The eternal policy of creating luxury brands.. By definition, a luxury brand is an outstanding brand, fairly high-value and, at least primarily, to a select group of socio-economic elites. Luxury though is not about unavailability. After all, you can’t benefit from consumers who can’t buy your brand. However, the luxury is that the consumer stretches himself a bit to buy something extraordinary but rather expensive for his financial means.
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At l’ahni, we celebrate fashion. We introduce the latest styles of clothing and accessories. Redefine your looks by the most in-demand vogue trends. Life is ever-changing, so is fashion. Be it in the specific context of clothing, footwear, make-up, accessories, life, and hairstyle, or body posture, your appearance, and comfort matter the most.
When you get used to driving a BMW 760 (price tag: more than 85,000 euros), it is no longer a luxury for you, although you may happily know that it is for many. Alternatively, a Maserati Quattroporte Executive GT will pay 115,000 euros for the auto – probably more of a luxury for you.
Before entering into an in-depth discussion of luxury I think it would be good to acknowledge two basic truths:
Luxury is relative.
The luxury of one man is often the daily life of another (usually rich).
The value of a luxury is changeable. Today’s luxury is often the common expected value of tomorrow. Luxury brands are under constant pressure from non-luxury brands that are trying to offer the same price at lower prices, thus undermining the prestige of luxury.
Although some of the announced changes are no more than the results of historical myopia, some developments are worth noting.
There are now more levels of luxury than ever before to match the new level of prosperity. More wealthy, more multi-millionaires, more millionaires, more wealthy (annual income above K 150K), richer (annual income above $ 100K), and closer to the rich (annual income above $ 75K). A Toyota Camry (about $ 25K) is considered a luxury car at some level of affluence, at higher levels it is the BMW 7 Series (about $ 115K), even higher it is the Maybach 62 (about $ 375K).
Some luxury shoppers are now a little less interested in buying a uniform symbol of status/identity and they choose to develop a different style and express themselves in an original way. The tension between the theological (more secure real luxury) and the innovative has always increased the luxury. Nowadays, luxury tends to be more innovative than traditional.
More up and down now there are more “out of class” shopping
Wealthy people don’t always feel compelled to buy extensively (in fact, rich people usually look for the best deal for what they want to buy, no matter how exaggerated). So many rich people have also created an appetite for luxury when they can afford it and where.
At least wealthy Americans tend to spend more on luxury experiences than products. This tendency is even stronger among the seasoned rich who already know that the attraction of the object is lost when the cherished experiences get better over time as they are remembered, told, and repeated.
Now there are more luxury hits and fewer classics. Luxury is defined by the classic-driven past. The innovation-driven present, which is also evident in the non-luxury sector, makes the success of the luxury brand of the day sweet but short-lived.
The unchanging nature of luxury
Despite all these significant developments, the nature of luxury remains unchanged in essence.
People buy luxury brands so that:
- Feel different and different from the crowd.
- Feel superior and privileged.
- Reward yourself for effort and achievement.
- Comfort one and recover from misfortune or misfortune.
- Recognition and respect for signal status and orders.
- Demonstrate refinement, expertise, and/or perfection.
- Enjoy the senses, feel pleasurable feelings and sensations, or create an infrastructure for a *favorable future experience.
- Feel the value and importance.
- Participate in a specific group and lifestyle.
- The signal affiliate and included.
- Remind yourself of the “real” (desired?) Identity.
- Awaken hope and consolidate motivation and strength.
- Make yourself happy and cuddle, take care of yourself.
- Feel loved, cared for, and even ruined.
- Show feelings of gratitude, appreciation, or great affection.
The luxury brand specifically designates as materials for consumers to fulfill one or more of these tasks.
A luxury brand is first and foremost a product and/or service of the highest quality (a quality interval from competitors recommend but not mandatory).
Products and services not design and planned according to the tastes and expectations of consumers, although they sometimes appeal and fulfill hidden deep-rooted desires. It has an air of leadership; It’s exceptional, unique, original, artistically creative, wonderful, and novel (but never weird in a way that resists ridicule or potential).
The most important value of a luxury brand is beyond the original product function or practicality:
- Some of the luxury brands are extra/extra/unnecessary and too generous about them. Something that is clearly not necessary: the use of unreasonably expensive content, a performance that is beyond all needs and requirements, an exaggerated level of service.
- A luxury brand always expresses indifference to values, high holding values, even an idea, a distinct culture, together with a sense of hedonism, passion for life, and free consciousness.
- A luxury brand will always associate with the circle of those who “run the world” – and the symbols of the success of that time.
- Behind a luxury brand, there are often legends of mysterious talent creators, mysterious production processes, secret formulas, exceptional preparation, and so on.
- A luxury brand is never run in a democratic way. But by authority or even dictatorship, by a talented creator or an inspired leader, who, inside and out. Show a strong passion for products and pedantry for every little thing.
- A luxury brand is certainly rare or difficult to reach in any way. Brand awareness and desire for it is sometimes broad (when the number of buyers has to limit) and other times it is limited to acquaintances. Even buyers themselves will not be able to buy luxury brands very often.
Consumers of luxury brands are different from everyone else
Expect to protect from them (no-mix policy). At the same time, they expect a special closeness between them and the company and its managers. As well as flexibility regarding the rules that affect others.
l’ahni creates minimalist designs to showcase the art of fashion in all its articles and various featured items, particularly in Workout Essentials, Fall Styles, and Winter Must-haves to build up your wardrobe. We offer the clothing style that people want to wear-a a smart and appealing outfit to express themselves. It is truly said that;
“Fashion is the armor to survive the reality of everyday life.”
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