This book covers a lot of topics, like culture, consumer psychology, and business analysis to present a dual approach of immersive story-telling and pointed research. The whole discussion is presented as three Acts.
The first one of 8 chapters narrate the emergence of an emotional connection to business, and how it lead to heritage as a value in itself. The next eight chapters form Act II, which dwells into the journey we constantly make through the resulting path, and how the juxtaposing of novelty and our desire at every step is giving birth to a constant stream of new ideas. Last eight chapters make Act III, which traces how, brands and consumers evolved from all this, like the inter-mingling of exclusivity, craft, and meaning.
I found it a vivid discussion and a page-turner. How our desires are made to associate with certain objects to create images and ideas of luxury that can install heritage as an end. How, elements of modern communication like instagram opened a new avenue for luxury marketing. And how, the meteoric rise in prices driven by inflation, artificial scarcity, and associated fluctuations stand to shape it all. The book also covers more recent developments like localization of luxury and its access, and re-validation and democratization of luxury, while highlighting certain contradictions that go along.
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