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What Is Luxury in 2016?

By
Services for Real Estate Pros with Napa Consultants DRE00893924

coffeecup

As the economy goes through its machinations and new generations become affluent consumers attitudes about luxury change.  That is why, every so often, on the Language of Luxury, we take a fresh look at the meaning of luxury. 

 

At Starbucks, you can buy a cup of coffee for $2.00 (smallest size). Or you can (at some locations) request that they use their The Clover® Brewing System made with their “reserve”, beans (e.g., Ethiopian) for $4.00 for the same size cup. 

 

The Clover® Brewing System prepares a single cup of coffee, made-to-order, that is unlike anything you have ever tasted. We were extremely impressed by the wonderful aroma and flavorful nuances of the coffee that we tried with this method. If you are a coffee connoisseur this is a must experience!

 

To understand luxury in 2016, we pose this question:  Why would someone pay double or even triple the price for the same amount of coffee? The same size cup at McDonalds costs $1.39?  Factor out whether or not you can afford the most expensive cup of coffee and the answer becomes clearer.

 

For 81 cents more you can enjoy the atmosphere in Starbucks that you cannot find at a McDonalds fast food restaurant. For some that atmosphere is a luxury. Aesthetics and an upscale environment can be the deciding factor.

 

For those willing to indulge themselves in an elevated olfactory and gustatory experience, at double the price, this delectable Clover coffee sensation is well worth it.  Once you have had this experience it may be hard to go back to coffee brewed using other methods.

 

Affordability often clouds one’s assessment of the essence of luxury. Starbucks has built an empire on the concept of “small indulgences” because luxury is relevant and not entirely out of reach for many consumers.

 

Luxury can be a rarified atmosphere or an indulgence of the senses both of which can had for a premium.  But, you can also take a quiet walk in nature right after it rains. Listen to the sounds of a babbling brook, smell the fresh clean air and taste the wild strawberries.  That luxury is free!

 

Written by Ron & Alexandra Seigel- 

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.

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Comments (30)

Robert Bob Gilbert
Berkshire Hathaway HomeServices Anderson Properties - Katy, TX
Your Katy TX ( West of Houston) Real Estate Expert

Alexandra, good question to pose as to what is considered luxury in 2016. Starbucks example is an excellent one. My step-son Peter (oldest )is a coffee snob. He bought us a special brewing system for a present. The coffee is wonderful but takes more time than using the Keurig . Many folks indulge in the luxury they can afford to experience. Many times luxury homes in each market maybe out of reach ( definitely are) for most folks. What is a luxury home in Katy is certainly not the same animal as in LA,or anywhere along the coast in CA. We all need to figure out what is luxury in our own location.. Good post.. 

Mar 08, 2016 04:53 AM
Gary L. Waters Broker Associate, Bucci Realty
Bucci Realty, Inc. - Melbourne, FL
Eighteen Years Experience in Brevard County

Excellent point.  I may give Starbucks a try.  To me, I am a simple guy, luxury to me is that which is both comfortable.  Sometimes it is even affordable.

Mar 08, 2016 05:07 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Gary L. Waters, Broker Owner, Waters Realty of Brevard, LLC thanks for your comment, and we once asked that question in a talk we gave, and someone answered, "a comfortable pair of shoes!"  We each have our own definition and price is not necessary the answer.  A

Mar 08, 2016 05:11 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Robert (Bob) Gilbert funny enough, the WSJ had an article about "how long are you willing to wait for a cup of coffee?"  Most folks interviewed were willing to wait 4-5 minutes.  Speaking of Texas, luxury is very different in TX than it is in NY, and CA is not the same as NY or parts of Florida.  A

Mar 08, 2016 05:14 AM
Dick Greenberg
New Paradigm Partners LLC - Fort Collins, CO
Northern Colorado Residential Real Estate

Hi Ron & Alexandra - Very engaging thoughts about the nature of luxury. Personally, I find my own definition changing - with affluence, things that were once a luxury are now a necessity. And I'm going to have to hunt down a Starbucks with the Clover system - thanks for the heads up.

Mar 08, 2016 07:45 AM
Anna "Banana" Kruchten
HomeSmart Real Estate - Phoenix, AZ
602-380-4886

I'm happy to say I agree - the clover machine (or whatever it's called) puts out amazing flavor! I just happened to try it several months ago and it's no going back now....yum! As for M&D's coffee.....no thanks!

Mar 08, 2016 09:06 AM
Kathy Streib
Cypress, TX
Home Stager/Redesign

Well good grief... now I have to search for that Clover system!!  Once we bought our Jura Capresso machine, we were hooked on how good coffee could be. 

Mar 08, 2016 10:11 AM
Roy Kelley
Retired - Gaithersburg, MD

I am happy with the McDonalds coffee. If I want more atmosphere, I can take a walk through the neighborhood.

Mar 08, 2016 10:41 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Anna Banana Kruchten  we had heard about Clover in Utah.  Apparently it was originally developed in Utah in a tiny coffee shop/roaster, and Starbucks bought it patent and all.  We were stunned when we tried in in October in Park Meadows Denver.  It gave a whole new meaning to coffee.  A

Mar 08, 2016 12:13 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Kathy Streib I love our Nespresso, and I have a cup every morning.  Now, when we are out of town or even in town and in need of a good cup, I know where to go.  Prior to the Clover, we would not even walk into a Starbucks, choosing Pete's in airports and on the road..,A

Mar 08, 2016 12:15 PM
Endre Barath, Jr.
Berkshire Hathaway HomeServices California Properties - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

By now Alexandra you know I am a Champagne, Wine and Food snob for starters... in case you did not guess I am a coffee snob too:))) I have not had the Green Monsters in at least six to seven years probably longer all  due to quality or the there lack of.... I drive three to five miles out of my way to drink good coffee....Intelligentsia in Venice, Silver Lake or  Cognocenti Coffee in Culver City to name a few and based on your recommendation I will give the Green Monster one more chance... if it is chain coffee I rather go to  Pete's.. Endre

Mar 08, 2016 02:33 PM
Joe Petrowsky
Mortgage Consultant, Right Trac Financial Group, Inc. NMLS # 2709 - Manchester, CT
Your Mortgage Consultant for Life

Good morning A & R. You mention anything coffee related, it will get Gail's attention, she knows good coffee.

Mar 08, 2016 06:39 PM
James Dray
Fathom Realty - Bentonville, AR

Good morning A.  I've been to Starbucks maybe 3-4 times.  I find their brew is strong for me.  I haven't tried any of their higher end brews, however I may based on this post.  

Mar 08, 2016 07:17 PM
Sharon Tara
Sharon Tara Transformations - Portsmouth, NH
Retired New Hampshire Home Stager

Sometimes the difference in quality is well worth the higher price. Sometimes people just like paying more to feel like they are getting something special....when there is very little difference at all.

Mar 08, 2016 09:50 PM
Michael Jacobs
Pasadena, CA
Pasadena And Southern California 818.516.4393

Hi Alexandra and Ron --- even McDonald's is testing a new upscale appearance(and experience) in some of their restaurants.  When it comes to luxury, smart retailers and marketers need to be always "upping their game".

Mar 08, 2016 10:49 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Endre Barath, Jr. it is obvious we run parallel lives, and we always go to Pete's in an airport, and our favorite is Green's coffee which is organic and locally roasted, and we love the way Sides in Los Olivos makes it...so make sure the green monster has the Clover machine...we were desperate in Denver.  but it turned out well.  A

Mar 08, 2016 11:36 PM
Evelyn Johnston
Friends & Neighbors Real Estate - Elkhart, IN
The People You Know, Like and Trust!

I am looking forward to finding a Clover in our market, somewhere...sounds irresistible!

Mar 09, 2016 06:49 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Evelyn Johnston I hope you do.  We were near a Barnes & Noble today, so we walked in hoping for one, and they did not have it..A

Mar 09, 2016 07:45 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Michael Jacobs I did not know that McDonald's was doing that.  It will be interesting to see what happens.  A

Mar 09, 2016 07:46 AM
Sally K. & David L. Hanson
EXP Realty 414-525-0563 - Brookfield, WI
WI Real Estate Agents - Luxury - Divorce

The Clover method is what Meile already did in the coffee station we have

plumebd into our kitchen...one cup at a time with the strength, ingredients in some cases and temperature for each cup individually determined...and in the comfort of whatever room we choose...everything else becomes brown water.

Mar 09, 2016 08:19 PM