一对价值22200美元的金伯利(Kimberly McDonald)耳环,除了是一对物件,没有任何特殊功能。人们购买这对耳环或Vertu手机,看中的并不是它们的功能,仅仅是因为它们是稀罕物。因此,奢侈品专家表示,奢侈品消费者今后的消费方向将是那种不仅少见,而且还能表达他们自身某些特质的东西。Pearlfisher公司称之为“从放纵到资产”的转变。人们不再希望让别人觉得他们拥有很贵的东西,只想让别人觉得他们拥有对的东西。
These consumers will want to make purchases that illuminate something about how the buyer sees the world. Pearlfisherpoints to Maison Martin Margiela, with a homeware collection that offers products such as a night-light sculpted to look like a basic, vintage light fixture, in glow-in-the-dark plaster.
这些消费者希望他们购买的东西能反映出他们的三观。Pearlfisher的报告举了Maison Martin Margiela公司的产品作例子,这家公司主打高档家居产品,比如它的一款夜灯的形状就像一具非常简单的古代灯具,材质是能够发出荧光的石膏。
The O Group’s Kristen Dillman echoed the idea of thoughtful, considered consumption. “Perhaps in the future,” she says, “we might see luxury brands playing on this idea that’s already permeated the culture, of people investing in fewer but better things.” If this prediction is right, expert curators may be more in demand before long.
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