Desire as the source of financial equity in luxury with J.N. Kapferer

"Beyond Rarity: The Paths of Desire. How luxury grows but remains desirable" by Kapferer and Valette-Florence, published in April 2016, delves into the evolution of luxury and the factors that contribute to its continued desirability.

The publication explores how the concept of luxury has expanded beyond mere rarity. While exclusivity remains important, luxury is increasingly defined by factors such as craftsmanship, heritage, and storytelling. This broader definition allows luxury brands to appeal to a wider audience while retaining their allure.

Luxury brands excel at creating emotional connections with consumers. By tapping into consumers' aspirations, desires, and values, luxury brands cultivate loyalty and advocacy. The publication examines the strategies that luxury brands employ to foster emotional engagement, such as brand storytelling, immersive experiences, and personalized services.

Luxury brands must balance tradition with innovation to remain relevant in a rapidly changing world. The publication discusses how luxury brands innovate in product design, materials, and technology while staying true to their heritage and craftsmanship. Innovation not only attracts new customers but also reinforces the brand's image as a leader in luxury.

In addition to tangible products, luxury brands increasingly offer immersive experiences that cater to consumers' desire for enrichment and self-expression. From luxury travel to gastronomy to cultural events, the publication explores how luxury brands create memorable experiences that resonate with consumers on an emotional level.

The publication also addresses the growing importance of sustainability and ethics in the luxury industry. Luxury consumers are increasingly concerned about the environmental and social impact of their purchases, prompting luxury brands to adopt more sustainable practices and transparent supply chains. By aligning with consumers' values, luxury brands can enhance their desirability and long-term viability.