That jet-engine sound you hear every year right about now is the roar of the luxury class heading off to a weight-loss spa. It’s commonly understood that when you’re living a life that involves designer clothes, paparazzi, close scrutiny and lots of long alcohol-fueled meals, at some point you’ll need to disappear for a week or two to get rid of the accumulated weight and prepare for your close-up.
When a luxury company sets out to create an object of desire – not an experience, but an actual item, like a piece of jewelry, a handbag, or a coat – how do they do it successfully? If there’s no new technology, no new performance enhancement, no functional reason for a new purchase, how does one create desire? Is there a formula? Or is it pure luck and serendipity?
Winter weight hanging around like snow that just refuses to melt? It might be time to kick-start your fitness routine with a trip to a destination spa. But which one? Where do the members of the C-Suite, high-net-worth class go when the beach, the red carpet, or the boardroom are calling and they have to lose a few pounds, pronto?
Luxury can be many things, but fully rational isn’t one of them. That’s why the data-driven trend in marketing is highly likely to fail in the irrational world of luxury. There’s a huge amount of scientific marketing chatter about Google algorithms, empirical quantitative research, media mix formulas, social media analytics and AI marketing metrics. It’s driven by the explosion of data at hand. Some estimates say that information is doubling every two years, due in part to the daily influx of 200 billion emails and the explosive growth of AI generated “news.”
The Cannes Film Festival, the Met Gala, bellwether art auctions in New York, the Chelsea Flower Show, the start of U2’s World Tour, the Kentucky Derby, Shakespeare in the Park, the Monaco Grand Prix, the start of the America’s Cup, the Venice Biennale, and the premier of a new ballet by Justin Peck – May 2017 is filed with glamorous events in the luxury ecosystem. If you have the resources and the time, you can spend every day this month doing something brilliant. Here’s our Dandelion Chandelier list of the most important events this month.