservation.
Luxury goods can show a person's social status. This is the characteristic that distinguishes human beings from other animals. For most species, their status depends on their size. In human society, status depends not only on physical strength, but also on competition in many aspects.
The pursuit of beauty is also an important factor in the demand for luxury goods.
There is an old saying in China: Rare things are precious. Scarcity is a necessary condition for commodities to become luxury goods.
Luxury goods are internationally defined as "a kind of consumer goods with unique, scarce and exotic characteristics that exceed people's survival and development needs", also known as non-necessities of life. Luxury brands first come from the luxury goods they serve. In economics, luxury goods refer to products with the highest value/quality ratio. From another perspective, luxury goods refer to the products with the highest ratio of intangible value to tangible value.
Characteristics of luxury brands
1, a symbol of wealth
The brand charm of luxury brands is rich and luxurious. Luxury comes from the Latin word "Lux". Therefore, luxury goods should be shiny, bright and enjoyable. Luxury goods convey these contents through their brand visual identity system. From a sociological point of view, luxury goods are goods of the aristocratic class. It has status, status and superior power. It is the representative of noble image. Although the society is democratic now, people's concept of wealth has not changed, and luxury brands can just meet people's instinctive needs. Rolls-Royce is a symbol of noble cars.
2. It looks good
The products served by luxury brands must be "the most advanced". This "superlative" must be reflected from appearance to quality. Luxury should be visible. It is precisely because people are "obvious" about its luxury that it can bring glory to its owner. Therefore, luxury goods should provide more "visible value"-making people look good. People who buy luxury goods are not pursuing practical value at all, but pursuing the "best" feeling of all mankind. Mercedes-Benz cars are all like this; The same is true of Chanel fashion.
Step 3: Personalize
Luxury brands are often proud of themselves, they constantly erect the banner of personalization and create their own highest realm. Mercedes-Benz pursues top quality, Rolls-Royce pursues handcraft, Ferrari pursues speed, and Cadillac pursues luxury and comfort. They are all masters, each showing his abilities. It is precisely because of the individualization of goods that people create reasons for buying. It is precisely because the individualization of luxury goods is very different from mass goods that it shows its noble value.
4. Features
Luxury brands are very exclusive and must not be expanded at will. The so-called brand specificity means that the brand only serves a certain product or a certain type of product. It is difficult for us to see a luxury brand used across two industries, and it has also achieved success. Brand diversification itself is a taboo of brand management, let alone a luxury brand. Pierre Cardin (we don't think it is a real luxury brand) once extended to the wine industry and produced a "Pierre Cardin" wine, but it failed. If "Nike" dares to do this, it is definitely a lack of luck. If remy martin successfully introduced shampoo, Procter & Gamble would be furious.
5. Sense of distance
As a luxury brand, we must create a feeling of sighing at the ocean. Making most people feel unattainable is the mission of luxury brand marketing. In terms of market positioning, luxury brands serve a few "rich people". Therefore, in order to maintain the superiority of the target customers, it is necessary to make the public feel distant from them. Distance produces beauty. Luxury brands should constantly set up consumption barriers to keep the mass consumers out. There is a huge contrast between those who know the brand and those who actually own it, which is the charm of luxury brands. So it can be said that luxury brands are "coveted and owned by a few people".
Edit the top ten luxury goods in this paragraph.
First, the top ten clothes
Donna Karan, louis vuitton, Chanel, Versace, Dior, Gucci, Valentino garavani, Prada, GUESS, giorgio armani.
Second, the top ten jewels
Cartier, Tiffany, Enzo, Ossett, Bao Shilong, Swarovski, Mikimoto, Chow Tai Fook, George Zhan Sen, Bo Miret.
Third, the top ten leather goods
Louis Vuitton, Chanel, Dior, Gucci, Valentino garavani, Prada, giorgio armani, Dunhill, Fendi and Coach.
Four or ten top watches
Omega, Jaeger-LeCoultre, Earl, Vacheron Constantin, Rolex, Cartier, Audemars Piguet, Wan Guo, Breguet and Patek Philippe.
Five or ten carts
Ferrari, Ford, Mercedes-Benz, BMW, Lotus, Bentley, Cadillac, Fiat, Audi and Rolls-Royce.
Six or ten luxury houses
Three Lakes Villa, Mandalay Farm, Looking Forward to the East Beach, Burning Beach, La Amity Palace, Dior Palace, the third floor of the top floor of a building in Manhattan, new york, and Sightseeing Villa in Palm Beach, Florida.
Seven, top ten cosmetics
Guerlain, Lancome, Clarins, Elizabeth Arden, Orenson, Estee Lauder, Clinique, Shiseido, Dior, Chanel.
Eight, top ten golf clubs
Deng Lupu, Taylor May, Adidas, Nike, ben hogan, Eaton, Wesson, MacKay, Callaway, Ping.
Nine or ten top glasses
Prada, oakley, Judith Leibo, Donna Cullen, Saint Laurent, Donna Kahlan, Louis Vuitton, Chanel, Dior, Cartier.
Ten famous pen brands
Parker, Montblanc, Will Yongfeng, wortmann, Cartier, Schaefer, Earth Brand, Aurora, Gauss, Monte Grappa.
Top ten leather shoes brands
Fendi, Gucci, Dior, Saint Laurent, virag, Chanel, Prada, Thierry Hermes, DuPont and Dunhill.
Related information: Top managers often advocate high-end brands, because high-end brands can reflect noble taste and are a symbol of their identity.
Top ten famous wines
Absolute Vodka, Hennessy, johnnie walker, Chivas Regal, Yue Ming Champagne, remy martin, Martell, Bacardi, Jiahao Whiskey, Best Whiskey of Honor.
Related information: Today's world famous wines have different wonderful legends or beautiful stories. Different countries have their own unique wines because of their different national characteristics and cultural backgrounds.
Top ten cigar brands
Gosper，Apollo，Davidoff，Saint Laurent，Dannaman，Wowen，Elegance，Montaner，Binzhi，Patek Christie's。
Related information: Cigars are soaked in the sunshine and rain in the tropical rain forest of Latin America. The unique soil and climate here have created the mellow quality, rich fragrance and meaningful aftertaste of cigars.
Top ten smoking sets
Zig-Zag，GIZEH，Colibri，Dunhill，STANWELL，VAUEN，Mastro de Paja，Peter Matzhold，Savinelli，Chacom。
Related information: As a top-level spiritual enjoyment, pipe is paid more and more attention by the rich. Cigarette holder, tobacco pouch, pipe rack, ashtray, ashtray, etc. Cartier _ This is a noble brand.
Top ten lighter brands
Givenchy, Cartier, Dupont, Bike, IMCO, Zippo, Dunhill, Pike, Colibri, Flamido.
Related information: Different lighters also identify different types of men. Lighters are the embodiment of their character and the display of their temperament. Men who collect lighters are often emotional, gentle and tasteful.
Top ten perfumes
Chanel, Estee Lauder, Lancome, Calvin Klein, Gucci, Dior, Elizabeth Arden, David Duff, Guerlain, Roland.
Related information: The older the brand of high-grade perfume, the better, just like the history that gold can't buy, so a good perfume is a liquid antique.
Top Ten Sanitary Ware Brands
Gao Yu, Gaoyi, Le Jia, American Standard, Tao Dong, Ai Yin, Kadevi, Hecheng Sanitary Ware, Kohler, Hans Goya.
Related information: pay great attention to functional design, but also pay attention to artistry. There are various styles of sanitary ware to meet the needs of different consumers.
Top ten yachts
Liva, Wally, Sunseeker, Benedo, bertram, Princess, Fizep, Larsen, Ferretti, Pershing.
References:
Interpreting the Concept of Luxury Brand and Its Five Important Features
Top ten private jet brands
Raytheon, Cessna, Learjet, Beech, Hawker, Gulfstream, Falcon, Swift, Grumman, Thunderbird.
Top ten luxury stores
Barneys Barnes Boutique Department Store (new york, USA)
Podolfo Goodman Podolfo Goodman Department Store (new york, USA)
Neiman Marcus Neiman Marcus Department Store Flagship Store (Dallas, USA)
Vanclief & Arpels Van Cleef & Arpels Jewelry Store (bar harbor, Florida, USA)
Harvey Nichols Shafenigo Fashion Department Store (London, UK)
Kaviar And Kind Jewelry Store (Los Angeles, USA)
Rene Caovilla shoe store (Milan, Italy)
Paris Spring Department Store Paris Spring Department Store (Paris, France)
Prada Prada Flagship Store (Tokyo, Japan)
Joyce Department Store (China Hongkong)