نوع مقاله : ترویجی
عنوان مقاله [English]
Luxury as a highly individual and relative concept, depending on context and product categories, has several definition and classification. Luxury products -contrary to public impression- not only underlie price and higher quality, but also embody many aspects such as aesthetics, symbolism, rarity and extraordinariness. To serve the answer of a question, this paper aims to review luxury literature; from the absence of coherent conceptual base to changing meaning of luxury over time, features, classification and relativity of luxury. The purpose of this article is to explore the role of industrial
designers in luxury industry, and the way the designerly approach affects design strategies. Based on the results of this systematic review, design strategies for luxury products could characterize and propose by designers;
such as proper segmentation, survey of user lifestyle and consumption patterns, considering trends, smart designing principles, and branding utilization as a tool. Needless to say, recognizing industry trends in recent decades of complex luxury (including customizing, luxury experience, sustainability, inclination to be artistic, going online) could employ as an
efficient design strategy for luxury goods. Luxury industry is facing a paradox; on the one hand it should forge a strong emotional bond with the customer and their needs, on the other hand it is supposed to be managed as a complex business. Here, the designer’s key role in determining and navigating design strategies for luxury brands, demonstrates the need for
integrating design skills with management skills.