From last week feedback, I was to research more on the psychological aspect of buying luxury items. I was also encourage to ask my friends and family who like luxury brands their opinion. After collecting all their answers and opinion, I have concluded that there are 3 main types of luxury consumers.
1st: Status
This type of luxury consumer buy branded because they can, and majority of the time they buy it for self indulgence/ pampered. They are usually loyal customer to the brand and buy it for investment.
2nd: Quality
This type of customers buy branded because they trust and believe that the quality of branded goods could not compared to others and is very genuine.
3rd: Show off
This type of customers buy branded for the sole purpose of displaying their wealth, so they could get social validation from the public and their peers.
By doing this research, I further understand that branding is not just the physical things such as visual, but also the whole idea of it such as the culture of luxury brand. Therefore, they buy luxury brands not just for the sole purpose of having the logo on the products, but they are also indirectly buying all those intangible things such as their ego and pride.
Placard Ideas:
1. This design is inspired by the certificate of validation card that was usually given when a customer purchase a luxury item (branded culture). I try to do some word play with numbers for example spelling out ATTENTION with numbers.
2. Inspired by the concept I have shown last week, the price tag to symbolizes people buy it for the label. Moreover, the information on it shows the real reasons the consumer buy it. For example, they buy branded items to boost their social status and etc..
Other sketches and ideas:
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