I have been a fan of magazines since I was a kid. I don’t know what it is about them that I find attractive. Maybe it’s the writing, the story ideas, the design, the ads one sees in them or they all come together magically. I used to crave for National Geographic, LIFE, New Yorker and Forbes among the international titles. Among Indian magazines, I recall imprint (yes, spelt with a lower case i), MOVIE (edited by Rauf Ahmed) and a few others. I had a fairly large collection of such.
In upmarket magazines, one occasionally saw ads for luxury brands – be it for watches, perfume or fashion. A common trait of such ads was a uniquely identifiable photography – models staring into camera, sometimes provocative, sometimes with unusual & memorable props and just the logo. After ages, I was flipping through the digital version of Vogue, USA (272 pages) and noticed that the advertising is pretty much the same – models staring vacantly into camera.
But is that all to luxury brands? Definitely not. In my view, advertising is only a part of the aura. An important one, but there are other important factors:
Craftsmanship in product: whether it’s a pen or a watch there will be other brands in the category which do the job at a much cheaper price. A handbag is a handbag until it makes a statement. A pen is a pen until one can spot that Mont Blanc symbol in the shirt pocket. Such elevated stature has to come from the quality of materials, the craftsmanship and the overall quality of the product.
Heritage, as an advantage: a newly launched brand can price itself to be in the luxury segment of a category. One sees that in real estate, hotels, resorts and fashion. But being around for decades and earning a reputation of being exclusive imbues the brand with an aura which cannot be matched by a newcomer.
A brand story: having a great product and being heritage brand is just not enough. Finding a great story to tell about the product, the craftsmanship or history is a great way to increase the desire quotient.
The story of Rolex® is intimately associated with human achievement. Hans Wilsdorf saw the mutual benefit of equipping people who were record breakers. Our watches built to last.
Louis Vuitton, a French trunk maker and entrepreneur, founded his namesake brand in 1854, revolutionizing luggage with innovations like flat-topped, stackable trunks and the iconic monogram canvas, later expanding into a global luxury fashion house.
[Source: web search]
Location, location, location: in the pre-digital world, it was said that the three most important aspects of retail were location, location & location. The super-premium & luxury brands were extra careful about where they would open their physical store. It would always be at the expensive, upscale part of town or inside a premium mall. The company you keep is very important – other brands around you should also be of similar stature. Luxury brands were also choosy about where they would advertise. It was mostly in high-priced, premium lifestyle magazines. In the digital world maybe such a clear demarcation is difficult. In an Instagram feed I might come across a luxury watch brand’s ad as well as a mid-priced furniture brand. But I guess resisting the urge to be everywhere and being selective in online presence is key to a luxury brand.
Irrational desire: our brain is capable of making decisions which are irrational. A negative example: smoking. Smokers know that it’s harmful, yet they continue to indulge in the habit. Similarly, we may dislike or like a person for irrational reasons. Products from Apple evoke such an irrational desire. Many simply ‘want’ an iPhone. Strong luxury brands take such magnetism and desire to another level.
Exclusivity and scarcity: there is abundant cues of exclusivity and even scarcity in luxury brands. ‘Not for everyone’ is clearly writ – not just in the price tag but in every element of the brand: there is an air of snobbishness which can be intimidating to many. The physical or online shopping experience, the website design and every other promotional element – be it the copy, or art has to exude class, across all digital touch points.
Mystique: another aspect of luxury brands is the element of mystique they imbue in their advertising. With or without a celebrity there is an element of mystery and oddly mesmerising cues in the ad. You can have the protagonist take a leopard for a walk and nobody would search for logic. There’s never a straight forward story. The product is always the hero even if there is nothing much by way of features & benefits. I mean, what exactly can you say about a perfume?
Which luxury brands evoke the irrational desire in you? And why? What would be the other elements that make up a luxury brand. Do share your thoughts.
