New models for luxury marketing
Marcia RooseveltSaatchi & Saatchi
A study of six markets shows that local, national and cultural factors outweigh economic indicators in shaping perceptions of luxury.
Trend forecasters and millennial specialists have been heralding the 'experience economy' for several years, the premise being that as more and more products become available to the masses, brand differentiation will need to shift from its current product focus to an experience focus.
In Youngme Moon's 2010 book, Different, she too shares the thesis that brands today have fallen into a quagmire of competition that is spiralling downwards...