Selling Form, Not Just Function: What Prada Can Teach Us(iamvictorio.us) |
Selling Form, Not Just Function: What Prada Can Teach Us(iamvictorio.us) |
He puts an interesting spin on the fact that in a world of declining physical resources - increasing the intangible value of products is very valuable.
As an example, here's the google street view of their flagship store in NYC: http://goo.gl/maps/bHMZS There's no sign, and the window displays could be strange art installations just as easily as they could be retail displays: http://www.flickr.com/photos/alreadytaken/31015342/ The whole thing is reminiscent of bars that don't have signs, designed to make the consumer feel like they're "in the know" before they even enter the building.
Inside the store, the retail experience is similarly unusual: http://www.flickr.com/photos/12582419@N02/2679233658/ http://www.flickr.com/photos/scottnorsworthy/3031713197/ they have a massive space, but they display the goods more like a gallery displaying art than a retailer displaying pret-a-porter clothing.
I find top luxury brands particularly interesting because so much of the value they create is intangible, or arises from the handling of easy-to-miss details. There's a lot to learn from companies that charge multiples of typical solutions and earn devoted, passionate advocates in the process.
It's a stark contrast to the Apple Store where they chase similar aesthetic ideals but fill the stores with down to earth, friendly staff who make you feel like they're happy to have you in the store, despite being the tech equivalent of a Prada store.