Luxury, a hitherto ‘reserved for the elite’ phenomenon, has been undergoing a titanic shift in its core perception, mainly due to market-driven forces causing a deviation from ‘reserved for the classes’ to ‘appeal for the masses’. The democratisation process initiated sometime in the 1970s saw a major change when luxury brands started to spiral downwards with brand/product extensions allowing them to cater to what is now called the ‘accessible luxury’ space.
‘LUXURY’ – the mere mention of the word draws in images of glamorous cars, fashionable models, well dressed and haughty taughty women, all ingredients of a high flying and fast-paced lifestyle! Traditionally restricted to the select few descendants of the erstwhile Raja’s and Maharaja’s, luxury consumption…
To the absolute disdain of teetotalers across the world, Alcohol consumption is deeply ingrained in our collective social culture. This has been prevalent not just in the modern culture, the oldest firm evidence of an alcoholic beverage comes from Jiahu, China where, by 7000 BC farmers were mixing rice, berries, honey and grapes in clay jars for fermentation…
Don’t compete—collaborate : Luxury brands should forge partnerships with others who target a similar audience, to maximise their reach and create unique experiences for the customer…
May 2014 saw a regional controversial political figure walk into the power corridors of New Delhi with a never before witnessed sweeping victory. A grim & challenging economic condition coupled with several other crisis situations…
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