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Andrew Sacks
By: Andrew Sacks
Beware the word 'Luxury'... There are some words that simply get worn out. Like anything else, there is a natural lifecycle to language. To me, the word Luxury is the grand offender of the last several years.
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Luxury has become a word that simply does not resonate. Even worse, it is now a descriptor that is highly suspicious to the very people to whom it is designed to appeal - namely the Super-Affluent.
If you market to the world's most discerning, wealthy and naturally sceptical consumers, please stop using that no-no word Luxury. I can tell you straight out, Luxury as a marketing word just does not work.
Need proof? Remember so-called Gourmet dining? I do not know about you, but I for one am not eating at that restaurant any longer. I'll be the one to decide what constitutes fine dining.
Unfortunately, in its overuse the word Luxury has been hijacked by providers of merely "premium" products and services. If a product or service is slightly better than its competitive set, its makers, in an effort to add cachet, will often employ the Luxury moniker to distinguish their brand further.
Overuse of Luxury unfortunately abounds in the travel world. To have real success with the true Luxury consumer, I suggest defining the experience itself rather than putting words in the customer's mouth.
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THE AUTHORAndrew Sacks is President and Owner of AGENCYSACKS, a full-service advertising and marketing agency in Manhattan that specializes in marketing to the super-affluent. Clients include Cartier, The Leading Hotels of the World, The
Peninsula Hotels, Rosewood Hotels & Resorts and many other internationally- recognized brands.
Andrew Sacks
President/Owner, AGENCYSACKS, NY, USA
www.agencysacks.com
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