Will consumers still connect with luxury mobiles when the recession is over?

This article explores the impact of the "Great Recession" on luxury mobile phones. Apparently one would expect that, like all things luxury, mobile phones would have suffered too but this is not the case. It all comes down to what we mean by luxury. One thing is for sure, the days of simple badge value is long gone. If a luxury brand is to survive in this era they need to deliver something truly extraordinary and the same is true with mobile phones. The “sea of sapphire” on the surface of the Vertu “Signature” range for example goes through a two-week treatment in a hot furnace at 2,000C°. This material gives the case of the phone an astonishing hardness, making it scratch proof against any material except diamond. Now that's the kind of story a real luxury brand would tell.

Posted on January 12, 2010 7:42 PM | Permalink | Comments (6)