I recently saw an advert in Conde Nast Traveler magazine
claiming boldly that luxury is overrated. At first I was interested
in the different angle on the subject of luxury brands in the
current climate. I disagree with this statement as it largely
depends on the definition of luxury.
Luxury can mean different things to all of us, depending on the
environment we are in. For example my luxury needs, if traveling
First Class on a commuter train, are very different to the ones if
I had the luxury of traveling First Class on an airline. Whilst
they are different, they are just as important and demanding, and
require the brand to be continually responding to and meeting my
specific needs and expectations.
Whether you're buying a first class ticket, penthouse apartment,
luxury holiday, expensive car, luxury is expressed in many
different ways. The customer has expectations that must be met
throughout the whole experience, so that not only do they leave
with a desire for more but better still, speaking highly of the
Having worked on many luxury brands from American Express Platinum
card, First Great Western First Class, ELAL First Class, The
Residence, Guildford and more, I have found luxury is less tangible
and goes beyond the obvious bling and one size doesn't fit all.
Working on each of these brands, helping deliver luxury, was very
unique and tailored as should be the brand experience.
When did you last experience luxury delivered by a brand?