Work on the luxury market should not be arbitrary, given this market as very unique. People willing to buy products with a particular brand even though the price was insanely high. In fact, to some extent, these groups have other lifestyle than most. Well, what are the real people behind the brand is looking for super-luxury-brand it? How did the brand owners treat their customers? To answer these basic questions, here are excerpts Marketing Magazine interview with Yuliana Great, marketing analysts:
How do you see the luxury market in Indonesia?
Market in Indonesia is still growing. In Western countries, it seems already saturated market. The owners of this luxury brand glance markets are still potential, such as China, India, and Indonesia. Temporary, class is more mass below which also need a symbol. Then bring up class among most market with luxury market, called the masstige-mass groups that need those things for prestige. Louis Vuitton classified in this group despite higher prices. Different from Hermes who became a super-luxury brands with prices up to USD 900 million.
What was sought in the market this luxury?
Luxury brand that actually needs. It's no longer desire. Particularly the need for a network of high society circles who want to distinguish themselves with segment beneath. Their needs are no longer on the functional requirements. But, more on the need for symbols, including symbols of social class and their achievements. Not be separated well from their lifestyle.
What caused the so-called luxury products?
First of all because the price is extraordinarily expensive. Compared with the cost of production, that price could jump hundreds of times. We no longer call it a premium, where the price may be only three times. The person is indeed buying something ultra abstract. They want to embrace what is called a total experience (total experience) will be a brand. They are not buying the brand, but the experience in it.
Are there other criteria to mention luxury than on price?
Price is always firmly attached with luxury features. Beyond price, the most important is the total package offered by these luxury brands. First, the brand recognition. This refers to the brand identity, as a symbol or logo. It's really important. There are efforts in such a way that is not very visible brand in the market, do not look too much to wear, and worn only certain people. Including boutique-shop is not too spread out with many branches and very specific locations. Manage this process is not cheap. Given, brand owners should choose a prime time spot, frontliners are classy, and so on.
There is another criteria?
Second, the brand that carries the brand personality. Brand identity was translated into a market-especially to the society and culture-a brand personality that is accompanied with a brand image and brand character. It can be built through strong logo, very easy to understand, even though its brand is sometimes really difficult to read, the more impressive luxury.
Besides the logo, it takes its name scarcity which means it's brand visible, but not affordable in bulk. This limited the numbers attached to the boutique and collection. Then, there must be creativity. In particular, creativity in terms of aesthetics, given that selling luxury brand aesthetic. People do not simply enjoy a symbol, but also aesthetic. Much deeper than that, he can enjoy the culture within that aesthetic. Aesthetics is then translated as a high taste.
Third, note the klasikalitasnya-brand owner must manage the aesthetic component that should never be changed, such a pattern. Gucci or Hermes, for example, the pattern has not changed. Fourth, brand owners should pay attention to the interior design of the boutique-store.
In terms of users, is there a particular classification?
Actually, the users belonging to the collector. This is classified as a heavy user. Earlier there was a beginner and medium groups. Heavy user characteristics are not only buying and collecting brand-although only one bean prices reached hundreds of millions. Recalling the emotional touch to the brand was already very high. They have it in the collection of hundreds of seeds. Usually, the person was classified as old money. Brands that he had already become perengkuhan spiritual.
For medium class, this guy loves the brand, but not until the emotional touch. They also have no loyalty to one or two brands. For beginners, they only have one brand only once, a good brand with prices still affordable. Beginner group is a group of USD 20-10 million expenditure, such as Louis Vuitton class.
Is there a brand of Indonesia that have been classified as luxury?
Indonesia has been no brand in this category. All still in the position of mass products, consumer products. There are no brands that stand out. This is because one of them because no one would dare release a product marketer considering he had to compete with the brand beyond the age of hundreds of years. Other constraints, we have a country of origin that have not been good, except the name of Bali. This is in contrast with Japan, because Japanese people appreciate high quality. For example, brand Kenzo which opened an office in Paris as a city of origin of fashion since the Renaissance.
Actually, should luxury brand marketing strategy for this?
They do not need another strategy. That's the advantage of having very strong brand symbol. Just precious symbol extraordinarily expensive and risky forged. They no longer require marketing strategies such as other brands. Enough to launch a product with good packaging and classy. These brands have brand equity of ultra.
Enough with the communication alone?
Yes, the brand activation and public relations. Activities, such as holding gatherings, corporate social responsibility activities, such as making foundation, and so on. Including communicating with the interior design boutiques. Not any more promotion and advertising. Because this product is not infrequently makes a line buyers, boutique owners need a clever strategy to manage this queue.
Does not require a customer loyalty program?
All that drama. Touch the emotions of customers is important. At the fashion boutique, for example, there is a special ritual for the customer. Origin is not taken and so on. Including scenarios of delivering products to customers. The clearest example of Louis Vuitton.
Luxury product categories what customers demand Indonesia?
The first time was the fashion category, including apparel and accessories. Then the automotive category with its luxury cars. Then the hotels and resorts, food, drinks, gadgets, and so on.
Is there competition between merk luxury?
No one. They carry more ego. They do not compete because each brand has a personality of each. Rival lies precisely in the effort to strengthen the brand, emotional touch, sharpen segment. Sharpened the brand will be more luxury segment. Conversely, the more mass, the less its level of luxury.
As to whether a special after-sales service this brand?
This service is still needed, such as how the brand is providing service in the repair and maintenance products. Brand owners also need to seek independent counterfeiting.
How do you see the luxury market in Indonesia?
Market in Indonesia is still growing. In Western countries, it seems already saturated market. The owners of this luxury brand glance markets are still potential, such as China, India, and Indonesia. Temporary, class is more mass below which also need a symbol. Then bring up class among most market with luxury market, called the masstige-mass groups that need those things for prestige. Louis Vuitton classified in this group despite higher prices. Different from Hermes who became a super-luxury brands with prices up to USD 900 million.
What was sought in the market this luxury?
Luxury brand that actually needs. It's no longer desire. Particularly the need for a network of high society circles who want to distinguish themselves with segment beneath. Their needs are no longer on the functional requirements. But, more on the need for symbols, including symbols of social class and their achievements. Not be separated well from their lifestyle.
What caused the so-called luxury products?
First of all because the price is extraordinarily expensive. Compared with the cost of production, that price could jump hundreds of times. We no longer call it a premium, where the price may be only three times. The person is indeed buying something ultra abstract. They want to embrace what is called a total experience (total experience) will be a brand. They are not buying the brand, but the experience in it.
Are there other criteria to mention luxury than on price?
Price is always firmly attached with luxury features. Beyond price, the most important is the total package offered by these luxury brands. First, the brand recognition. This refers to the brand identity, as a symbol or logo. It's really important. There are efforts in such a way that is not very visible brand in the market, do not look too much to wear, and worn only certain people. Including boutique-shop is not too spread out with many branches and very specific locations. Manage this process is not cheap. Given, brand owners should choose a prime time spot, frontliners are classy, and so on.
There is another criteria?
Second, the brand that carries the brand personality. Brand identity was translated into a market-especially to the society and culture-a brand personality that is accompanied with a brand image and brand character. It can be built through strong logo, very easy to understand, even though its brand is sometimes really difficult to read, the more impressive luxury.
Besides the logo, it takes its name scarcity which means it's brand visible, but not affordable in bulk. This limited the numbers attached to the boutique and collection. Then, there must be creativity. In particular, creativity in terms of aesthetics, given that selling luxury brand aesthetic. People do not simply enjoy a symbol, but also aesthetic. Much deeper than that, he can enjoy the culture within that aesthetic. Aesthetics is then translated as a high taste.
Third, note the klasikalitasnya-brand owner must manage the aesthetic component that should never be changed, such a pattern. Gucci or Hermes, for example, the pattern has not changed. Fourth, brand owners should pay attention to the interior design of the boutique-store.
In terms of users, is there a particular classification?
Actually, the users belonging to the collector. This is classified as a heavy user. Earlier there was a beginner and medium groups. Heavy user characteristics are not only buying and collecting brand-although only one bean prices reached hundreds of millions. Recalling the emotional touch to the brand was already very high. They have it in the collection of hundreds of seeds. Usually, the person was classified as old money. Brands that he had already become perengkuhan spiritual.
For medium class, this guy loves the brand, but not until the emotional touch. They also have no loyalty to one or two brands. For beginners, they only have one brand only once, a good brand with prices still affordable. Beginner group is a group of USD 20-10 million expenditure, such as Louis Vuitton class.
Is there a brand of Indonesia that have been classified as luxury?
Indonesia has been no brand in this category. All still in the position of mass products, consumer products. There are no brands that stand out. This is because one of them because no one would dare release a product marketer considering he had to compete with the brand beyond the age of hundreds of years. Other constraints, we have a country of origin that have not been good, except the name of Bali. This is in contrast with Japan, because Japanese people appreciate high quality. For example, brand Kenzo which opened an office in Paris as a city of origin of fashion since the Renaissance.
Actually, should luxury brand marketing strategy for this?
They do not need another strategy. That's the advantage of having very strong brand symbol. Just precious symbol extraordinarily expensive and risky forged. They no longer require marketing strategies such as other brands. Enough to launch a product with good packaging and classy. These brands have brand equity of ultra.
Enough with the communication alone?
Yes, the brand activation and public relations. Activities, such as holding gatherings, corporate social responsibility activities, such as making foundation, and so on. Including communicating with the interior design boutiques. Not any more promotion and advertising. Because this product is not infrequently makes a line buyers, boutique owners need a clever strategy to manage this queue.
Does not require a customer loyalty program?
All that drama. Touch the emotions of customers is important. At the fashion boutique, for example, there is a special ritual for the customer. Origin is not taken and so on. Including scenarios of delivering products to customers. The clearest example of Louis Vuitton.
Luxury product categories what customers demand Indonesia?
The first time was the fashion category, including apparel and accessories. Then the automotive category with its luxury cars. Then the hotels and resorts, food, drinks, gadgets, and so on.
Is there competition between merk luxury?
No one. They carry more ego. They do not compete because each brand has a personality of each. Rival lies precisely in the effort to strengthen the brand, emotional touch, sharpen segment. Sharpened the brand will be more luxury segment. Conversely, the more mass, the less its level of luxury.
As to whether a special after-sales service this brand?
This service is still needed, such as how the brand is providing service in the repair and maintenance products. Brand owners also need to seek independent counterfeiting.
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