Luxury Redefined

Luxury is more extensive than what meets the eye. Consumers perceive luxury with a limited definition as to what it entails. Luxury doesn’t necessarily have to be tangile but can be experienced through the different senses. Luxury can be defined as goods & services of premium quality and an exclusive & exquisite nature, sometimes delivered through Brand Experience. It is not restricted to clothes, bags & shoes. Luxury spans from lights, kitchenware, bathroom accessories to real estate, travel, automobiles, etc etc. The perception of ‘design’ has an intrinsic value. Infact some international luxury brands, adopt “product Customization” for the Indian market as one of the important strategies, which is bespoke luxury. 

Luxury, which in India was earlier considered only as a symbol of wealth, is actually ‘A Way of Life’ in other parts of the World, and its definition is fast changing in India too. Luxury in India which was symbolized by The Maharjas and sheer Opulence is now a diversified term which includes class, sophistication & anything niche. Brands try to deliver ‘Experiential Luxury’ to create new touch points to the consumer. Luxury is an intangible benefit that one achieves from the experience, not just limited to price. There is a shift in perception of luxury as an overall experience rather than just material possession. It is not only the social esteem attached to the product anymore, but also the possessor’s own experience of the product. 

Emotional connections are equally important than just the product or service, as a Luxury Product is actually bought by a customer based on Psychological process. Brand experience is delivered to the highest standard thereby nurture & consolidate the relationship with its customers.