Luxury for The Masses  

Oleh:

Silverstein, Michael J. ; Fiske, Neil

Jenis: Article from Bulletin/Magazine - ilmiah internasional
Dalam koleksi: Harvard Business Review bisa di lihat di link (http://web.b.ebscohost.com/ehost/command/detail?sid=f227f0b4-7315-44a4-a7f7-a7cd8cbad80b%40sessionmgr114&vid=12&hid=105&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&jid=HBR) vol. 81 no. 4 (Apr. 2003)
Topik: luxury; consumer marketing; consumerism; marketing planning; marketing strategy

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: HH10.20 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

There is a new class of American consumer and a new category of products and services has sprung into being to cater to it : new luxury. America's middle - market consumers are trading up to higher levels of quality and taste than ever before. Members of the middle market (those earning $50,000 and above annually) collectively have around $3.5 trillion of disposable income. And they will pay premiums of 20 % to 200 % for well - designed, well - engineered, and well - crafted goods that can't be found in the mass middle market and that have the artisanal touches of traditional luxury items. Supply - side forces are essential to the rise of new luxury. Like the consumers of their goods, entrepreneurs are better educated and more sophisticated about their customers than ever before. In addition, global sourcing, falling trade barriers and transportation costs, and rising offshore manufacturing standards are making possible the economical production of alluring products of high quality. Unlike old - luxury goods, new - luxury products can generate high volumes despite their relatively high prices. As a result, companies at the new - luxury forefront are achieving levels of profitability and growth beyond the reach of their conventional competitors.

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