Worth reading …

Worth reading …

Defining luxury and meta-luxury

Interbrand an international consultancy launched on April 26, 2012 a new commercially available book (English and can be ordered from Amazon) “Meta-luxury: Brands and the Culture of Excellence” by Manfredi Ricca, Managing Director of Interbrand Milan and Rebecca Robins, Business Development Director Europe, London

The authors wanted to know and to newly define what is true luxury? The book describes the development of “Meta-luxury” as a cultural and economic paradigm founded on four pillars: handicraft, focus on product, history and rarity. Doing extensive research work, their finding was that the term luxury is applied in abundance and extensive thus the authors created the new concept of “Meta-luxury”.

The owners of brands and labels will find an in-depth analysis of the specific cultural, strategic and economic characteristics of this newly created term including the definition of the nucleus of meta-luxury and the resulting new categories and their influence on the management of brands and their ownership company.

The book contains interviews with personalities of different sectors and their views of culture of excellence. The personalities cited are Renzo Piano (architect and founder of the ateliers “Renzo Piano Building Workshop”, Han Peter Danuser von Platen, former tourist director of St. Moritz (CH) and branding specialist and a scientific lecturer at ETH Zurich (Swiss Federal Institute of Technology), Simon Jacomet, founder of the ski manufacturing company zai, Francis Kurkdjian, founder of Maison Kurkdjian, Francesco Trapani, member of the board of directors of LVMH jewellery and watch division, Dr. Michael Scott, University of Cambridge (UK), Kaszmi Murose master of Japanese Lacquer Art. Paolo Fazioli, founder of the piano manufacturer Fazioli Pianoforti, Horacio Pagani, founder of the sports car maker Pagani Automobili and Salvatore Accardo, violinist and conductor.

The newly defined meta-luxury brands are questioning the up to now existing conventions on concepts such as handicraft, innovation, pricing, brand extension and profitability. The authors intended to provoke a controversy over the actual term of luxury.

www.interbrand.com


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