The distance between you and your favourite luxury brand is only a cup of coffee !

In recent years, some famous luxury brands are not only producing clothing, shoes or bags as we all known,they trends to open branding cafes all over the world.  Masion Hermes Dosan Park are the forth Hermes flagship stores in Seoul.  The Price of a cup of coffee in Cafe Madang is 13000KRW (7Pound).  What surprised to consumer is the room design bring into high level of correspondence with the brand mentality.  Similarly, in china, Gucci catches consumers' eye as an restaurant.  Consumer can recognize Gucci for its woody texture and the golden environmental color.  In addition, all menus, tableware and even napkin are all made by Gucci.  

It is an branding experience for consumers that can both enjoy Gucci foods and use its products simultaneously.  For Gucci fans, it is can be seen as an unavoidable experience to create a schema which is a cognitive framework they develop through this dinner experience.  And this schema which belongs to Gucci determines interpretation which is the third stage of perception.  The price of 150 RMB attracts more consumers to focus on Gucci.  These experiences of having dinner and drinking coffee are almost becoming events of companies for the aim of motivation.  Communications between consumers make them involvement in these brands.  How brilliant market promotion is!  That strategy of promotion is a perfect example of using promotion to achieve stages 2 of perception - attention. The kind price for luxury brand experience turns from cognitive decision-making to the type of affective and habitual which gives consumer needs of affiliation, power and uniqueness.  In general, cafes is a successful application of different threshold.  Target market can know brand stimuli by the same texture,sight,smell which are the examples of classical conditioning in learning theories.  However, the new product line makes  them explore more . Thus, different threshold refers to the ability of a sensory system to detect changes in. And  differences between high price of its original products and the nicely price of consuming experience encourages communications which has the function of making stronger the sensory system. (solomon, 2015)

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