2009 luxury

On to every brand professional’s favorite topic (or so it seems at times): The Future of Luxury. How will luxury brands fare in 2009? What will define luxury over the next few years? The answer to a large degree is, ‘luxury will be whatever you want it to be’. After all, what constitutes luxury is closely related to what constitutes scarcity. And while scarcity in traditional consumer societies was for decades defined by the biggest, the best, and the most expensive 'items', the consumer arena in 2009 shows a bewildering number of 'scarcities', some of them invented purely to overcome the abundance now found in traditional sectors. More than ever, scarcity is in the eye of the beholder, especially those beholders who are desperately trying to be unique.

So in 2009, instead of worrying about missing out on the next big thing in luxury, focus on defining it. Declare that the end is nigh for anything that’s getting a little too affordable, too accessible, or just too well-known. Then introduce something very different (if not the opposite), appealing to the in-crowds ready to jump ship anyway. Two fun and very 'now' examples from the hospitality industry:

* Named after the ‘rough luxury’ trend that was coined by the hotel’s owner, Rabih Age, Rough Luxe is a new London hotel with small, funky rooms, some of which share a bathroom, while also offering fine wines, plush bedlinen, carefully curated art, and top-notch personal service. From their site: “Rough Luxe is a new way of looking at luxury as part of time and not only part of an object of consumption. Luxury is an enriching personal experience and not only an ownership or consumption of an expensive object. Therefore, the Rough Luxe definition of luxury is: time for reflection, personal encounters with people, nature, architecture and environment as well as food and social and cultural experiences linked to geographic locations.”
* Along the same lines, though a little bit more ‘Deluxe Bohemian’ than ‘Rough’, is the soon-to-be-opened Ace Hotel New York. Its ‘resourceful rehab’ approach will include (re-upholstered) furniture from salvage shops and flea markets.

Want something to play with? How about DISCREET-CHIC? RECESSION-CHIC? FRUGALITY-CHIC? UNDERSTATED-CHIC? Or anything that's commissioned? Access? Secrets? Stories? Time with one's loved ones? Time for oneself? All things local? Peace and quiet, if not escape? Eco-friendly? Human-friendly? Caring? Empathy? PERKONOMICS? Craft? Friends? Having a larger-than-life perspective? Households of six or more? Eccentricity? Appointment-only? Opinionated? PREMIUMIZATION? Fuck You Money? Philanthropy? Bespoke? Knowledge? Skills? Health? Etiquette? Or a mix of any of these?

Whatever angle you may go for, luxury in 2009 will comprise much, much more than ostentatiously flaunting wealth (which, by the way, will still enjoy considerable popularity among emerging middle classes around the world). Find the right (status) trigger for the right audience, then coin it and build on it. This one is all yours. Downturn or upturn.

>THE MACHO OFF ROADER CONCEPT

The Oltre Fiat is a massive - its nearly five metres long and over two metres tall with a two tonne payload - go absolutely anywhere, anytime vehicle features what the Italians call "exuberant styling" and what anyone on the West Coast of the USA would call serious Bling - one of the evidence of new macho. a recently new targeting positioning for the men's market. One of the similar example is the Hummer.

This is almost against my proof in the New Macho of our era. To recap, my new macho is almost showing off but not telling, not loud and not too homosexual but same time not afraid to be doubt on their sexuality as a homo or straight - they are comfortable of who they are. there is a hidden luxury in men's style. while in this example is another scene of showing off the typical masculinity of men. A bigger than life masculinity. however, there is something in common of my creation, is the combination of such and a hidden luxury. as in the box of my necklaces, it's a bigger than life design while the diamond necklace which supposed to wear at front side back, is a way of a whisper of ownership.

Testing with the Editors

Hong Kong meeting Editors - not for my brand but understanding what they think.

below are the Magazine Line up:-
Elle magazine
Amy magazine
Cosmopolitan (trying to arrange it still)
Jessica
Men Uno