Retail Marketing - Shopping Center Marketing

What are the “unobtainables” that your brands or products are based on? I’ll pass on that one when it comes to traditional luxury and where Web 2.0 fits into marketing them because buying online, making messages too public and SNSing with just anybody about the $52,500 Louis Vuitton Patchwork bag seem to contradict the anti-massness of luxury.Instead, I’ll run with life-caches and life-streams as a luxury performance category.
- start with biographies of clients: income, status, life cycle, goals, social concerns
- meet the needs of clients paring down purchases and simplifying lives by helping them decide what Best Things In Life are worth holding on to or attaining
- help them create ‘most’ experiences (vacations that are the most exotic, extreme, relaxing, educational, wine & food-oriented) and ‘best’ services (financials where stocks and funds are in collaboration with their level of social consciousness)
- customize service in Luxury Offsetting for clients in New York that want to buy German cars, French wine and Italian purses but feel a need to compensate (Don’t plant any tree just anywhere - pay for Pinot Gris vines or a locally-sustaining crop to be planted in the upper New York State region of your choice)
- dig deep into those biographies to curate those ‘most’ and ‘best’ so clients can access not only the cultural capitals of high culture but also the subcultural capitals (coolness, obscurity, localisms, underground-ness, hyper-speed taste-making, activism etc.) of the ‘low’ and ‘mass’ cultures of the street and Internet.

[Story Found at Futurelab]