Despite confusions, researchers across all disciplines share a basic

understanding of luxury. To begin with, luxury is defined as something that is

more than necessary
In contrast to necessity, some authors also characterize luxury by nonnecessity and superfluity
The distinction between necessity and luxury is based on the availability or
exclusivity of resources. While necessities are possessed by virtually
everyone, luxuries are available exclusively to only a few people or at least
only on rare occasions
Exclusivity has always been connected to luxury brands. But from the consumers
perspective the definition of exclusivity goes through an evolution. At the early stage, having
the ability or affluence to own a luxury brand desirable and recognizable by everyone is
exclusivity.
It is a means by which consumers assert themselves - whether it is to fit-in or simply to make a
statement.
As the consumer moves on and with more people joining the ownership circle, just owning
a recognizable symbol is not enough the new need to differentiate sets in to further
confirm their social status and to stand-out among the equals. The source of exclusivity,
then, can manifest in form of acquiring limited editions or something with extraordinary
product capabilities or rare materials, craftsmanship; it can also be driven by brands
distinctive personality or simply the knowledge of the brand legacy. One can also observe
that people who seek differentiation tend to have larger repertoire of luxury brands, have a
choice of not-so-common luxury brands, have a definitive reason for their choice and
sometime even prefer to stick to specialist brands.
THE 8 PS PILLARS OF LUXURY BRAND MARKETING:
PERFORMANCE:
Performance refers to the delivery of superior experience of a luxury brand at two levels first,
at a product level and second, at an experiential level.
At a product level, fundamentally it must satisfy the functional and utilitarian characteristic
as well as deliver on its practical physical attributes a recipe of quality or design excellence
ingredients like craftsmanship, precision, materials, high quality, unique design,
extraordinary product capabilities, technology & innovation.
For example: Omega Speedmaster Chronograph the moon watch:
Selection by NASA, a walk in space in 1965 and since 1969 six mission to the moon is what makes this
series with extraordinary capabilities. After it became a life-saving instrument during the Apollo 13
mission, the Speedmaster went on to become a symbol of peace, as both American & Soviet astronauts
wore it in the first joint space-mission during the cold war. It never left the Space Program as it still
the only watch certified by NASA for all EVAs (Extra-Vehicular Activities).

A luxury brand must perform at an experiential level as well, i.e. the emotional value of the
brand the consumers buy into beyond what the product is to what it represents. For
example: Rolex stands of symbol of heroic achievement & Tiffany is a symbol of love and
beauty.

PEDIGREE:
Many luxury brands have a rich pedigree and extraordinary history that turn in to an inseparable
part of the brands mystique. This mystique is generally built around the exceptional legendary
founder character of the past, making up an integral part of the brand story and brand
personality. So, when consumers buy say a Cartier or a Chanel product - it is not only because of
the product performance factor, but subconsciously they are also influenced by the brands rich
lineage, heritage and the years of mastery.

Coco Chanel started her business in

1913 and within a few decades,
became a revolutionary couturier.

Karl Lagerfeld took the helm in the

1980s and has been modernizing the
brand ever since.

With Chanel Coco Mademoiselle

campaigns in 1981, 2008, 2009 & the
recent 2011, Chanel has continuously
leveraged its pedigree / brand
mystique.

Price

Rs.25,000 to 30,000, some going up to Rs.15 lakh.

PRODUCT
Ganjam has revisited Le Jardin, a collection inspired by the
delicate beauty of nature. Previously, the collection comprised a
combination of pink, white and gold in simpler silhouettes, but
since its neo-classical makeover, it packs a more colourful
punch. Petals dazzle with pink sapphires, set in 18ct pink and
yellow gold, accented with vivid purple amethysts and lustrous
white pearls. From a Y-shaped necklace and large cocktail ring
to elaborate earrings and chunkier wrist wear, the mood is

extremely feminine - an embodiment of the grandeur and

richness of an Indian garden.
"The Le Jardin collection was initially created with a fresh
spring palette of pink and white," says Ms Arunima Bhaumik,
Head of Design at Ganjam. "Recently we revisited the collection
and wanted to add a freshness to it. The idea was to keep the
existing feel of the collection - feminine and soft - but add a new
dimension. This we did by introducing purple amethysts to the
pink and gold and diamonds. The purple plays off the soft pink
and adds a point of contrast within each piece."

Ganjam's new Le Jardin jewellery

collection
Text by Preeta Agarwal
Adored by Indian royalty, Ganjam has long been regarded one
of the country's leading luxury jewellers. With stores in India's
finest luxury hubs and a flagship showroom on Infantry Road in
Bangalore, the brand is well known for both its contemporary
collections and exquisite classical south Indian jewellery,
focusing on fashionable designs and high standards of
craftsmanship using only the finest quality 'f' colour VVS
diamonds.
Following the launch of its Nizam collection last year, Ganjam
has revisited Le Jardin, a collection inspired by the delicate
beauty of nature. Previously, the collection comprised a
combination of pink, white and gold in simpler silhouettes, but
since its neo-classical makeover, it packs a more colourful
punch. Petals dazzle with pink sapphires, set in 18ct pink and
yellow gold, accented with vivid purple amethysts and lustrous
white pearls. From a Y-shaped necklace and large cocktail ring
to elaborate earrings and chunkier wrist wear, the mood is
extremely feminine - an embodiment of the grandeur and
richness of an Indian garden.
"The Le Jardin collection was initially created with a fresh
spring palette of pink and white," says Ms Arunima Bhaumik,
Head of Design at Ganjam. "Recently we revisited the collection
and wanted to add a freshness to it. The idea was to keep the

existing feel of the collection - feminine and soft - but add a new
dimension. This we did by introducing purple amethysts to the
pink and gold and diamonds. The purple plays off the soft pink
and adds a point of contrast within each piece."

With the upsurge of the foreign players entry into India

the branded diamond jewellery is getting established and
is making its own identity in the market, creating a move
from lower to medium range of product-line, i.e., daily
wear or light weight jewellery. Considering increased
competition as a result of entry of large number of
foreign players in luxury jewellery retail, domestic
brands are also converting and upgrading them from the
mass to class luxury retail.