Home' INSTYLE Magazine : INSTYLE SPT-OCT 2017 Contents Luxury. A word as elusive as that friend who never seems to be
able to settle and an idea that can be as varied as the imagination
allows. For the last three years we've set out to make the idea
of luxury a little easier to grasp or at least inspire you with an
aesthetic pitched for luxury leaders. What many of us think are
unique luxury touch points are in fact just the same as what everyone
else is doing. ere's nothing wrong with being the same, you just have
to make sure you do it better. It's time to ask yourself what makes you
different and what does luxury really mean?
Ultimately it's about creating an experience that can't be recreated
anywhere else. It's what you do to make a better connection with clients
and what is deemed as valuable -- it's how you create demand through
the unknown and the unexpected and ultimately what we all strive for.
It's an interesting time for consumers... the word luxury is thrown around flippantly and offered up
too often as an idea rather than a service. Consumers are over it -- they want more from the concept
of luxury. Despite all the noise and distraction that's associated with new rules of engagement and
reaching your audience, more than ever we are craving something different, something completely
bespoke and some time out where we truly feel connected. My favourite word here is 'connected'.
Wouldn't it be nice if we could be more connected all the time -- more checked in to what is really
happening to us. We should take the lead from luxury brands who are disrupting the market by hiring
the relatively unknown Creative Director rather than the big flashy name to re-create something
disruptive and memorable. In this issue we take a look at what mega-brand Gucci has done to
reinvigorate their customer base (page 60). You'll see thtat luxury is just as much about a seamless
and connected experience as it is about the integrity of the products and services provided.
If the consumer isn't well looked after, they are more likely to focus on the negative and feel less
connected to not only the experience but also themselves. So next time when it comes to spending
their discretionary dollar they will think twice about whether it's worth it. Luxury really is about a
seamless connection with the customer.
How do we create a connected experience?
It's all about staying connected to the customer long after they leave through a variety of mediums.
Luxury brands are continuing to engage through bricks and mortar as well as the online world --
increasingly expensive fitouts and community activations when almost a decade ago we were told
that the retailer is a dying phenomenon -- people are craving escapism, they are long for immersion,
they are want your full attention and they are happy to take it from a complete stranger, just to get
out of their own head, even just for five minutes. ere are leading salons and spas that offer luxury
service without the price tag -- it's a commodity now and no longer an out of reach idea.
e willingness of the customer to give information is increasingly overlooked. Why aren't you
finding out more about your customer and tailoring the experience just for them?
Everyone says they are offering a luxury service but when asked to write it down its a difficult task.
Is it really luxury when it's exactly the same as a salon half the price down the road? ey too give a
luxurious basin massage, a salon ritual, quality coffee and refreshments. What else do you offer to
complete the luxury experience? It may even be a phone call a few days after your clients visit to the
salon just to see how they are going with their hair or inviting them back in with in a few weeks of
their visit for a blow dry when you could also include a retail incentive to cover the cost of the service.
For some, time is a luxury that they can't afford to waste so it might be a case of several shortcuts
and ideas throughout the salon service to speed up the process -- it's also a great way to get further
cooperation or even extra money from a client if you tell them you can save them time.
Time is luxury and luxury is time well spent.
"Get rid of aimless conversations, purposeless events and negative people who have no goals -- it's
time to focus on what really matters." Idillionare.
Cameron Pine, Editor
41 Bridge Road, Glebe NSW 2037
Ph: 02 9660 2113 Fax: 02 9660 4419
BEAUTY & ONLINE EDITOR
CREATIVE CONTENT EDITOR
GROUP ART DIRECTOR
HEAD OF CIRCULATION
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