Do you consider yourself to be in the Partricians, Parvenus, Poseur’s or Proletarian’s? A recent study published in the latest issue of Journal of Marketing, divides these four categories to explain the four types of luxury consumers. The study shows the debate between the conspicuous vs the loud consumer, and we can see resemblance between Giorgio Armani versus Roberto Cavalli when making an analogy of the brands that suit both the Patricians and Parvenus.
What is interesting is that the study clearly details that the Patricians opt for more subtle designs in luxury goods, whilst the Parvenus choose the more vibrant ‘look at me’ designer goods. While the counterfeiters are the main people targeting these ‘loud’ luxury goods to turn them into fakes, the Poseur’s are lapping these cheaper knock off goods.
So when it comes to buying into loud and obvious luxury branding, the Parvenus in Australian terms are simply ‘cashed up bogans.'
Image credit: louisvuitton.com
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