Yet, how long before that technology is comparably available to consumers at the Gap GPS 1.48% ? Or Target TGT 1.45% ? That sort of information technology scales so fast that any advantage a brand achieves digitally won’t last.
不过,Gap或Target等平价品牌的消费者多久之后能用上这种服务?由于信息技术发展得非常快,任何一个品牌都不会长期独享这种技术优势。
High tech devices, in a way, undermine the very notion of luxury. Take the $10,800 Vertu Signature Touch Smartphone. It comes with a year of global concierge service, with a camera and speakers certified by top brands, but it is still just running Android, and its processor isn’t even quite as good as the one in the $499.99 Moto X. On the outside, it has beautiful customizations, but, as a device, it is nothing extraordinary.
从某种程度上来说,高科技设备已经冲击了所谓“奢侈品”的概念。以价格达10800美元的Vertu署名触屏智能手机为例。消费者可以享受一年的“全球管家服务”,它的摄像头和话筒也是经过国际领先品牌认证的,但它依旧运行的是安卓系统,而且它的处理器可能还不如499.99美元的Moto X手机。从外在看,它的定制做得很漂亮,但作为一款设备,它没有任何突出的地方。
Yet a $22,200 pair of earrings from Kimberly McDonald have no features at all, beyond being objects. People aren’t paying for the earrings or the phone’s function, but their quality as rare objects. If that’s so, experts say that luxury consumer will be looking for something not only rare but that expresses something about them. Pearlfisher calls this a shift, “from excess to asset.” People won’t want to be seen so much having lots of expensive things, but just the right ones.
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