It is by and large acknowledged that western ingestion of luxury in the 1980s and 1990s was motivated chiefly by status-seeking and visual aspect. This means that societal position associated with a trade name is an of import factor in conspicuous ingestion. The babe roar coevals luxury consumer has a passion for self-indulgence while keeping an iconoclastic universe position. which is transforming the luxury market from its ‘ old ’ conspicuous ingestion theoretical account to a wholly new. individualistic type of luxury consumer one driven by new demands and desires for experiences ’ .
The look of ‘today’s luxury’ is about a jubilation of personal creativeness. expressiveness. intelligence. fluidness. and above all. significance. LUXURY AND POSTMODERNISM Recent statements have been sounded that facets of modern-day luxury ingestion have reflected the phenomenon of postmodernism. Postmodernity means really different things to many different people’ . Postmodernism is basically a western doctrine that ‘refers to a interruption in believing off from the modern. functional and rational’ . In footings of experiential selling. two facets of the postmodern discourse are most relevant: hyper-reality and image.
Hyper-reality refers to ‘the blurring of differentiation between the existent and the unreal. in which the prefix ‘hyper’ signifies more existent than existent. When the existent that is the environment. is no longer a given. but is reproduced by a fake environment. it does non go unreal. but realer than real’ . The illustration of Bollywood to exemplify the alleged ‘Disneyfication’ of world within the context of modern-day Indian society: ‘Bollywood captures non merely the imaginativeness in the signifier of vocal. music and dance but fairy tale scenes. romantic melodrama and heroic plot lines immerse the spectator in ‘simulated reality’ .
Traditional selling was developed in response to the industrial age. non the information. stigmatization and communications revolution we are confronting today. In a new age. with new consumers. we need to switch off from a features- and-benefits attack. as advocated by traditional attacks to consumer experiences. One such attack is experiential selling. an attack that in contrast to the rational features-and-benefits position of consumers takes a more postmodern orientation. and views them as emotional existences concerned with accomplishing enjoyable experiences.
EXPERIENTIAL LUXURY MARKETING When a individual buys a service. he purchases a set of intangible activities carried out on his behalf. But when he buys an experience. he pays to pass clip basking a series of memorable events that a company stages to prosecute him in a personal manner. Experiential selling is therefore about taking the kernel of a merchandise and magnifying it into a set of touchable. physical and synergistic experiences that reinforce the offer.
Experiential selling basically describes selling enterprises that give consumers in-depth. touchable experiences in order to supply them with sufficient information to do a purchase determination. It is clear that the fact that many luxury goods are about ever experiential puts luxury sellers in a alone place to use the rules of experiential selling to their activities. Dimensions of the luxury experience The term ‘involvement’ refers to the degree of inter-activity between the provider and the client.
Increased degrees of engagement basically change the manner in which services are experienced. that is. providers no longer make an experience and base on balls it to the client ; alternatively. the provider and client are interactively co-creating the experience. The term ‘intensity’ refers to the perceptual experience of the strength of feeling towards the interaction. The four experiential zones are non intended to be reciprocally sole ; the profusion of an experience is. nevertheless. a map of the grade to which all four zones are incorporated.
Those experiences we think of as Entertainment. such as manner shows at interior decorator dress shops and upmarket section shops. normally involve a low grade of client engagement and intensity. Activities in the Educational zone involve those where participants are more actively involved. but the degree of intensity is still low. In this zone. participants get new accomplishments or increase those they already have. Many luxury goods offerings include educational dimensions. For illustration. cruise ships frequently employ well-known governments to supply semiformal talks about their paths – a construct normally referred to as ‘edutainment’ .
Escapist activities are those that involve a high grade of both engagement and intensity. and are clearly a cardinal characteristic of much of luxury ingestion. This is clearly apparent within the luxury touristry and cordial reception sector. characterised by the growing of specialised vacation offerings. The launch of the Royal Tented Taj Spa ( Taj Hotels Resorts and Palaces ) at the Rambagh Palace in Jaipur ( India ) recreates the nomadic castles used by the Mughal emperors of the sixteenth and 17th centuries. with pendants. royal crowns and Indian love swings.
When the component of activity is reduced to a more inactive engagement in nature. the event becomes Aesthetic. A high grade of intensity is clearly apparent within this activity. but has small consequence on its environment such as look up toing the architectural or interior design of interior decorator dress shops. The six-storey glass crystal design of the Prada shop in Tokyo conceptualised by the designers Herzog and de Meuron has become a show window for unconventional modern-day architecture.