A recent study by Marshall School of Business found that luxury brands charge more for “quieter” items with subtle logo placement and discreet appeal. By examining designer handbags, high-end vehicles and men’s shoes, they were able to identify luxury-good consumer species :1) Patricians: They are wealthy consumers, low in need for status. They pay a premium for quiet goods, products that only their fellow patricians can recognize.
2) Parvenus: They’re wealthy consumers, high in need for status. They use loud luxury goods to signal to the less affluent that they are not one of them.
3) Poseurs : The people who lack the financial means to buy luxury goods, but they are highly motivated to buy counterfeit items to “emulate those who they recognize to be wealthy.
4) Proletarians : There are the ones with no drive for status consumption.
An other conclusions is that counterfeiters focus on the lower-priced, louder goods. These goods are sold to non-patricians.
http://designtaxi.com/news/32602/Study-Luxury-Brands-Charge-Less-for-Loud-Items-with-Big-Logos/
I chose this article because it really connects to my previous article about snobs and followers. This study classifies the luxury-good consumer in a different way, but we can still recognize the same pattern. We can describe patricians as snobs. We can classify parvenus in a larger extend as followers. You can also count poseurs in a limited degree to the followers, because they try to accomplish status. But I refuse to do that because they mostly buy fake goods. Proletarians do not have a drive to separate them from the followers or to follow, so there’s no criteria to decide to which group they belong.
I chose this article because it really connects to my previous article about snobs and followers. This study classifies the luxury-good consumer in a different way, but we can still recognize the same pattern. We can describe patricians as snobs. We can classify parvenus in a larger extend as followers. You can also count poseurs in a limited degree to the followers, because they try to accomplish status. But I refuse to do that because they mostly buy fake goods. Proletarians do not have a drive to separate them from the followers or to follow, so there’s no criteria to decide to which group they belong.
I really found this an inetersting article. It's noticeable that the patricians give al lot of importance at quality, whereas the parvenus find it important to boost their status with striking brand products.
BeantwoordenVerwijderenI believe that I can only agree with the former that has been mentioned by Lien and Dieter, this is indeed a nice contribution to one of the prior articles written by Dieter. And as Lien said in her commment it is indeed an interesting article to read as it somewhat assumes the role of a summary for this perspective.
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