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1、TheHenleyCentreTheHenleyCentreNewThemesinLuxuryNewThemesinLuxurySummarySummary15September200415September2004TamarKasrielTamarKasriel©GlobalconsumerinsightfromTheHenleyCentreAgendaòLuxuryWorldòLuxuryRules-TheDesireEconomy-Status∼China-ScarcityòManagingLuxury©GlobalconsumerinsightfromTheHenleyCentre1L
2、uxurycanarouseverypowerfulfeelings“…doingfieldresearchfor“…doingfieldresearchforthisbook,Iwasmovingthisbook,Iwasmovingmyhandsthroughthethicktiesinadisplaybox.Imyhandsthroughthethicktiesinadisplaybox.Iwasjustturningthemoverwhilelookingatallthewasjustturningthemoverwhilelookingatalltheterriblebric-a-b
3、racontheterriblebric-a-braconthewalls...Quitesuddenly,Iwalls...Quitesuddenly,Ifeltthisterriblerushoffeltthisterriblerushofpleasure.Thisstuff,thispleasure.Thisstuff,thisterribleover-pricedstuff,thisstuffwiththatlittleterribleover-pricedstuff,thisstuffwiththatlittledreadfulpoloponyonthefatendofthetie,
4、wasdreadfulpoloponyonthefatendofthetie,wasmakingmefeel…what?Fantasticandalittlesad,makingmefeel…what?Fantasticandalittlesad,andinamomentIrealizedandinamomentIrealized-Ireallywantedthem”-Ireallywantedthem”JamesBTwitchell,authorSource:NeedingtheUnnecessary:TheDemocratisationofLuxury.Reasononline,Augus
5、t2002.©GlobalconsumerinsightfromTheHenleyCentreFromexpensivepossessions,toselfimprovingexperiences,tobothFurcoatsTravelThelatestluxury?DesignerHotels…Champagne&CaviarTime…artwithappreciation…familyDiamondsPampering…orhandmade,unique,items…..©Globalcons
6、umerinsightfromTheHenleyCentre2TheDesireEconomy©GlobalconsumerinsightfromTheHenleyCentreConsumerdesireisthenewConsumerdesireisthenewdrivingforcebehindtheeconomydrivingforcebehindtheeconomyItisdesirethatdrivesvalueItisdesirethatdrivesvalue©GlobalconsumerinsightfromTheHenleyCentre3TradingUp:TheNewAmer
7、icanLuxury“Middle-marketAmericansareincreasinglyspendingmoreforselectedproductsandservicesthatdeliversuperiorqualityandmoreemotionalresonance”MichaelJ.Silverstein,Source:TradingUp:TheNewAmericanLuxury
