'Luxury and the Montblanc brand Essay\r'

'It is gener all(prenominal)y acknowledged that western intake of lavishness in the 1980s and 1990s was motivate primarily by experimental condition-seeking and appearance. This means that social status associated with a brand is an important factor in featured consumption. The baby boom generation lavishness consumer has a passion for self-indulgence while maintaining an iconoclastic world view, which is transforming the extravagance market from its ‘ old ’ conspicuous consumption model to a totally smart, individualist type of sumptuosity consumer one driven by new needs and desires for experiences ’ .\r\nThe expression of ‘today’s luxury’ is about a celebration of own(prenominal) creativity, expressiveness, intelligence, fluidity, and above all, meaning. opulence AND POSTMODERNISM Recent arguments have been sounded that aspects of coetaneous luxury consumption have reflected the phenomenon of postmodernistism. Postmodernity means rattling different things to many different people’. Postmodernism is fundamentally a western philosophy that ‘refers to a bypass in thinking away from the modern, functional and wise’. In experimental conditions of experiential marketing, two aspects of the postmodern discourse ar most relevant: hyper-reality and image.\r\nHyper-reality refers to ‘the blurring of character between the real and the unreal, in which the prefix ‘hyper’ signifies more(prenominal) real than real. When the real that is the environment, is no longer a given, just is reproduced by a simulated environment, it does non become unreal, but realer than real’. The example of Bollywood to illustrate the so-called ‘Disneyfication’ of reality within the context of contemporary Indian society: ‘Bollywood captures not only the imagination in the form of song, music and dance but fairy tale settings, romantic melodrama and heroic storylines immerge the viewer in ‘simulated reality’.\r\n tralatitious marketing was developed in response to the industrial age, not the information, branding and communications revolution we are facing today. In a new age, with new consumers, we need to shift away from a features- and-benefits get on, as advocated by traditional approaches to consumer experiences. One such approach is experiential marketing, an approach that in contrast to the noetic features-and-benefits view of consumers takes a more postmodern orientation, and views them as emotional beings concerned with achieving pleasurable experiences.\r\nEXPERIENTIAL LUXURY MARKETING When a person buys a service, he purchases a set of intangible activities carried out on his behalf. But when he buys an experience, he pays to spend term enjoying a series of memorable events that a social club stages to engage him in a personal way. existential marketing is thus about taking the subject matter of a product and ampli fying it into a set of tangible, material and interactive experiences that reinforce the offer.\r\nExperiential marketing basically describes marketing initiatives that give consumers in-depth, tangible experiences in crop to erect them with sufficient information to make a purchase decision. It is clear that the fact that many luxury goods are almost always experiential puts luxury marketers in a unique position to lend oneself the principles of experiential marketing to their activities. Dimensions of the luxury experience The term ‘involvement’ refers to the level of inter-activity between the supplier and the node.\r\n change magnitude levels of involvement fundamentally change the way in which services are experienced, that is, suppliers no longer construct an experience and pass it to the customer; instead, the supplier and customer are interactively co-creating the experience. The term ‘intensity’ refers to the perception of the cleverness of feeling towards the interaction. The four experiential zones are not intended to be mutually exclusive; the splendour of an experience is, however, a function of the degree to which all four zones are incorporated.\r\nThose experiences we think of as Entertainment, such as fashion shows at designer boutiques and upscale department stores, usually involve a paltry degree of customer involvement and intensiveness. Activities in the educational zone involve those where participants are more actively involved, but the level of intensiveness is still low. In this zone, participants acquire new skills or increase those they already have. Many luxury goods offerings include educational dimensions. For example, sheet ships often employ well-known authorities to provide semi-formal lectures about their itineraries †a concept unremarkably referred to as ‘edutainment’.\r\nEscapist activities are those that involve a high degree of both involvement and intensiveness, and a re clearly a central feature of a good deal of luxury consumption. This is clearly ostensible within the luxury tourism and hospitality sector, characterised by the growth of specialize holiday offerings. The launch of the Royal Tented Taj Spa (Taj Hotels Resorts and Palaces) at the Rambagh Palace in Jaipur (India) recreates the mobile palaces used by the Mughal emperors of the sixteenth and seventeenth centuries, with chandeliers, royal pennants and Indian wonder swings.\r\nWhen the element of activity is reduced to a more passive involvement in nature, the event becomes Aesthetic. A high degree of intensiveness is clearly evident within this activity, but has little effect on its environment such as admiring the architectural or interior design of designer boutiques. The six-storey glass crystal design of the Prada store in Tokyo conceptualised by the architects Herzog and de Meuron has become a showcase for unconventional contemporary architecture.\r\n'