Added_Value_Therootsofdesire_Sep_2004

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1、ThesemioticsofDesireinluxurygoodsretailingIntroduction•Therearethingswereject•Thingsthatwedealwithretailinggoods•AndthingsthatwedesireluxuryindesireofHowcanluxurygoodsretailingignitedesire?semioticsThe209/15/200401TherootsofDesire1-Therootsofdesire•Tocreateadesire,youneedanob

2、jecttocravefor.Luxurygoodshavetheabilitytocreatemoredesirethanotherproducts/categories,becausetheycombinetwostrongassets:RARITY+SOULAnabilitytobebeautiful,Thecapacitytogenerateunique,preciousrealemotionsanddepth•Prestige•Artdevivre•Elegance•Myth&mystiqueretailing•Exclusivity•Rootsgoodslu

3、xuryindesireofsemioticsThe409/15/20041-Therootsofdesire:deliveringrarityWhatisrare?•Qualitativematerialsandexceptionalcraftsmanshipretailing•Iconic,emblematicproductsthatincarnategoodsthebrand’ssingularityluxuryindesireof•AuniquestoryrootedinavisionandheritagesemioticsThe509/15/20041-

4、Therootsofdesire:deliveringrarity•Retailimplication:–Selectiveandqualitativedistribution–Managingtheparadoxbetweenrarityandabundance/opulence–‘Ateliers’,craftsmanship,traditiontestifyingtheproduct’srare,authenticconceptionretailing–Apremiumpricethatreflectsqualityandgoodsstatusluxuryin

5、–Aservicethataddsprestige,personalitydesireandpamperingofsemioticsThe609/15/20041-Therootsofdesire:deliveringrarityLuxurystorescanleveragethe‘rare’neighbourhoodorluxuriousoriginalarchitectureorcreate/recreatetheirownuniverse:BORROWEDRARITYCREATEDRARITYLeveragingtheenvironmentInventedret

6、ailingRarityprecedesthestoreRarityemergeswiththestoreRECREATEDRARITYTRANSFORMEDRARITYgoodsLike…Inspiredby…,butturnedinto…luxuryindesireofsemioticsThe709/15/20041-Therootsofdesire:deliveringsoul•Soulrequiresthecreationofemotionthroughanaestheticandastory(creator,inspiration,function)Trend

7、OFFERINGPERFECTIONCREATINGSENSATION–Pure(streamlined)–Creativity–Essential–Daring–Timeless–Passion–Silent–Personality–Minimalist–Decadence–Intelligent–ReleaseretailinggoodsAnartisticapproachAdesignapproachwherewhichprivilegesfreedomformfollowsfunctionluxuryofexpressionind