DeJargonised – Luxury Marketing Primer – Learn With InsideIIM & MISB Bocconi

Luxury Marketing – Introduction To Luxury Marketing – The World’s Greatest Dish

 

What is the true meaning of Luxury? A casual google search will suggest that it is “a state of great comfort or elegance, especially when involving great expense”. However, Luxury and Luxury Marketing goes beyond that. In this video, and five more after this, Managing Director of MISB – Alessandro Giuliani, explains what constitutes luxury by taking instances of some of the most luxurious products known to the mankind. The first one up is ‘The World’s Greatest Dish. Watch the above video to know more!

Luxury Marketing – Luxury Is Timeless – Patek Philippe’s Minute Repeater

In this second video, Alessandro Giuliani, Managing Director of MISB, explains the first constituent of Luxury – It is Timeless. Fashion changes with every season. But luxury? Never. One such example is that of Patek Philippe’s Minute Repeater. Even though the classical watches are a thing of the past, this particular brand of watch is coveted by watch lovers and collectors, alike. Watch the above video to know why!

Luxury Marketing – Luxury Is Linked To Heritage – The Beauty Of A Single Malt Scotch

In this third video, Alessandro Giuliani, Managing Director of MISB, explains yet another constituent of Luxury – It is linked to heritage, culture and know-how. The Black Bowmore Scotch Whiskey was aged for 30 years before its release in 1994. At that time, it went on sale for $110 per bottle. Now, it goes at auction for $7000 easily. Watch the above video to know how it is made and what makes it so special!

Luxury Marketing – Luxury Is A Social Marker – The Maharaja And His Rolls Royce

Luxury is a social marker. It makes the owner of the luxurious product feel privileged. Wouldn’t you feel privileged to own a Rolls Royce? In this video, Alessandro Giuliani, Managing Director of MISB Bocconi, describes how luxury is for a very specific clientele. Are you royalty enough to own a Rolls Royce? Watch the above video to know more!

Luxury Marketing – Luxury Offers Personalized Services – The Tall Man At Taj

Luxury is about receiving personalised services. Ask the tall man at Taj. At the end of the day, Luxury is barely about the ostentatious show of money. It’s not the about possessing fanciest, biggest, shiniest, blingy products. Those are for pretenders who are all about show off. In this video, Alessandro Giuliani, Managing Director of MISB Bocconi, explains the importance of personalization when it comes to offering luxury with an instance of the tall man at Taj. Watch the above video to know more!

 

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