Archive for 1 May 2008

Redefining Luxury

Contemporary luxury is, in large part, removed from product. Most consumers today describe luxury as immaterial: time, peace of mind, space, tranquility, etc. Luxury is what is missing from our over-scheduled, over media-ed society, and what’s missing is certainly not product!

So how do you take your product offerings, your skills, your services and redefine them in the client’s mind as a form of contemporary luxury? Take a look at the success of California Closets. They took the process of reorganizing your closet (ugh) and transformed it into a vision of your home as a calm, well-thought out space. (aaah) 

How does what you do:

     * provide more free time (for family/friends/personal interests)?
     * create more or improved space in the home?
     * improve peace of mind?

Think about your products and services in terms of what intangible things you’d most want in your life and try out some messaging around this dematerialized sense of luxury.

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1 May 2008 at 3:36 pm 1 comment


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