Luxury verbatims demonstrate a longing for rare moments

- At any rate, language as practised by humans is confusing at best, completely self-defeating at worst. I indulge in this luxury of writing, despite the difficulties that arise as a result, because I eschew all forms of actual exertion 

– It's a beautiful day, so what do I do with it? I sit on my porch, drink beer, and watch the baby bunnies eat grass. Oh, and piss around on Myspace because I have the time…I can't complain because I know several women who would kill for my luxury of freedom right now. I'm indulging!

– Ok, so there's 5 star resorts like Ritz Carlton and then there's St. Regis @ Monarch Beach in Dana Point. This is where I spent my birthday. St. Regis was voted as one of the top ten nicest luxury resorts in the WORLD. This is the kind of place where you walk inside and your jaw drops.

– We indulged our senses at my favorite luxury grocery store, where we enjoyed the yummiest bakery pretzel and bit cream cheese spread, we checked out the latest craft books at one of my favorite luxury bookstores, we laughed as we got lost in a bad part of town…

What to Watch for
Keep a close watch on the irony of consumption. The more luxury grows, the more the demand will increase for more practical virtues. Purchases will likely be made by the same consumer.

Forces at Work
• blandness of bourgeoisie
• craving for the essence of things
• sensory overload
• cry for innovation
• need for provenance
• substance over style
• experiential sensations
• artiste works
• craftsmen skills
• surprise

Personas to plan by
The luxury of the ‘80s began with exclusivity. As you gained wealth, you could attain its merits. And then an era of aspirationals was born, driving designers to capitalise on the emerging buying power by unravelling brands into licensed goods and bridge lines. Luxury brand names became ubiquitous, and a single standard of what was “in” or “out” evolved. Once a standard sets in, originality and exclusivity are lost. Think of all those Gen Yers growing up in McMansions. What we see now emerging as Gen Yers are maturing, are fractured expectations for luxury.

The Purists
The Purists are those who define luxury by exclusivity and the closeness of their relationship to the brand. They understand the process by which an object is crafted. They'll wait for what they deem is perfection. They are respectful of the icons of traditional luxury; however, they do seek more contemporary themes and ideas. Customisation is key. Think of Ivanka Trump, who continues her father's preference for black Brioni suits, as well as her own penchant for Carolina Herrera and Oscar de la Renta. For her, however, it's less about the name than the fit.

Who's targeting them already?
Last year, the New York Times reported Celerie Kemble as one of the most visible of a new wave of interior designers, all women in their 30s with pedigrees, a talent for clothes and parties, and lists of glittering clients just as young and well-heeled as they are. While Sister Parish, still a touchstone of the society interior, presented the decorator as autocrat, or at least headmistress, these young women seem more like pals than stern domestic arbiters. For their clients, they are the fun, stylish alpha girls they went to school with – who just happen to have Treos full of upholsterers, decorative painters and high-end carpenters, and maybe, as in Kemble's case, furniture lines of their own.

The Guilted Lilies
The Guilted Lilies are trust-fund kiddies who can well-afford luxury items, but are not content with a life of leisure. For them, luxury requires a depth of experience beyond a brand logo. They want stories of involvement behind their brands. These are the consumers buying into Stella McCartney's no-leather policy. They'll also mix in lower brands with a mission like American Apparel. And they might get involved themselves. Consider Georgina Bloomberg, daughter of New York City Mayor Michael Bloomberg, and her launch of The Rider's Closet, a programme to help collect riders' used show clothes and equipment to donate to intercollegiate riding programmes.

Who's targeting them already?
For those Guilted Lilies with eco-leanings, in 2002, the billionaire commodities trader Paul Tudor Jones embarked upon one of the most ambitious conservation projects in Africa when he leased 340,000 acres of Tanzania's western Serengeti—along with every wildebeest, zebra and gazelle within its borders. Since then, two lavish lodges and a tented camp, under the design and management of South Africa's pioneering Singita tourism group, have opened in the eco-reserve, offering 54 guests 21st-century service in a sumptuous bush-chic setting. Beginning late 2007, a mobile wilderness safari experience will also be offered on the grounds.

The Passport Posse
The Passport Posse are those who migrate from city to city, doing stints abroad and back. They absorb the cultures that they connect with while building a knowledge base of international brands. They combine these brands to create their own personal identity. Technology is the mainstay of their communications, allowing them to quickly spread their acquired taste. For them, luxury is a hybrid of personal acquisitions and accomplishments. Think heiress and international model Lydia Hearst. Lydia has begun to design handbags via a creative partnership with Puma to create the limited edition PUMA: Lydia Bag.

Who's targeting them already?
Italian jetsetter Lapo Elkann's carbon fibre shades priced at over $1K are at the pinnacle of the market in designer shades. Made of one of the world's most advanced and expensive materials, they are extravagance taken to excess, something their creator knows all about. Two years ago, Mr Elkann, 29-year-old scion of the car giant Fiat and grandson of the late Gianni Agnelli, was found in a coma after a drug overdose. Each pair takes eight hours of handwork and 47 layers of carbon. Barneys New York has acquired the line called Italia Independent, also known as “i-i” and pronounced “eye-eye”.

Brand New Heavies
The Brand New Heavies are those consumers with newfound wealth – who judge luxury by its price tag. These are the last bastions of the logo frenzy and conspicuous consumption. They buy into the traditional luxury badges like Louis Vuitton. They are likely to be entrepreneurs emerging from hotbeds like Russia, China and India. They are following a code they believe leads to continued success, and they dress to impress.

Who's targeting them already?
Probably most of you are familiar with Vertu, a subsidiary of Nokia that produces luxury mobile phones. The “economic” version of their mobile phones start selling at $4,000 a pop. In some cases, however, the price can reach hundreds of thousands of dollars, like the limited edition (only 34 mobile phones will be produced) of the Boucheron phones which can cost as much as $300,000. Most handsets present finishes in gold or platinum, featuring a sapphire-crystal screen and ruby bearings. Vertu just landed in India to present a new line called “Signature Diamonds”, which will sell for $50,000 each. And there's also the Geneva-based GoldVish known for its diamond-encrusted mobile phones valued at over 1 million dollars.

© scenarioDNA 2007