The Luxury Code
- 1. EXPLORING THE 'CODE'OF IN SINGAPORE COMM201 FOUNDATIONS IN COMMUNICATIONS RESEARCH LUXURY ROBIN CHAN | JEREMY TAY | LINETTE LIM
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- 4. STATUS SINGAPORE AIRLINESChampagne and pearl necklace commonly associated with status of luxury
- 5. STATUS SINGAPORE AIRLINESBusy working professional (working on a laptop with USB drive)
- 6. Images of playinggolf evoke a feeling of prestige which only the affluent can enjoy STATUS SILKAIR
- 7. Limousine pick upand personalized services – befitting of someone with status and importance. STATUS THE FLYING CLUB
- 8. Being in thecentre of attention, being fussed over like a celebrity STATUS THE FLYING CLUB
- 9. ‘ Where captainsof the industry unwind’ – membership is for people who have attained a certain level of achievements STATUS THE FLYING CLUB
- 10. SINGAPORE AIRLINES EXCLUSIVITYAssociation of exclusivity with brands like Givenchy and Poltrona Frau “ Be one of the first few customers to fly A380” and usage of word “only”
- 11. Untouched, pristine beacheswhich are inaccessible to many and only for the enjoyment of a special few EXCLUSIVITY SILKAIR
- 12. ‘ Where thefuture flies’ – be part of the future, set the trend. The wealthy are at the forefront. EXCLUSIVITY THE FLYING CLUB
- 13. Zen-like and modernisticlooking clubhouse – a haven for people to unwind (away from noise and crowds) EXCLUSIVITY THE FLYING CLUB
- 14. ‘ Service aboveand beyond others’ – a cut above the rest. A privilege that is inaccessible to many EXCLUSIVITY THE FLYING CLUB
- 15. SINGAPORE AIRLINES Suiteshave the individual privacy of a hotel room Stewardess closes doors of Suite to give individual privacy INDIVIDUALISM Emphasis on Your choice of food and beverages
- 16. Whole TVC onlyfeatures young working adult (apart from tribesman). No sign of family/friends while at home and on holiday. Connotes a feeling of individualism and self-importance. INDIVIDUALISM SILKAIR
- 17. INDIVIDUALISM THE FLYINGCLUB ‘ Your complete aviation lifestyle’, ‘Your flights of fancy’, ‘ The pride… is yours’ – everything is about you
- 18. SINGAPORE AIRLINES ADVENTURE& FREEDOM Freedom of exploring nature
- 19. ADVENTURE & FREEDOMTravelling to exotic destinations and taking the road less travelled SILKAIR
- 20. ADVENTURE & FREEDOMSILKAIR Freedom to travel solo and the adventure of meeting people from very different backgrounds
- 21. ADVENTURE & FREEDOMTHE FLYING CLUB Appeals to the thrill-seeker, someone who wants a different experience
- 22. ADVENTURE & FREEDOMTHE FLYING CLUB Image of golf course evokes desire to have the freedom and autonomy to do what you want with your time
- 23. SINGAPORE AIRLINES INNERCHILD Background tinkling lullaby music and walking through a forest gives a nostalgic fairy tale feel – like Chronicles of Narnia
- 24. SINGAPORE AIRLINES INNERCHILD Like a mother tucking a child to sleep – wanting to be pampered
- 25. Vivid imagination isreminiscent of a child’s daydreams or make-believe INNER CHILD SILKAIR
- 26. Images appeal toa child’s fascination with planes, the excitement of flying for the first time and childhood aspirations INNER CHILD THE FLYING CLUB
- 27. SINGAPORE AIRLINES Lovingand appreciating nature BACK TO NATURE
- 28. SINGAPORE AIRLINES Woodenfurnishings give a more luxury feel, as compared to the overused plastic, synthetic leather and metal finishes BACK TO NATURE
- 29. “ Journey withNature” – Showing a train travelling through a forest and signifies the growing concern of people with regards to nature and the environment BACK TO NATURE SILKAIR
- 30. ‘ Roam’ connotesbeing able to go anywhere anytime. Departure from the concrete jungle and immersing fully into nature BACK TO NATURE THE FLYING CLUB
- 31. SINGAPORE AIRLINES Frequentusage of light rays to give a dreamy and fantasy feel to customer experience. SIA Girl looks like an angel DREAMS & FANTASIES
- 32. ‘ Flight ofFantasy’ – Image of an intricate kite evokes feelings of fantasy and exploring the unknown SILKAIR DREAMS & FANTASIES
- 33. Surrealistic image ofprivate jets being parked within CBD area, signals the possibility of this dream being realized DREAMS & FANTASIES THE FLYING CLUB
- 34. INTERVIEWS Mr FredrikSarnblad Director of Strategic Planning TBWA Singapore Ms Lim Zhi Ning Air Stewardess Singapore Airlines
- 35. CODES OF LUXURYDreams & Fantasy Experience Status Individualism Exclusivity Adventure & Freedom Inner Child Back to Nature/ Basics Image Shift towards experienced-defined luxury Shift in motivations for consuming luxury
- 36. IMAGE-DRIVEN CODES “Toiletries are from Ferragamo” Image Status Exclusivity Individualism “ To show the luxury traveler that he/she is recognized, we address them by their surname as much as we can” “ We have the suite class on the A380 where each passenger has their own "room". It's enclosed” “ Fine wine, expensive champagne” “ Special check in counter specially for First Class passengers at Changi Airport Terminal 3” “ Celebrity chefs composing menus, famous designers incorporating elements into designs of plane seats and lounge”
- 37. EXPERIENCE-DRIVEN CODES Serviceis “personalised” and “flexible”. Eg: “ We serve them their meals as and when they feel like having it. They can choose not be disturbed as well” Experience Adventure & Freedom Back to Nature/ Basics Inner Child People crave the feeling of being cared for. “Feeling pampered is more important than anything else” It’s about “doing the things you really want to do” It’s about “being as free as you possible can” Forget the frills. “The most important thing onboard is rest” “ No restrictions in term of space and what you can do” Dreams & Fantasy Having “time for self-reflection and stop to take in what the world has to offer, instead of rushing about”. “Having access to time”
- 38. 'CODE' OF INSINGAPORE LUXURY CONCLUSION
Editor's Notes
- #3 Rationale for the scope: Broad spectrum of companies, don’t want to restrict definition of luxury to a certain airline, or class Semiotics -> elements -> themes that cut across all 3 companies
- #35 Singaporeans are a hardworking, driven bunch. What defines us? Quest for excellence in education and wealth. Many of us are conditioned to think this way and from birth large amounts of money have been spent on tuition, piano classes so we can be better than the kid next door (kiasu-ism, or fear of losing out), we have been caned when we fail to get 95% of our English test. Because we are so small and have no resources, and the government keeps reminding us that WE are the nation’s most valuable resource. We prime ourselves to succeed, to be knowledgeable, to earn lots of money. What does one do with wealth? Well the first thing would be to show others that I have the bling. (the motivation for consuming luxe is the desire to buy this image). After that, what next, conspicous consumption of luxury has gone out of fashion and we don’t want to brag anymore. We want to get in touch with our inner self, which has been repressed due to all these years of striving, competing and slogging. There is an existential crisis – you wake up and ask yourself who you are and what are you doing with your life. We want to have a life again, we start buying these experiences to affirm our existence. This is the new motivation. Its not in full flow yet obviously, but its smth that has began to creep up on people.
- #36 After having discovered these codes, we came up with a way to group them. Exclusivity, status and individualism, these have been exploited to the hilt ever since the time of aristocrats. We concluded that these codes are concerned with social stratification, defining oneself. Buying an image. Then look at these codes: adventure, freedom, inner child. These are more concerned with inner balance, well being, buying an experience. Why are there two distinct categories? We confirmed our suspicions with Fredrik. The motivations for consuming luxury has changed.
- #37 After having discovered these codes, we came up with a way to group them. Exclusivity, status and individualism, these have been exploited to the hilt ever since the time of aristocrats. We concluded that these codes are concerned with social stratification, defining oneself. Buying an image. Then look at these codes: adventure, freedom, inner child. These are more concerned with inner balance, well being, buying an experience. Why are there two distinct categories? We confirmed our suspicions with Fredrik. The motivations for consuming luxury has changed.
- #38 After having discovered these codes, we came up with a way to group them. Exclusivity, status and individualism, these have been exploited to the hilt ever since the time of aristocrats. We concluded that these codes are concerned with social stratification, defining oneself. Buying an image. Then look at these codes: adventure, freedom, inner child. These are more concerned with inner balance, well being, buying an experience. Why are there two distinct categories? We confirmed our suspicions with Fredrik. The motivations for consuming luxury has changed.