Co-Creation in marketing luxury Brands...

Blog posting from Fruitful: Strategies for Social Good

Co-creation in luxury brands?

I've been thinking about the concept of co-creation as it relates to upscale/luxury hotels. There is certainly a macro-trend from Experience Economy (ie. here is the experience we're creating for you) to Participation Economy (ie. here is the space in which you can participate to create your experience.) It's happening mostly on the web, and it's also creeping into actual customer experiences (think Linux, Lego Factory, Apple retail stores, self-service hotels, etc.) yet there's an interesting challenge when it comes to luxury brands: customers are on vacation from work, and they're paying good money to have someone else create an experience for them. I'd be interested in your ideas on how to bring cocreation to life within a luxury brand setting... thoughts?
Posted at 08:55 AM Permalink

My Response:

When I read this article about co-creation, it sort of spoke to my goal in lifestyle marketing. I believe people are willing to pay top dollar for an experience, service or product that they believe is a true extension of their self. So, when I pitch to a prospective clients I ask about their current status, but I often speak to what my services can help them become, not who they are now. It's not new, but it works. Luxury is a lifestyle choice. The beauty of a privileged lifestyle is the number of options available and the ability to choose the best one.

So, when I market a product or plan events I share with my clients that the party, the service and the offerings must fit their clientele like a glove. Guests cannot be afraid to be seen there, in fact, they have to feel as though they deserve to be there and having arrived it is something they would like to experience again and again.

In luxury brands, the idea of co-creation is the ability to choose from many. It is the choices made by each guest or each consumer of the luxury brand that truly reflects the idea of co-creation. However, your job does not end there, because the ability to choose must also be met with the highest level of service, a price that reflects the selected option and the ability to make their part appear effortless.

Co-Creation and Luxury are inseparable.