Luxury: Express your dreams
A vital part of luxury consumption is the ability to daydream. To dream to achieve something, which is in our every day lives beyond our reach. To dream to be a part of some greater story.
According to Harvard reseachers, we grown-ups daydream up to 46,9% of our time. It is a lot. Through premium and luxury brands, a small glimpse of that dream world comes alive.
Goals based on shared values
Karl Lagerfeld once said in a BBC interview::
”If you have no dreams… people would ask why they get up in the morning… If you want only things you can afford, it’s boring… It is very ugly to think, shouldn’t exist because you cannot buy them”.
Although Lagerfeld spoke only about things, daydreaming doesn’t mean we only opt for superficial attributes, such as more wealth, bling bling and fame. Most of us strive for more genuine values, such as intelligence, leisure time, resilience, companionship and a feeling of belonging to greater entity.
A Moncler jacket is not only to keep you warm, but to give you the feeling of being among the most genius minds in the world. By living the brand, one becomes a forerunner, a resilient and a brilliant mind of the future. And who wouldn’t want to be one, right?
A vacation in boutique hotel in London with a suite filled with books and quiet corners to educate yourself, gives you an feeling of intelligence, self development and prestige.
Of course we do understand that a jacket nor a night around books doesn’t increase our IQ, skills or resilience. But it gives us a route to express that these kind of ambitions are important for us.
Words become action
I am a big believer in the quote:
” Once you’ve stated your goal aloud, you are on your way to achieve it”.
By wearing a jacket and by living the lifestyle brand, is one way of expressing your goals. Through this kind of a public statement of your goal, you become more aware of the factors surrounding yourself, which lead you towards your mission (Similar to the notion of city filled with pregnant mothers and new borns, when hoping for a child).
If we have stated by wearing a puff jacket to be curious and resilient, it might just give us a gently push to educate ourselves more, to be more aware of the surrounding world, — and yes, maybe in the end of the day, a little more genius? Nevertheless, when choosing to buy the jacket in the first place, we had already prior the purchase made the decision of holding these values close to our heart (Otherwise, you would have gone for a cheaper version for sure).
Whether it really works or not for the dreamer, is actually irrelevant. Even for the dreamer. That is why the happy thoughts are called daydreams, not plans. But creating a larger dream world around the brand sure works for the brand owner.
Food for thought:
Which daydream your brand fulfills? What values your customers want to express when looking the World through your brand’s lenses?
Read more: Anna Lundén www.annalunden.fi in English
Follow on Twitter: https://twitter.com/anna_lunden
Anna Lundén is an expert in customer-centric business. She is an inquisitive generalist with vast experience in both B2B and B2C environments, specializing in premium business management. Although her roots are in the family business, she was professionally brought up in multinational corporations, such as EY, Nestlé, Nutricia, Cloetta and L’Oréal.
Through her wide-ranging background Anna Lundén is able to support entrepreneurs and executives in their quest to define their business’s position in the marketplace, both today and in the future.
Lue lisää: www.annalunden.fi
Seuraa Twitter: https://twitter.com/anna_lunden
Anna Lundén, premium-liiketoiminnan strategia-ammattilainen, monikansallisten pörssiyritysten kasvatti, perheyrittäjä, ja itsenäinen ammatinharjoittaja.
Anna Lundén haastaa yrityksiä, brändejä, ja liiketoimintayksiköitä määrittämään kilpailuetunsa ja asemointinsa murroksen keskellä.
Hän on rohkeasti kyseenalaistava generalisti ja toiminut urallaan sekä B2B- että B2C-liiketoiminnan asiantuntija- ja johtotehtävissä, mm. EY:llä, Nutricialla, Nestléllä, Cloettalla ja L’Oréalilla.