What is a luxury brand in the circle?

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The brand charm of luxury brands is rich and luxurious. Luxury comes from the Latin word "Lux". Therefore, luxury goods should be shiny, bright and enjoyable. Luxury goods convey these contents through their brand visual identity system. From a sociological point of view, luxury goods are goods of the aristocratic class. It has status, status and superior privileges.

It is the representative of noble image. Although the society is democratizing now, people's concept of wealth has not changed, and luxury brands can just meet people's instinctive needs.

In the eyes of western consumers, British Rolls-Royce cars have the symbol of aristocratic cars. 1925 introduced the Phantom, which was selected by the Queen of England as a special car and used as a road bus to receive foreign heads of state.

From 1875, Cuba's "Romeo" brand has been exclusively supplying cigars to Britain, and later created the "Churchill" model, which is Prime Minister Churchill's favorite cigar length (7.48) and has long been a world-famous cigar. Therefore, it can be said with certainty that "wealth" is the core value of luxury brands.

Luxury goods must be the most beautiful goods. No matter how many kinds of aesthetic consciousness people have, there is only one kind of luxury, and that is "praise when you see it." The products served by luxury brands must be "the most advanced". This "highest state" should be reflected from appearance to quality. Luxury should be visible.

It is precisely because people marvel at its beauty and luxury that it can bring glory to its owner. So luxury goods should provide more "visible value"-make people look good. People who buy luxury goods are not pursuing practical value at all, but pursuing the "best" feeling of all mankind.

"Vacheron Constantin" watch is like this; The same is true of Dior fashion. The "Cartier" jewelry, which was born in Paris from 65438 to 0847, not only represents class, wealth, nobility and taste, but also symbolizes beauty and eternity.

Italy's "Bulgari" jewelry brand initially followed the rigorous style of French academic school, but in 1934, it merged the essence of Greek and Roman classicism, and in19th century, it joined the Italian Renaissance and Roman goldsmith school, and gradually deduced its own unique luxury classic. Therefore, products without aesthetic enjoyment are not luxury goods.

Luxury brands are often proud of themselves, they constantly erect the banner of personalization and create their own highest realm. Mercedes-Benz pursues top quality, BMW pursues driving pleasure, Rolls-Royce pursues handcrafting, Ferrari pursues sports speed, and Cadillac pursues luxury and comfort.

They are original and show their abilities. It is precisely because of the individualization of goods that people create reasons for buying. It is precisely because the individualization of luxury goods is very different from mass goods that it shows its noble value.

French "Lafite" wine was quite famous in14th century. At that time, it not only needed a storage period of 10 years, but also the maritime climate, sandy soil and grapes with an average age of 40 years in Bordeaux made its flavor fragrant and delicate.

A bottle of "Chateau Lafite" produced in 1787 was sold at Christie's in London 1985, and the transaction price was160,000 US dollars, making it the most expensive wine in the world. We see that luxury goods often create unique commodity forms. Personalization allows them to take the lead.