Redefining Luxury
1 May 2008
Contemporary luxury is, in large part, removed from product. Most consumers today describe luxury as immaterial: time, peace of mind, space, tranquility, etc. Luxury is what is missing from our over-scheduled, over media-ed society, and what’s missing is certainly not product!
So how do you take your product offerings, your skills, your services and redefine them in the client’s mind as a form of contemporary luxury? Take a look at the success of California Closets. They took the process of reorganizing your closet (ugh) and transformed it into a vision of your home as a calm, well-thought out space. (aaah)
How does what you do:
* provide more free time (for family/friends/personal interests)?
* create more or improved space in the home?
* improve peace of mind?
Think about your products and services in terms of what intangible things you’d most want in your life and try out some messaging around this dematerialized sense of luxury.
Entry Filed under: Client Relations,Design Economy,Marketing. Tags: Client Relations, Design Economy, Marketing.
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Linda H. Bassert | 2 June 2008 at 8:59 pm
When I think about your comments, I thought at first – of course! Then I thought – actually, this is more of a new direction than I had realized. I do think of the benefits a client will have with their room more harmonious, functioning better, responding to who they are. But I hadn’t been pairing these thoughts and my interaction with the client to the concept of luxury.
Something that bears further reflection…
I do see it as similar to the small difference I found in a newsletter from another IDS member whose specialty is organization. Her business is helping others organize or reorganize. And when she wrote of how to set up a home office, she spoke of action categories – to read, to pay, to file, to phone, etc…. rather than topical categories such as: invoices, professional publications, vendor info, and the like, which is how I had labled some categories. I’m rethinking my filing as a result of her newsletter.
So we have the ability, in changing how we articulate what we do for our clients, to change what we actually do for our clients. Luxury is something that is hard to think about when up to our ears in keeping the business on track. Yet if we don’t give ourselves the luxury of some time for strategy, and planning, and changing how we do things, we aren’t going to reap the positive changes we need.