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 没事找事系列：奢侈品“Made in China”，你怎么看？（转帖） |
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没事找事系列：奢侈品“Made in China”，你怎么看？（转帖） -- 安普若 - (1193 Byte) 2009-12-01 周二, 11:54 (3829 reads) |
网客JT
[博客]
头衔: 海归上校
声望: 博导
加入时间: 2008/01/11
文章: 1021
海归分: 97014
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作者：网客JT 在 海归茶馆 发贴, 来自【海归网】 http://www.haiguinet.com
我的总结： There isn't anything new under the sun -- it works like a luxury clock, each and every time 
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https://www.minyanville.com/articles/consumption-tiffany-walmart-luxury-knockoffs-advertising-vuitton/index/a/25736
Keep Up With the Joneses by Faking It
Scott Reeves DEC 03, 2009 2:40 PM
Keep Up With the Joneses by Faking It
Research shows you can fool anyone with knock-offs and a big dose of confidence.
New research suggests that it’s premature to write the obituary on conspicuous consumption. It might just have a new attitude.
A new paper from the Massachusetts Institute of Technology says that social cues -- not the lower quality of knock-off luxury goods – are the undoing of those seeking to fake their place in high society.
So, if you’re trying to create an image of wealth and social standing on a budget, it’s okay to skimp on the designer duds, spiffy handbag, or expensive watch as long as you develop a supremely confident -- almost haughty -- upscale demeanor.
“Authenticity is not necessarily a property of the product itself, but rather a property of the consumers’ connection to the product,” Renee Richardson Gosline, an assistant professor of marketing at MIT’s Sloan School of Management, told the school’s news service.
A similar tactic worked for the couple that recently crashed a White House state dinner. They got past the Secret Service and met President Obama because they looked and acted like members of the social elite.
Gosline’s research, presented in a working paper titled “Rethinking Brand Contamination: How Consumers Maintain Distinction When Symbolic Boundaries are Breached,” underscores a key marketing problem for makers of luxury goods: High quality isn’t enough. This means advertising for high-end goods must sell the aura -- the sizzle -- rather than merely plug workmanship and quality. The key for advertisers: Research subjects said they would pay twice as much for an item that conveys an image of taste and wealth.
The findings support sociologist Thorstein Veblen’s idea of “conspicuous consumption” developed in his book The Theory of the Leisure Class published in 1899. Veblen theorized that people bought luxury goods to mark their social status and set them apart from the hoi-polloi. In a consumer society, that’s known as “keeping up with the Joneses.” Gosline’s research suggests that expensive goods alone don’t define social class, and therefore aren’t enough to set those wearing designer clothes apart from the crowd.
In her research, Gosline showed 100 owners of luxury handbags stand-alone photos of the items and photos of bags held or worn by people in social settings. Without context and social cues, Gosline found most research subjects couldn’t consistently determine the authenticity of the item and the amount they were willing to pay for it declined sharply.
High-end consumers don’t cover themselves head-to-toe in goods from Louis Vuitton and Tiffany & Co. (TIF). Instead, the truly rich artfully mix luxury goods with jeans and, say, an off-the-rack shirt. This skill separates true high-end consumers from the wannabes who think an expensive brand name alone connotes social class.
Worse, people on a Walmart (WMT) budget who look to the street vendors for the latest fashions often miss an important point: Knockoffs are typically a season behind the real thing.
Knockoffs are a major problem for makers of luxury goods because there are plenty of aspiring fakers, making knockoffs a growth industry. Since 1982, worldwide sales of knockoffs -- including everything from electronics to auto parts to prescription drugs -- have grown to an estimated $600 billion from $5.5 billion, and now may constitute as much as 7% of world trade. In the US, counterfeit goods cost companies as estimated $250 billion a year, says The International Anti-counterfeiting Coalition.
Worldwide sales of luxury goods are about a $230 billion industry and sales may increase 1% next year for the first time since 2007 Bain Capital says.
Counterfeit goods risk alienating upscale buyers. Gosline says luxury retailers therefore would be smart to invite potential buyers to closed events that give them expertise in the brand that most people won’t have and can’t be acquired by simply buying a knockoff product on the street. “The brand becomes the experience rather than just a logo,” she says.
But Gosline says some buyers of fake goods move up to the real thing within two years.
If knockoffs are a stepping stone to genuine luxury goods, Veblen’s thesis may need to be updated: For status-seekers, consumption alone of luxury goods isn’t enough -- you’ve got to wear it like you mean it and not as a flashing neon sign proclaiming, “Hey, I’m rich!”
作者：网客JT 在 海归茶馆 发贴, 来自【海归网】 http://www.haiguinet.com
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