Luxury's 4 codes of meaning

Scenario DNA – an american consumer insight agency, which is working with wide range of companies, such as LVMH, Mercedez-Benz, Nike, etc, has defined «luxury's 4 codes of meaning».  

What does this code mean?

According to scenarioDNA, today rank must set authentic standards: «Todays superrich no longer imitate a psuedo-aristocratic lifestyle with hourse prints on the wall.» (Tobias Meyer, Sautheby's principle auctioneer).

Guilt involves power, given to influential people and corporations. With power comes responsability. We now seek power that enables change and which can be expressed through:

• Restraint trumps decadance
•  Rethinking the mundane
•   Building the reconnection to the source
•   Ethical mainstreaming
•   Sustainability

Perfection – could be defined in two ways. From the customers' side, today every product detail is scrunitized, even if product is not percieved. From the companies' side, the response must come up with the critical process control and refining the ordinary.

Freedom is:

  

·      Creativity

·      Conspiration

·      Indulging playful stories

·      Transcending the expected

·      Being confident to mix high and low (collaborations, e.g. Missoni and Target)

·      Knowledge engagement – 

it engages the human and activates behaviour (involvement, authenticity, sustainability)

·      Innovation

Scenario DNA evoke the need to build cultural taxonomies. Nowadays most recently we are exhasting the language – the words we use are out of sync with the real cultures that bring them meaning and power. But language is the powerful tool which permits to build a connection between the culture to the brand. Our target is not packing the latest buzzword and hoping for the best, but engaging language. Beyond the logo, the licensing and huribs, there must be something more deep and profound.

Today culture is the product.