LUXURY VS PREMIUM: A CLEAR UNDERSTANDING OF THE FUNDAMENTAL DIFFERENCES, VISUAL CUES & TERRITORIES OF EXPRESSION OF LUXURY & PREMIUM SEGMENTS
As Premium brands reach further and further into the much-envied status of Luxury, the boundaries of the two distinct segments are increasingly blurred. Our experts have developed the LUXURY VS PREMIUM panorama, with the mission of clearly identifying and articulating what Luxury is today. Our findings are used to better accompany brands and businesses wanting to either enter the luxury market or to reinforce their current position.
The panorama is based on a unique three-prong approach, considering marketing, semiotics, and visual analysis (analysis of shape and materials, colour registers, graphics, typography, and illustration), in order to explicitly redefine the various territories of Luxury. Through each lens, we articulate what attributes qualify the product or brand as luxury.
A UNIQUE THREE-PRONG APPROACH…
That considers Marketing + Semiotics + Visual codes to compose an in-depth and comprehensive vision.
… A COMPARATIVE ANALYSIS OF THE SUBTILITIES THAT DISTINGUISH LUXURY & PREMIUM SEGMENTS
in terms of messaging, fundamentals, territories of expression, packaging and communication cues.
… A PANORAMA OF CONSUMER TYPOLOGIES
Cultural and generational perspective with a focus on BRICS countries.
… A PANORAMA OF TRENDS IN PACKAGING
considering shape, materials, and colour. Over 20 trends identified.