Specialized Goods, Affordable Luxury and Informed Customers
Yup, quite a title. I've been inactive over the past few months in terms of writing down my thoughts mostly because I wanted to take a step back and see the picture at large. New perspectives, if I may. Few friends suggested that I broaden my approach rather than look at things from the typical Indian middle class eyes. But, it so happens that we become our surroundings very soon and it's hard to get out of that zone to start seeing things differently. So here's another write up which very much mimics my own self and my observations at this stage of my life.
I heard somewhere that the Swiss army knife was designed to be as versatile as possible to help soldiers survive calamities and work as a tool during times of crisis. It was a time when engineering did not mean compromise, but build the best possible without thinking much about how it would trickle down to a business idea. It was the ultimate all in one pocket able gadget a soldier needed to survive the ordeal. Fast forward to the present day and we see a completely different approach. We have companies that are trying to cash in on every single item you dare to spend on or consider buying. So the Swiss army knife is a commodity that comes with various tools, price points, colors and even a ton of fakes. Before you start ranting, I would like to make it clear that I'm all in for overlap of cutting edge technology with consumerism. What I loathe on the other hand is companies coming up with products that cater to just one need. For instance, that shoe you recently bought after looking for deals, choice, etc., is good only for a wear or two; after which it's passe. Though you need not be the 'in' types to stay ahead in the fashion curve, the product is not designed to last and soon you realize those new jeans don't gel all that well with them. The same can be applied to products we use everyday. Soaps, toothpaste; one for gums, one for sensitivity, one for fresh breath, one for it's herbal quotient, the list goes on! I hope you the get the drift when I say specialized products. Naturally, the more money you spend, the more you enter the niche where you can use them for little more that one purpose. The utility is definitely not there. Hard to find a Swiss army knife these days.
This brings me on to the second part of the title. These notions of buying into new things was not existent in the years that have gone by. Companies are looking at creating aspirational products at affordable prices. Rolls Royce is tailoring cars for emerging markets, so are Mercedes, BMW and Audi. Products for the newly rich. Those who are willing to spend that extra on an aspirational product but make do with normal lifestyle. The luxury market is growing at unprecedented rates over the past few years. It was mostly here that it mattered a lot of what we wear, use and buy into. The average Joe did just fine without all the white noise associated with aspiration. Big brands now boldly display 'SALE' boards as if shops were meant for something else. They are conditioning the minds of people to spend on goods they don't really need while creating different categories of customers.
What categories of customers you ask? Let me explain. There are now so many products marketed and sold in so many different ways that there are enthusiasts, hobbyists, collectors, semi-pros, pro-consumers, noobs, forums, support groups for everything. Heck, I guess there is a support group for support groups themselves! When you walk into a store now, despite considering all that I have put up earlier, the sales guy knows you're more informed via various sources either on the internet or word of mouth. Which means, you're border lining on the informed customer category. It definitely has it's merits; but the plethora of categories I mentioned earlier are ready to trash your recent purchase for which you might have saved up for a long time. Reflect on this, 'Hey I bought a new car. It has this feature and the engine is awesome. So is the service etc etc.,' The genius at the end says, 'Dude you should've bought the other one. It has better feature, better mileage, better everything. You made a fool of yourself. Hahaha!'
Sounds familiar doesn't it? So even before you consider buying anything, there is so much to think about these days. Information on tap has it's own merits but sometimes ignorance is bliss. Each is entitled to his/her opinion, but trying to look down upon others' decision is just plain wrong. I know you're browsing through some online sites on other tabs as you read this! Jaago grahak jaago, but leave others at peace. It applies to both companies and individuals.
I heard somewhere that the Swiss army knife was designed to be as versatile as possible to help soldiers survive calamities and work as a tool during times of crisis. It was a time when engineering did not mean compromise, but build the best possible without thinking much about how it would trickle down to a business idea. It was the ultimate all in one pocket able gadget a soldier needed to survive the ordeal. Fast forward to the present day and we see a completely different approach. We have companies that are trying to cash in on every single item you dare to spend on or consider buying. So the Swiss army knife is a commodity that comes with various tools, price points, colors and even a ton of fakes. Before you start ranting, I would like to make it clear that I'm all in for overlap of cutting edge technology with consumerism. What I loathe on the other hand is companies coming up with products that cater to just one need. For instance, that shoe you recently bought after looking for deals, choice, etc., is good only for a wear or two; after which it's passe. Though you need not be the 'in' types to stay ahead in the fashion curve, the product is not designed to last and soon you realize those new jeans don't gel all that well with them. The same can be applied to products we use everyday. Soaps, toothpaste; one for gums, one for sensitivity, one for fresh breath, one for it's herbal quotient, the list goes on! I hope you the get the drift when I say specialized products. Naturally, the more money you spend, the more you enter the niche where you can use them for little more that one purpose. The utility is definitely not there. Hard to find a Swiss army knife these days.
This brings me on to the second part of the title. These notions of buying into new things was not existent in the years that have gone by. Companies are looking at creating aspirational products at affordable prices. Rolls Royce is tailoring cars for emerging markets, so are Mercedes, BMW and Audi. Products for the newly rich. Those who are willing to spend that extra on an aspirational product but make do with normal lifestyle. The luxury market is growing at unprecedented rates over the past few years. It was mostly here that it mattered a lot of what we wear, use and buy into. The average Joe did just fine without all the white noise associated with aspiration. Big brands now boldly display 'SALE' boards as if shops were meant for something else. They are conditioning the minds of people to spend on goods they don't really need while creating different categories of customers.
What categories of customers you ask? Let me explain. There are now so many products marketed and sold in so many different ways that there are enthusiasts, hobbyists, collectors, semi-pros, pro-consumers, noobs, forums, support groups for everything. Heck, I guess there is a support group for support groups themselves! When you walk into a store now, despite considering all that I have put up earlier, the sales guy knows you're more informed via various sources either on the internet or word of mouth. Which means, you're border lining on the informed customer category. It definitely has it's merits; but the plethora of categories I mentioned earlier are ready to trash your recent purchase for which you might have saved up for a long time. Reflect on this, 'Hey I bought a new car. It has this feature and the engine is awesome. So is the service etc etc.,' The genius at the end says, 'Dude you should've bought the other one. It has better feature, better mileage, better everything. You made a fool of yourself. Hahaha!'
Sounds familiar doesn't it? So even before you consider buying anything, there is so much to think about these days. Information on tap has it's own merits but sometimes ignorance is bliss. Each is entitled to his/her opinion, but trying to look down upon others' decision is just plain wrong. I know you're browsing through some online sites on other tabs as you read this! Jaago grahak jaago, but leave others at peace. It applies to both companies and individuals.
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