French born Dr. Clotaire Rapaille, author of the The Culture Code: An Ingenious Way to Understand Why People Around the World Live and Buy as They Do, gave a thought provoking talk this week at Miami’s Luxury Marketing Council.
Where is luxury headed? To the growing markets of Korea, India and China (the Chinese love big cars, the bigger the better). Ingredients of successful luxury marketing in the future will be communicating a strong individual product identity and giving it a name, not a number (e.g. the Mini Cooper); a ritual that is built on history; and an emotional appeal. An excellent case in point is the recent christening ceremony for Silversea Cruises Silver Spirit. All of the speakers gave reference to the Line’s family tradition and family members, and its Italian heritage was highlighted in everything from the historic Italian dress of the flag bearing procession (something you might see in Venice) to the entertainment (opera singers). And for the service industry, he cited anticipatory service.
Speaking of which, I wonder why more luxury travel products don’t make a point of having key line executives stay at a hotel or a cruise ship, whose service they want staff to emulate. Granted, it’s an expense, but what better way to pick up ideas and teach through first-hand experience. Plus, it’s a powerful motivator.
By: Karen Weiner Escalera