WHAT DOES THE LUXURY BUYER LOOK FOR IN A BRAND The intangible attached to a product
WHAT THE LUXURY BUYER WANTED IN THE PAST
A product that showed, by it self, the quality and innovative properties.
Expensive product – have what only few can have
The power to “brag”
Selfish – did not have the social conscience (how the product was made, with which material...)
WHAT THE LUXURY BUYER WANTS TODAY
Still wants quality and exclusivity Doesn’t care anymore just about the tangible product – it had to be attached to something higher – a feeling, an experience, a good action towards less proviledge people. Cares about how and with what the product is made – ecological materials, sinthetic lether or fur, frairtrade commerce.
EXEMPLES
Some companies already reached a high level of astuce in speaking to the buyer in a more emotional way. The social medias are a great way to let the public know of the choices of the company – doing the right thing and letting everybody know it.
In the next pages some exemples of succesful brands in capturing affluents as custumers
TIFFANY & CO. 
Sells more than just the engagement ring, sells the feeling, the emotion of wanting to spend the rest of the life with the loved one.
MERCEDES BENZ 
Sells the feeling of being modern and almost unreachable. Puts the driver of a Mercedes almost as a superior element.
DIOR 
Creates a feeling of glamour, as the customer made part of a separate world.
CHANEL As Dior, also creates na atmosphere that becomes a desire to the customer, full of glamour, history and luxe. Also uses romance as catch.  Use Chanel = find love. 