Anthropologist, psychiatrist and world-renowned marketing guru Clotaire Rapaille upends much of what we believe about technology and luxury in his new book, "The Global Code." According to Rapaille, technology, plastic and virtual experiences are the antithesis of what his extensive research has shown to be the codes for luxury. According to Rapaille, codes are unconscious factors that trigger buying behavior. His book "The Culture Code" documented these buying codes in various countries. Due to jet travel and the internet, there are a whole new set of global codes emerging that drive luxury purchasing, especially in real estate. All global luxury codes involve having something handcrafted, unique and customized exclusively for you. “Humans express a strong reaction against the machine, mass production and a culture of disposable goods," Rapaille explains. "The unique value of luxury resides in the talent of an artisan working with patience, passion and commitment to crea...
- Focus on what makes a property unique, especially any custom or handcrafted features.
- When it comes to luxury, we simply cannot share.
- Luxury is the counterforce to the machine.