To Whom It May Concern #6 💡
A few weeks ago, I talked with some of my students about the sociological concept of Affordable Luxury, or how some #brands are creating the impression that you can buy a piece of #luxury by lowering the prices on specific objects or experiences (in some cases, the strategy may vary).
It’s an interesting phenomenon I’m encouraging you to dive into, but what I want to say now is that I’ve never seen the idea of “Affordable Luxury” verbalized in #commercials because mainly (and my students confirmed) it’s perceived as “luxury for the poor… and that means it is not luxury at all”. It’s like tunning a family car and insisting on telling a potential buyer it’s an “Affordable sports car.” It’s not. It’s a shopping cart with a noisy exhaust pipe.
I was on a plane a few days ago (Wizz Air. Now you know I fly in style) and was looking through the Wizz Magazine. Surprisingly, I saw that a facial treatment business in Romania is promoting itself with “Affordable luxury.” I found it funny, engaging, and somewhat courageous at the same time.
For some, it’s terrible already to have “luxury” for all, but if you say it…
I asked some women I know (from different social-financial backgrounds) what they feel about this brand's service, prices, and overall #perception, and they all said that if you want to make an impression that you are selling/delivering luxury, you never say it. And you never ever say “affordable” in the same sentence as luxury. Just by doing that, you look… “shady,” as some said. And cheap.
Now, we can all figure out why they chose that specific message. Does it have to do with their primary target? Low-cost flying passengers? Does it convince them, and do they consider it a social upgrade if they consume products/services that label themselves “affordable luxury”? Sadly, we don’t have an answer, but can think about it.
It’s helpful because if this “affordable luxury” thing works for specific brands, it can also work for others. Maybe I’m not flying with a low-cost company; perhaps I’m traveling in Affordable Luxury conditions with 19,99$ tickets and 5$ tasteless sandwiches. It’s not much, but it’s a luxury compared to those traveling by bus.
Microsoft Security: CyberOperations Architect APJ
5moYou mean to say that the 20 unopened Acqua di Parma kits I have in a cupboard are now collectors items? 🤔😉