The Lavish Life: Direct Marketing of Luxury
Names like Coach or Gucci carry the essence of opulence and decadent living, as well as an air of exclusivity. For years, in fact, the marketing strategies of high-end names in retail have aimed to establish the reputation as the very best in quality and design, quickly separating the consumers from the window-shoppers. Recent marketing research now shows, however, that the average-salaried consumer is eager to partake in the luxuries once set aside for only the wealthy. As a result, the marketing idea is to make luxury available to the masses, and let the thrill of excess be at everyone's fingertips.
Marketing Career Requires Good Ears
Marketing the concept of indulgence is catching on in stores and online shopping alike. A recent direct marketing idea, "Bag, Borrow, or Steal," has made a marketing career by responding to the overwhelming interest in glamorous, expensive handbags. Renting hundreds of name-brand purses for less than the price of just one, a little marketing research and a brilliant marketing idea has made a huge hit. Additionally, stores such as Target and J.C. Penny, heeding the results of marketing research, are now selling name brand fashions at prices that are much more tolerable. Whether consumers enjoy direct marketing options online, or shopping inside the store, the marketing idea of purchasing pleasure is finding success.
Marketing Research Pays Off
What does all this marketing and strategizing amount to? Quite simply, in order for a marketing career to take off, merchandisers and retailers must know the needs of their consumer. As the gap between elite and bargain shopping narrows, MBA students and entrepreneurs are quickly learning that having a strong marketing career means responding to the customer's every desire.
Sources:
Luxury for the Masses
Bags, Games and Movies for Rent
Women Turn to Online Rentals for Handbags
About the Author
Marianne Salina is a freelance writer in Spokane, Washington. She has a B.A. in Literature and Creative Writing from UC Santa Cruz and writes about various educational pursuits as a First Stop Online Degree Columnist.
