Saturday, 28 April 2018



Selfridges have been seeking the meaning of luxury today and what it could mean in the future. Their new "Radical Luxury" campaign, consisting of a short film, social media promotion and in-store merchandising explores this concept. The film, produced by Nobert Schoemer, takes inspiration from surrealist artists and will be aired in cinemas across the country. 

The campaign is innovative and is a high culture promotional tool requiring the audience to think deeply about the meaning behind it. They would have to have a great cultural understanding to relate the film to surrealist artists such as Dali as well. This targeting of consumer will work well for Selfridges and also makes sense as an approach as the whole campaign is focused on luxury. However, with eye catching, bold visuals the campaign should also be fairly accessible to other consumer groups too. I think this makes the campaign quite innovative as it doesn't offer straight forward communication to consumers. This means they will spend more time considering the campaign and therefore be thinking about the brand longer.

 "Luxury is about roughness instead of perfection. Luxury is about the controlled and uncontrolled. To me, luxury is the difference between recorded and live music." - Fashion Designer, Yang Li

According to Selfridges, luxury is and involves:

TransientSomething luxurious can be a sudden and euphoric moment in time which we should recognise and remember but often don't.

One of a Kind - We are overloaded with choice and information so it is the one of a kind things that now describe the meaning of luxury.

Time - Luxury celebrates the richness and wisdom that only time and age can bring.

Transformative It can effect how people feel momentarily or the course of someones life altogether.



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