Luxury brand strategies in an era marked by the “invisible product”

Chanel is one of the absolute symbols of the world luxury market. The brand founded in the early twentieth century knew how to reinvent itself and adapt to new times, always understanding and anticipating the demands of its audience. To get an idea of ​​the relevance of the brand in the world fashion scene, during the 1930s, in just one year, the brand created by Coco Chanel had a total sales of over 28 thousand pieces.

Looking at this amount, one certainty is evident: the upscale market has changed a lot in recent years. Today, there is a time of instability in many nations, which makes economic development much less rapid. In addition, market innovations and new consumer demands, in particular sustainability issues, have directly impacted the market, which seeks to adapt to growing and systematic news.

It is therefore no exaggeration to say that only brands that understand the profound changes the luxury market is going through will succeed today and in the future. And one of the main changes is the perception that although it is physical and tangible, most products linked to the high-end segment have become “invisible”.

The idea of ​​an invisible product, very well approached by Gabriela Fernandez in a text published on the Meio & Message portal, highlights the fact that brands have already realized, or should have realized, that “a product alone may not solve the need Consumer Because today the search is for new experiences ”.

The notion that desire is not restricted to the luxury product, whether it is a car, a purse or a jewel, and is increasingly linked to the experiences in the buying process has changed the market. Consumers, especially the millennial generation, stopped using a product and started experiencing their favorite brand, corroborating their ideas and using the right to criticize whenever they deem it necessary.

These experiences are directly associated with the services and especially the excellence of the services offered. A product is no longer seen only as the end result on shelf display. It is the sum of all the stages involved in its production before, during and also after the act of purchase, enhancing the idea that the apex is not the consumption, but the tangible and intangible benefits that a given product can bring. add to the consumer’s life.

Gabriela Fernandez concludes her text by stating that “before, consuming was about buying a product and putting it on the shelf. Today, the end product is invisible. ” And only organizations that can understand your physical product as something transcendent and sometimes literally invisible will continue to win over their customers and play a leading role in the marketplace around the world.