Luxury Hacks to Transform Normal Goods
Luxury goods command higher prices than their competitor goods. As soon as a good or a brand decides to portray itself as a luxury brand, there must be certain basic features and applications that will make a luxury brand stand out. Usually, these basic features cut across a lot of luxury products and services for sale on the market. Here are simple hacks and i use the word 'hack' advisedly not as in trying to sell an obviously sub-standard or a shitty product for a higher price. No! But a good that is well made and maybe has lots of competitors and wants to differentiate itself as a luxury product. Since i discovered life and productivity hacks some time back, i have become a big fan of how you can use certain skills and methods to boost up productivity and efficiency. As a fun of luxury goods, i have observed certain minor ingenious ways entrepreneurs can depict their products and services as a luxury product. Tell a story:
We all love stories consciously or sub-consciously, therefore it would be good to integrate the story of a brand in its marketing and branding efforts.
There are various sources the 'story' of your product can be picked from. For example, where raw materials for the product is purchased from can be used to tell the story of how its providing employment for locals. The production process can also be used to tell the story of the quality of certain key ingredients which is used in making the product or service. Consider this scenario where 2 competing massage parlors use the same massaging technique. Massage parlor A tell you to come in for a 'good never-to-forget massage experience' whiles massage parlor B tell you they will give you a 'brilliant-never-to-forget massage using on an eastern Asia massage technique which combines the four forces of the atmosphere that has been practiced over 400 years blah blah'. When asked which of the two massage parlor is a luxury massage parlor i can bet my last coin that a lot of people will choose Massage Parlor B over A as a luxury massage parlor though technically, they both use the same massaging technique. The average luxury consumer comes off as better educated and well to do therefore there must be a convincing story of how your product or service stand out. Telling stories and a combination of heritage has been used by luxury brands for many years to boost up sales and marketing. Perhaps your products and services didn't start selling in 1837 like Hermes but you can craft a great story around your product to compete with Hermes.Simplicity, Consistency and Minimal Product Offering; "A designer knows he has achieved perfection not when there is nothing left to add, but when there is nothing left to take away"
- Antoine de Saint-Exupery This is one of my favourite quotes of all time and i advice should be the basis for many luxury product and service making decisions. I equate a brands simplicity to how their mission, vision and products aspire to a clear goal. A car brand that prides itself in speed and the number of kilometres it can cover per hour should leverage that selling propositions in all various channels of communication to its audience. Such a car brand will confuse its target audience if they also include affordability and 'good for the family-ish' type of selling proposition to its brand message, Because a product advertised to 'people on the move' and those on the 'fast lane' might not work for the family. Simplicity should also be used in other ways of communicating the brands message such as the store and website design of an outlets brand. When consumers praise a product or service, one thing that keep repeating is that their products 'never disappoints'. Consistency is a key differentiator in separating one good as a luxury good between two similar products.
When consumers know exactly the kind of service, the quality of food and the general ambiance they will experience when they go to a particular restaurant. Then probability that they will keep coming to that particular place is high. Instead of the restaurant that promises you one thing and delivers another. You remember the Jack of all trades and master of none? People who are trying to portray their good as a luxury brand must try not to be all things to all men. You're better off specializing in a few products with a wealthier targeted repeat customers than trying to appeal to the least common denominator. Here the 80/20 rule also comes to mind.Display, Light and Visibility;
My third lux hack is light and when i say light, i mean light in its literal sense especially in store design and layout. Instead of going the normal florescent tubes that one can find in most stores and outlets, Independent producers who have their own outlets can invest in decorative light covers and find away to blend natural light rays and store lights for the product to have a sense of luxury appeal. A store that has a nice chandelier hanging in the centre will be pereceived as having luxury goods in stock as opposed to another store that has 'normal lighting'. No matter how well made your product is when they are not properly displayed, it might not get the attention that it deserves.
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