Innovation, interaction, and inclusion : heritage luxury brands in collusion with the consumer
Innovation, interaction, and inclusion : heritage luxury brands in collusion with the consumer
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创新、互动和包容：传统奢侈品牌与消费者的勾结
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发表时间：
2011
期刊：
影响因子：
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通讯作者：
Kay McMahon
中科院分区：
文献类型：
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作者：
J. Morley;Kay McMahon
许多传统奢侈品牌的运作都是基于一种误解，即传统与历史是可以互换的，而不是他们最初在客户身上培养的情感反应的代表。这种将遗产视为静态历史的想法抑制了创新，阻碍了动态更新，阻碍了他们在当前和新兴市场中重新定义、加强和定位品牌的能力。本文考察了一些传统奢侈品牌，这些品牌成功地识别了他们在客户中开发的原始情感反应，并通过设计，营销，品牌和分销方面的创新方法唤起了当代消费者的这些反应。这些品牌将传统与创新相结合，不断发展壮大，并开发了一种融合历史和当代理念的传统愿景，以满足新兴客户的需求。虽然在这个奢侈品触手可及、规模不断扩大和渴望消费的时代，“奢侈品”的构成不断受到挑战，但本文认为消费者的情感需求是定义奢侈品概念的关键因素。这些情感品质始终保持相关性，因为它们能够增强品牌用户的积极认同感。奢侈品是一种“体验”，而不仅仅是产品，通过唤起排他性、真实性、质量、独特性和文化的感觉，为消费者提供一种增强的地位或身份感。本文将分析那些成功地将这些情感价值与他们的“遗产”相结合的奢侈传统品牌，以创造一种吸引当代消费者的真实性和怀旧气息。与奢侈品一样，在当代时尚界，服装成为时尚的界限也很模糊；然而，消费者情感再次扮演了重要的角色。例如，当服装影响到消费者的自我认知，而不是履行基本的庇护和保护功能时，它就成为了消费者的“时尚”。成功的奢侈品传统品牌可以通过让消费者参与到品牌的“体验”和“个性”中来增强消费者的自我意识，这样他们就会把它看作是自己的排他性、真正的独特性、归属感和文化价值的反映。创新是传统奢侈品牌成功产生这些期望的情感反应并满足当代消费者不断变化的需求的宝贵工具。传统上，时尚是品牌对消费者的独白，而新技术让消费者有机会与品牌进行对话，表达他们不断变化的需求、想法和反馈。因此，在这个消费者授权的信息共享时代，本文将创新定义为遗产奢侈品牌在保留其遗产的情感核心价值的同时，针对消费者的反馈制定新的设计和品牌策略的能力。本文分析了传统奢侈品品牌如何在当代市场中有效地定位自己，将传统与历史分开，结合创新战略，以满足当今和未来消费者的需求。
Many luxury heritage brands operate on the misconception that heritage is interchangeable with history rather than representative of the emotional response they originally developed in their customer. This idea of heritage as static history inhibits innovation, prevents dynamic renewal and impedes their ability to redefine, strengthen and position their brand in current and emerging marketplaces. This paper examines a number of heritage luxury brands that have successfully identified the original emotional responses they developed in their customers and, through innovative approaches in design, marketing, branding and distribution evoke these responses in contemporary consumers. Using heritage and innovation hand-in-hand, these brands have continued to grow and develop a vision of heritage that incorporates both historical and contemporary ideas to meet emerging customer needs. While what constitutes a ‘luxury’ item is constantly challenged in this era of accessible luxury products, up-scaling and aspirational spending, this paper sees consumers’ emotional needs as the key element in defining the concept of luxury. These emotional qualities consistently remain relevant due to their ability to enhance a positive sense of identity for the brand user. Luxury is about the ‘experience’ not just the product providing the consumer with a sense of enhanced status or identity through invoked feelings of exclusivity, authenticity, quality, uniqueness and culture. This paper will analyse luxury heritage brands that have successfully combined these emotional values with those of their ‘heritage’ to create an aura of authenticity and nostalgia that appeals to contemporary consumers. Like luxury, the line where clothing becomes fashion is blurred in the contemporary fashion industry; however, consumer emotion again plays an important role. For example, clothing becomes ‘fashion’ for consumers when it affects their self perception rather than fulfilling basic functions of shelter and protection. Successful luxury heritage brands can enhance consumers’ sense of self by involving them in the ‘experience’ and ‘personality’ of the brand so they see it as a reflection of their own exclusiveness, authentic uniqueness, belonging and cultural value. Innovation is a valuable tool for heritage luxury brands to successfully generate these desired emotional responses and meet the evolving needs of contemporary consumers. While traditionally fashion has been a monologue from brand to consumer, new technology has given consumers a voice to engage brands in a conversation to express their evolving needs, ideas and feedback. As a result, in this consumer-empowered era of information sharing, this paper defines innovation as the ability of heritage luxury brands to develop new design and branding strategies in response to this consumer feedback while retaining the emotional core values of their heritage. This paper analyses how luxury heritage brands can effectively position themselves in the contemporary marketplace by separating heritage from history to incorporate innovative strategies that will appeal to consumer needs of today and tomorrow.