Area General Manager, Operations of Shangri-La Dubai Message
The second stage is where the luxury consumer meets the luxury seller to buy and sell. Luxury sellers are the brand representatives or ambassadors.This meeting means more than a transaction exchange. This is the stage when the luxury consumers expect a luxury service in-line with the quality of the luxury product itself to make their dreams come true. The luxury brands spend a lot of efforts, time and capital with creativity, promotion, marketing, and communication; designers and artists spend a lot of efforts to identify the design, choose the right materials and produce the luxury product with a desirable quality and packaging; they execute the logistics including transportation, delivery, stacking, distribution, and so on. Then, time comes for the luxury service experience to sell the luxury product to luxury consumer, from person to person, after the consumers have decided on the brand and product. Lack of luxury service should not be the cause of failure after all the above efforts have been spent. The third and the final stage is the experience stage, where the luxury consumers make their dreams come true with the luxury products and the luxury products that the consumers eventually acquire become prestige for the others. Regardless of the functional quality of the product, it helps to access pleasure; it becomes a social marker and positioning in society; acquiring the luxury good alone makes the consumers happy whether they use the product or not. Then all experience shifts to loyalty.
As a conclusion, relationship between luxury and time in stages is very important and understanding this relationship greatly helps to strategize and manage the luxury business professionally.
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