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A luxury brand must perform at an experiential level as well, i.e. the emotional value of the
brand the consumers buy into beyond what the product is to what it represents. For
example: Rolex stands of symbol of heroic achievement & Tiffany is a symbol of love and
beauty.
PEDIGREE:
Many luxury brands have a rich pedigree and extraordinary history that turn in to an inseparable
part of the brands mystique. This mystique is generally built around the exceptional legendary
founder character of the past, making up an integral part of the brand story and brand
personality. So, when consumers buy say a Cartier or a Chanel product - it is not only because of
the product performance factor, but subconsciously they are also influenced by the brands rich
lineage, heritage and the years of mastery.
Price
PRODUCT
Ganjam has revisited Le Jardin, a collection inspired by the
delicate beauty of nature. Previously, the collection comprised a
combination of pink, white and gold in simpler silhouettes, but
since its neo-classical makeover, it packs a more colourful
punch. Petals dazzle with pink sapphires, set in 18ct pink and
yellow gold, accented with vivid purple amethysts and lustrous
white pearls. From a Y-shaped necklace and large cocktail ring
to elaborate earrings and chunkier wrist wear, the mood is
existing feel of the collection - feminine and soft - but add a new
dimension. This we did by introducing purple amethysts to the
pink and gold and diamonds. The purple plays off the soft pink
and adds a point of contrast within each piece."