Luxury Case Study

Chapter Two – Luxury

2.1 - What defines a brand to be “luxury”?

Personally what makes a brand “luxurious” is the atmosphere and the emotions one feels once walking into a flagship store. Every brand has its unique photography style; its own color pallet and even the logo can give it a sense of high quality and set off emotions. Each brand presents itself to the world in either a traditional looking way, with the use of old but long standing typography. “The lower floor…devoted to the heritage of the Vuitton brand: luxurious…But upstairs is a Marc Jacobs wonderland.” This too supports my viewpoint on the environment inside a store, it plays a big role into creating strangers into loyal customers, the way the brand has been branded inside

However to make a brand “luxury” your audience must feel the brand, go on a historic journey to their roots and in the end make you want to buy their product, as Chip Compton states (brittonmdg, 2014) “Luxury is, well, a luxury. You like it, but you don’t need it!” a luxury brand has to give you this sense of amazement to enforce the idea that what your spending on is the best of the best, this is not only done verbally through the shop assistants influence but its also don’t visually through the interior design, the logo, color pallet and even the packaging. It’s the extra mile the brand goes to make you as a client of theirs to feel special and unique to them. The branding has to be powerful enough for you to feel something; each brand does not follow trends. They set trends, the set their own fashion and do their own vision of what fashion is today. As Dr. Dan Herman states (the manager, 2015) “ “the dream is not to own a crown. It is to be a king” Gian Luigi Longinotti Buitoni ”, enforcing the fact that a well presented brand will set off emotional connections with you and the product. I think this is all down to the brand image, and how the brand is represented through different media. Take look-books for example, the style of photography will be different from brand to brand, it will have the slight hint of modern techniques and maybe trends but most of all the essence of the brand and its heritage. Even the printing can set it apart from non luxury brands, the smell of the paper and feeling each paper’s attributes sets off different thoughts as to what each look which is presented to you on the page and what it means to you as an