What does a world of shrinking scarcity mean for the future of status and high-end shopping among the superrich?
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Sometimes the value of an item is tied to the item itself: the rarity of the gems, the uniqueness of the silk. But sometimes the value of an item comes from the circumstances around its creation and/or acquisition: from the story that surrounds the object or experience.
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Luxury is rooted in rarity. As "luxury" goods become mass products, people are turning towards unique, non-reproducable experiences to fulfill a desire for the rare.
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Conviviality takes multiple forms and expressions when people come together. As a creator of conviviality it is crucial for Pernod Ricard to remain a relevant and key enabler of these convivial moments.
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Conventional wisdom on marketing preaches clear, simple messaging that is directed at a large audience and is accessible to as many people as possible. However, if you want to position a product as premium, you need to use more complex messaging that will demand more of the consumer.
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Authenticity has always been an important criterion for premium products. Naturally you would put a higher value on Parmesan cheese made in Parma than if it was made in Detroit.
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