> GENERAL STYLE PREFERRED

USE OF DIAMOND
- as it longest lasting, hardest, illusion of power
- needless to blink as in showing it off, keep it low key, hidden treasure
- represent Time, treasure, illusion of permanancy
- luxurious, rare
- however, seems gay/girly/bling


USE OF GOLD/PLATINUM
- hard, functional
- lasting, illusion of permanancy
- luxurious, rare

detail of design, e.g. shapes, casting method, is there to explore..

>MY MEN, MY MARKET

market segmentation and demographic:

age: 25-40 or anyone with youthful mind
(age is not very much matters anymore in my context!!)

location: cities. civilized/developed countries

type of men: those whom take care of their look/would love to take care of them/think they are/can be beautiful as well/ in style, lifestyle as well

sexuality: no matter they are straight or gay - they are very confident about their sexuality, i.e. a straight guy wont be in doubt of their own sexuality just because where my necklace.

necklace usage experience: can be none. maybe stubborn in silver jewelry which is alot more common in market. worried but may like to try out if they are being exposed to it.

professions: mainly professional. e.g. Architect, bankers, laywer --> however, most professional are bit more stubborn on their identity.

> ARTICLE ON MEN

interesting articles in GQ and men's health

> LUXURY GOODS

Socioeconomic significance


24 Karat Gold jewelery is an example of a luxury good.
Certain manufactured products attain the status of "luxury goods" due to their design, quality, durability or performance that are remarkably superior to the comparable substitutes
also goods that are perceived as luxurious by the public simply because they play a role of status symbols

these items, while may not being any better than their less expensive substitutes, are purchased with the sole purpose of displaying wealth or income of their owners. These kinds of goods are the objects of a socio-economic phenomenon called conspicuous consumption and commonly include luxury cars, expensive watches and jewelry, designer clothing, yachts, and large residences.

Luxury brands


Armani is an example of a luxury brand for clothing.

A luxury brand or prestige brand is a brand for which a majority of its products are luxury goods.
e.g. Gucci, Burberry, Louis Vuitton, Armani,etc
Importance of advertising for luxury brands
Historically, luxury brands, especially fashion brands, use heavy visual aides to help foster a sense of emotional connection - a state of being or sense of being. The status of owning luxury brands has always been important for the affluent or high net worth consumer, as they feel it expresses their class or self-expression.
In other cases, luxury brands can connect to the consumer on a very rational level focusing on purpose or function, such as owning a plane or a private jet, or a fractional owner. one should understand the audience insight of the affluent consumer.

> BIG BRAND SMALL BRAND

LARGE BRAND - when you buy it, everyone knows you are all telling the story of that one brand,

Increasingly, consumers will be drawn to unusual merchandise sold in tiny, exceptional stores.

SMALL BRAND - one wants a product that no one else has. But because these unknow, products don't tell a story, the cool factor comes from each consumer telling their own story – how they got it, where it's from, how it's made – "like a fantastic fruit drink from Singapore. The value of the product is in that story."

more intimate retail experience, more variety and more inventive merchandise.
"Each consumer is stepping up and insisting, `This is about me, not everybody else.'" Barbara Atkin, fashion direction for Holt Renfrew

After 50 years of mass consumption, people have realized they want individual consumption

leading trend predictor Li Edelkoort, while men are, “Figuring out their role now there are so many female breadwinners,” says Higham. “Recently we had the metrosexual trend, which was all about men being well groomed and empathic, then we had the retrosexual reaction, with men being macho and bearded again,” he muses. “Now I think we’ll be in the middle, with men adopting a kind of modern, 007-inspired persona.”

> SURVEY ON TOP 1% OF US ECONOMY BY DR. JAMES TAYLOR

this is what he found:

*Luxury is a neccesity: it is part of the purchase method and intent of virtually all consumers. The question isn't whether to possess luxurious objects and services, but how much can be possessed and what is the meaning of the objects to the possessor.
*Luxury is defined by the meaning objects hold for people and not the objects themselves. True luxury is the emotional connection and significance that an object holds for a person. This object can be a Prada purse, a pair of cowboy boots from JB Holt, a trip to a Pat Pirelli seminar, or a massage at Ten Thousand Waves in Santa Fe.
*The language of value in the world of object de luxe is inversely modest in proportion to the price, value and authenticity of the item. The more a flawless white diamond approaches 10 carats, the less one needs to say.
*The more the Luxury Object is associated with a compelling and binding meaning in terms of emotional connectivity, personal harmony, spiritual connection or a connection to the world of the inherently beautiful, the greater the marginal value of the object to the seller. more meaning means more profit.
*The meaning an object de luxe holds for people grows to the extent that the object offers self-reflexive connections to a person's sense of self-esteem, competence and personal value.
*Inherent scarcity, consistency, transitivity, emotional connectivity and mastery of excellence in a category are the hallmarks of value in an object de luxe.
*The value of an object de luxe is shaped by meaning content, not design; even clumsy design can be valued, collected and treasured.

> NEW LUXURY

luxury.

The word alone conjures powerful imagery, and special feelings. It may be a long weekend in an exclusive hotel, or a collection of the most stylish brands, or anything in between that captures our Gatsby-like sense of aspiration and longing.

its definition—is a moving target, perhaps, it creates a sense of "specialness"—of being part of something select, taking part in something exclusive and perhaps superior?
Luxury in the past has most often been defined on the basis of things. But increasingly, possession or association with "things" seems less important as an end than as a means to something else—how those things combine to help create a sense of self.

Now, luxury increasingly is defined as an expression of individuality, through the unique and highly personal experience that luxuries help provide. Luxury brands have become not just ends unto themselves, but also means to even larger personal aspirations.

"consumption constellation."- accumulate brands as an emblematic display of a chosen lifestyle.

It's about me
fewer can boast a comparable surplus of the most valuable commodity of all—personal time. In a world of multiple stresses, multitasking, the ability to escape—to slow down and live in the moment—has become a luxury

"Customization" or "personalization" are now firmly ensconced in the luxury lexicon.

"conspicuous austerity"—hardly the stuff of traditional luxury branding, but it carries premium pricing nonetheless.

One size definitely does not fit all
To provide a truly personalized experience, it's critical to have a real understanding not of a market, but of the people who make up that market, and the specific triggers that make a brand experience enriching, rewarding, fulfilling, unique—or any of the other characteristics that satisfy the individual's expectations for the luxury brand.

When being scarce is a plus
Has the luxury brand become so specialized and fragmented that it can no longer be effective in a massmarket context?
e.g. Gucci's unorthodox strategy- enhance Opium luxury status by making it more difficult to find
Giorgio Armani has stopped selling its premium black-label $2,200 suits at Wilkes Bashford
P. Diddy pulled his clothing line from May Department Stores

people want to reward themselves for working hard. experiential branding becomes real and relevant: the brand is about helping customers individualism, as well as "having made it."

so?
Luxury branding increasingly will be less about identifying and providing the trendy "things" important to people and more about understanding the role "things" play in people's lives.
Luxury is becoming a concept rooted to find personal meaning and satisfaction—about finding ways to feel good about ourselves—apart from the list of exclusive and select things we possess.

Success depends on not just understanding the psyche and value systems of an increasingly fragmented marketplace, but also on establishing a relationship with them that extends far beyond the traditional buyer-seller roles -giving people what they value most

> SURVEY FOR ASIA

The survey spoke to 7,000 consumers across 14 markets in Asia, and about 500 Indian respondents from Delhi and Mumbai were a part of the study.

The focus of the study:

· Asian Life, today and tomorrow. What are people's hopes, dreams and biggest need states?

The pulse of the region:
People are seeking greater control and balance over their lives to devote more time to personal pursuits for a sense of connection:

92% stated they wished their life contained more fun (85% agreed that doing enjoyable things are more important than prized possessions)

84% wished they had more time to focus on their spiritual life

82% felt life wasn't complete without spending time on cultural pursuits such as music, art, theatre, etc.

95% stated their family is the most important part of their life

85% stated that children don't see enough of their parents

85% wish they had more contact with people in their community

90% agreed that modern life is becoming more stressful

85% stated they are looking for ways of getting more control over their life

> the QUEST CONTINUE ...

WHAT IS LUXURY ?

this definitely open up a broader than expected spectrum of studies and answers.. however, i will head to a simple, direct and humane way of researchig besides of my several readings and observing.. here, I start doing:

VIDEO – INTERVIEW..

Q1: WHAT IS LUXURY TO U
Q2: DO YOU NEED IT, CAN YOU GET IT?
Q3: CAN YOU TELL ME AN EXAMPLE OF LUXURY THAT YOU DESIRE? (applicable only luxury is translate into desires)

> LUXURY ON GOOGLE

is it all about 5 stars design hotel, escapes and Louis Vuitton??

> LA BIENNALE DI VENEZIA - senses

the rips and the sound of the water dripping. perhaps this is what we are all looking for? our desire to go back to the simplest? to the origin, to the sense?

> LA BIENNALE DI VENEZIA

my long time dream of going to this biennale.
took me 2 full days, very interesting