Inflation is rising. Politics are a mess. Gas prices are at a record high. With the “credit crunch” raging, even big spenders think twice about splashing out on not-so-essential products. According to a July report by The Nation, big luxury brands are already seeing the effects with a downward slide in the first half of the year—and it’s getting worse.
But, while we know that we don’t really need that new Prada handbag and could live without that shiny new diamond bracelet, how could we live lucidly in this stressful fast-paced world without resorting to such little extravagances?
In a day and age when being materialistic is being broke, we need to find a way to give ourselves treats and not feel guilty about it. It’s time we redefined the meaning of luxury.
It’s All About You
When something is a luxury, it should be something exclusive—something only a handful of people can afford. Shoppers with serious buying power are now looking for something different that makes them, not the product, stand out.
In the world of luxury, concierge services are the new name for personal assistants. The tasks they tackle have now gone beyond fetching your laundry to include wedding planning and managing your wealth. Many luxury brands are starting to introduce concierge services as a new method of providing added value to their high end products. But you don’t have to subscribe to an exclusive credit card or buy a ridiculously expensive condo to enjoy a bit of this personal luxury.
Quintessentially (www.quintessentially.com) has a clear motto: “Access the inaccessible.” They offer a personal concierge service that can get you pretty much anything you desire. They’ve made a name for themselves by hooking their clients up with the hard-to-obtain, like sold out concert tickets or last-minute seats in a Michelin-starred restaurant in Paris, and the downright strange, like sourcing a pair of penguins for a party or even organizing a makeshift rescue mission in the jungle a la Indiana Jones.
Started eight years ago in London, Quintessentially now reaches all corners of the globe, including Thailand, thanks to its networks with the world’s top product and service companies. “We find that wealthy people, regardless of their backgrounds, have similar lifestyles. They like to eat, drink and travel,” says Smith Mekaroonkamol, Head of Marketing at Quintessentially Thailand. “This group of people also have the same problem; they’re rich in cash but poor in time. Our services help make their hectic life a little more comfortable.”
But mind you, this catering does cost B200,000 a year and that fee doesn’t cover your private jet rental nor the price tag of the latest runway collection. “For example, if you want us to get you a limited edition handbag that’s not available in Thailand from Milan, we can do that, but you will have to pay for the bag, the shipping and taxes. Everything comes at a cost,” Smith explains.
So why join Q? “We know people. We have localized expertise everywhere in the world. Googling doesn’t tell you where you can get the best deals for artworks in London, or which club or restaurant is the hottest right now in Beijing. What we offer here is an exclusive access to networks you wouldn’t otherwise get by yourself,” Smith says.
In these circles, luxury is definitely about making you feel special. At a time when people are being more conscious about their purchases, brands have to go beyond just their products to ensure customer loyalty. “Our customers are educated and sophisticated. Luxury is no longer superficial to them; it has become a lifestyle,” says Satima Tanabe, Deputy General Manager of Gaysorn Land Asset Management, the company responsible for the high-end mall at the corner of Ratchaprasong. “They’ve seen it all. Creating a need among our customers is beyond giving vouchers and discounts; we need to offer them something more valuable than a discounted price tag.”
Like Quintessentially, Gaysorn is also aiming to bring a higher level of personal assistant service to high-end consumers. As Satima explains, “We see ourselves as a lifestyle company that makes its customers’ lives complete.” With a busy schedule and demanding careers, most of these premium customers are looking for a helping hand in anything from picking out an outfit for a party to suggesting unique gift ideas for a last minute birthday gift. Gaysorn’s lifestyle consultant team (999 Phloen Chit Rd., 02-656-1177. www.gaysorn.com) headed by Adisak Rojsiriphan, renowned Zenithorial designer, and Ornapa Krisadee, TV personality and celebrity makeup artist, is free of charge. Gaysorn’s front desk information counter can also tackle more than just directions to the toilet. “All of our concierge staff are professionally trained to be city experts. If you want to book your plane tickets, reserve a seat in a restaurant, or get suggestions for what to do and see in the city, let our staff be your guide,” says Satima.
A-grade consumers have a need for personalization that goes beyond service. It’s now possible to pick your own colors, materials or even design your own Gucci or Prada bag. “This creates appreciation. It adds value to a product,” says Satima.
Stealth Wealth
Crossed C’s, LV monograms, a bitten apple, or a man on a horse—mention any of these modern icons and we bet everyone can guess what you’re talking about. Luxury brands have long been associated with their insignia, but the new trend in luxury goods is actually leading to a toning down of labels and logos.
This stealth trend in luxury has come about because, in some cases, luxury no longer means exclusivity. A classic example is the British brand Burberry whose famous signature check designs were hijacked by “chavs,” a working-class group in Britain known for their anti-social, in-your-face tastes. The unwanted association led to a “cheapening” of the brand’s image among its more discerning fans and forced Burberry to tone down their beige checks in a bid to distant themselves from the group.
According to a recent luxury trend study by Forbes, when top-of-the-line products go mainstream—a.k.a. once the knockoffs start hitting the streets—that’s when they lose their luxury value. As a result, luxury consumers are trying to find something that can distinguish themselves from the masses. They’re looking for a product that’s more discrete but still recognized among their peers.
MUJI (3/F, Central Chidlom, 02-793-7777) conquered a high-end clientele by claiming to be a kind of antithesis to classic luxury. “MUJI does have a logo, though it is not seen anywhere on the merchandise. This is because MUJI does not want consumers to think there is value in the name of the brand itself. Rather, customers should see value in the product itself,” says Noriko Shiba, brand manager of MUJI in Thailand. Its collection of earth-friendly stationery, clothing lines and home products come in simple colors and sport no logo but anyone who knows the brand knows that its minimal signature is distinctive. “For MUJI, each product represents the concept of the brand very well, so it is apparent the product is MUJI even without a logo,” adds Noriko.
MUJI isn’t the only brand that has ditched labels. Clothing brands like Uniqlo (www.uniqlo.com), H&M’s Collection of Styles (www.cosstores.com) and the UK-based newcomer, Albam Clothing (www.albamclothing.com) are bringing the no-logo concept to the fashion world. “Logos smack of seeking approval for what you’re wearing,” explained Alastair Rae, co-founder of Albam Clothing in an interview with the UK’s Independent. “And many customers now have enough confidence not to need that.”
While this trend might have been going strong in other parts of the globe, the continued abundance of big-haired ladies in Bangkok make it pretty clear that it’s not a concept that’s truly taken off here just yet. While there’s a growing group who seek to detach themselves from labels, many consumers especially in developing and class conscious countries like China, and Thailand included, still value symbols as status indicators.
Green is the New Gold
When we talk about luxury, people still think glam, glitz and gold, and not much else underneath the shiny surface. However, at the 7th annual luxury conference organized by the International Herald Tribune last November, leading designer Tom Ford, the former leader of fashion house Gucci, placed luxury under a new, more discrete, light, “Luxury is not going out of style. It needs to change its style.” Luxury is now becoming more ethical, or as Ford put it, “We need to replace hollow with deep.”
Ever since the release of the film Blood Diamond in 2006, people have been more aware of the ethics surrounding diamond trading in Africa, and so have the luxury brands. Jewelers like Tiffany & Co., Cartier and Bulgari have all signed up to the ban on using so called “conflict-diamonds” that have helped to fund rebel forces fighting in war-torn African countries such as Angola and Sierra Leone, as well as helping to prop up the military dictatorship of our near-neighbor Burma. Cartier is also a member of the Council for Responsible Jewellery Practices (www.responsiblejewellery.com), which is an organization that encourages companies in the gem and gold industries to follow a strict ethical business code. This covers the ban on using stones mined in countries affected by civil war or those that are sourced using child labor.
And it’s not just the world of gemstones that are demonstrating a more ethical approach to their high end products. Last year, Stella McCartney launched her vegan fashion line, with clothing made with non-leather material, Anya Hindmarch’s stylish I’m Not a Plastic Bag totes was a fashion fad that swept the world and Bono’s (PRODUCT)RED now gives consumer products, such as sneakers and iPods, a conscience.
Leading luxury brand Louis Vuitton is also attempting to position itself as more socially conscious by sponsoring organizations through their most recent advertising campaign. Following their “Core Values” campaign, which features individuals like Mikhail Gorbachev, Andre Agassi, Steffi Graf and Francis Ford Coppola, LV will make a donation to designated organizations, such as Al Gore’s The Climate Project (www.theclimateproject.org) and Mikhail Gorbachev’s Green Cross International (www.gci.ch).
Luxury developers are also pushing the environmental aspects of their new high-end properties, identifying a growing awareness of green issues. “Over the last few years, we have seen an increasing interest among our buyers in our green features,” agrees Raweewan Luangpiriyanupap, the Senior Vice President of Marketing of Raimon Land (www.raimonland.com), one of Thailand’s premium property developers responsible for luxe condos like The River and the B250,000-per-sq.m. 185 Rajadamri. But while their developments target the high end market, Raimon Land are also committed to the environment and energy preservation. “With our properties, we try to promote the energy saving lifestyle to our consumers, by using double-glazed windows, water-cooled air conditioning systems, and putting natural light to good use,” explains Raweewan.
And it’s not just on-site that they try and make a difference. Raimon Land’s recent sponsorship of the Earth From Above photography exhibition at Zen, also proves that luxury living isn’t just about glamour. “By sponsoring this event, we also raise awareness of the environmental issues to our prospective clients, which in turn, helps us reinforce our image of being environmentally conscious,” says Raweewan.
Perhaps the clearest sign of this shift in conscious among the wealthy of the world is in the field of travel. A clearer understanding of the “footprint” we leave when we visit exotic destinations has led many to eschew the traditional opulent palaces of luxury to more environmentally sound retreats.
Campi ya Kanzi (www.maasai.com), located in the Chyulu Hills in Southern Kenya, is just one example of how the travel experience has been tweaked to ensure that it marries with the local environment and just as importantly the local people. This glimpse into “the real Africa,” costs between US$400-900 (B13,500-30,500) a day per person, but US$70 (B2,400) of that daily charge goes straight to the local Maasai tribe. The camp also uses solar energy to generate electricity, and any leftovers, whether it be food scraps or water, will be reused in farming and in the animal sanctuaries.
An understanding and respect for the local community and the environment is a trend that’s now catching on fast in the Land of Smiles. Six Senses (www.sixsenses.com) is one of the pioneers leading the change. For B40,000 a night, you get an exclusive pool villa, with private pool and terrace, where you can sip away on a glass of wine from your private mini wine cellar while enjoying the view of the Southern ocean. For a price like this, you might expect the very finest imported amenities. But you would be wrong.
“Everything in our resorts, no matter how small it is, is produced and made locally,” says Juergen E. Seidel, Group Director of Property Maintenance, Engineering and Innovation at Six Senses, “We do this to support and promote the community’s social and culture.”
Anything that makes up Six Senses resorts, whether it be the woods used to make the buildings, the fabrics, the decorations and even the food, are all handcrafted and grown locally. “We use the things that people would normally think of them as ‘low quality,’” adds Juergen. “Instead of going for silk and gold like other luxurious resorts, we visit the local community and learn from them.” By doing this, Six Senses not only cut costs, they also help to revitalize traditional culture.
But hey, this is luxury we are talking about. Being green is not synonymous with being cheap. According to Juergen, sometimes doing it the right way costs more, “While everyone else just goes into the jungle to cut down trees, the teams at Six Senses have to grow them ourselves. Instead of using fossil fuels, we go out and find the alternatives. And all that costs money.”
So while you might shudder at shelling out the tens of thousands of baht for a night at Six Senses, at least you now know that you are paying for an environmentally friendly lifestyle.
Can’t Live It? Rent It
All well and good, but none of these trends come cheap. It’s hard to live such an extravagant lifestyle when you have money worries looming over your head. But there is a way you can live luxuriously even if you can’t afford it—by renting. This growing trend has seen services springing up that cater to your short-term luxe life, helping you travel and dine in style and still flaunt the latest designer goodies, even if it’s only for the weekend.
The Residence 305 at Grand Hyatt Erawan (494 Ratchadamri Rd., 02-254-1234. www.bangkok.grand.hyatt.com), for example, lets you savor a mansion lifestyle—think butlers, private chefs, and the ultimate luxury pad. If your home does not include a crew of helpers, a big dining hall, or even its own cook then, The Residence 305 is the answer for your high end social gatherings. Unlike other hotel event facilities where they slap on a few drapes, and dress some chairs, The Residence 305, let’s you host your private party or a meeting in a 250 sq.m. apartment that includes not just a dining area but a study for you to lounge in and enjoy after dinner drinks, and an open Bulthaup kitchen equipped with state-of-the-art appliances, so your guests can admire your own private Gordon Ramsays as they show off their culinary skills.
Don’t fancy flying with the hoi polloi but can’t afford your own a jet, then Bangkok Airways offers tailored charter flights (02-134-3999, www.bangkokair.com). This deal isn’t just about renting an empty plane either. Aside from letting you select your own flying schedule, carrier, and destination, you can also customize the plane’s services to your liking. Going to Chiang Mai? Get your plane decked out Lanna-style with stewardesses dressed like Northern princesses serving you Northern Thai menus. Though the service focuses on flying in the region, they do cater to requests for overseas trips. Mind you, the planes are rented out by the hour, starting at B250,000 per hour, depending on your choice of aircraft.
Fear flying but still want to travel like richie rich? The Eugenia Hotel’s (267 Sukhumvit Soi 31, 02-259-9017/-9. www.theeugenia.com) collection of vintage wheels, from a 1950 Jaguar MK 11 to a 1956 Mercedes 220S, are available for rent, and you don’t have to be a royal to hire one. If you’re planning an extravagant evening, spend around B1,500-2,500 for a by-the-hour trip or go all out for the all-day package from B9,000 to B12,000.
“Borrow” is apparently the appropriate term used to describe the act of renting a designer handbag. Jennifer Hudson did it in the Sex and the City movie, changing her clutches and totes daily to satisfy her brand-cravings. It has also become a trend among fashionistas in the US and UK. According to The Daily Mail, Handbag Hire HQ (www.handbaghirehq.co.uk), a UK-based designer bag rental service, has gained 3,000 followers, just three months after opening and is now attracting around 100 new members daily. BagBorrowOrSteal (www.bagborroworsteal.com), the US service made famous by the Sex and the City movie, is going beyond handbags by offering members a chance to adorn themselves with latest bling collections by the likes of Vera Wang.
In Thailand, the act of “borrowing” designer goodies is still to catch on, but it doesn’t mean you have to stick to B199 knockoffs from Pratunam. “So what if they’ve been used? They’re still real and not fakes,” says Bunny, a recent university graduate who’d rather take seconds than appearing cheap. “If I can find a good deal in a very good condition, plus if the seller can produce me with documents, such as receipts, then it’s OK.” For a shop that is reliable and offers bags in good conditions, Bunny recommends Meg Shop in Suan Lum Night Bazaar (www.megshop.net). Swagging secondhand deals not only saves you money, but also lets you get your hands on collections that would otherwise be sold out. “I tend to find things that can no longer be found anywhere,” and the price slash is also tempting, “I once wanted to get a limited edition Prada which was around B45,000. I later got it secondhand, in mint condition, for only B15,000.”
It seems that if you’re creative enough then there is hope for us all to live the luxe life without the Swiss bank account.
bk asks: What’s the one luxury you can’t live without?
Nipon Chaloemchaimontri, 21, student
The one luxury I can’t live without is splurging on my cell phone bills. I have to talk with my friends so it’s something I’m willing to dump my money on.
Rosuporn Soonthornpunyawan, 24, secretary
I can’t live without my makeup and beauty products. A girl’s got to look good, so I consider quality cosmetics my number one luxury in life.
Duangdee Booranasiri, 45, insurance company representative
My essential luxury is going to the spa. I have to relax and get pampered every once in a while.
Phairohsiri Lerkpatina, 58, Ministry of Education worker
Air-conditioning is my ultimate luxury. In the sweltering heat of Bangkok, sometimes a fan just isn’t enough.
Traisit Chakreeyannad, 42, salesman
A fancy PDA is a luxury I need to have. I mean, technically any phone is fine as long as it can receive and make calls, but I just want something a little bit more special.
Linda Vimolket, 49, nurse
My ultimate luxury is going on holidays up-country whenever I can. I simply need to get away from the hustle and bustle of Bangkok and its pollutants.
Prima Products
Things only the outrageously opulent could, and would, pay for.
Vertu
1/F, Siam Paragon, Rama 1 Rd., 02-129-4488.
While Nokia is for the masses, its subsidiary Vertu is for the massively rich. By trying to position mobile phones on the same pedestal as luxury watches, Vertu decided to add to the device’s usual metal and plastic finishing with not-so-usual diamonds, precious stones, leather and gold. Their most expensive model, B2,500,000 Signature Diamonds, consists of 18 carat yellow and white gold and over 700 diamonds encrusted on the body. A tad too expensive? You can settle for the Constellation model priced at B175,000.
Ego Bentley Laptop
www.ego-lifestyle.com/collections/bentley.
Here’s something to boost your ego. The ugly and expensive laptop manufacturer, Ego, is designing an exclusive model for Bentley. Unlike its automobile counterpart, the Ego for Bentley laptop is no style icon, sporting a rounded design that makes it look like a waffle machine. For a product with questionable taste, it really does not deserve its GBP10,000 (B630,700) price tag.
Trader Vic’s Trilogy Burger
Bangkok Marriott Resort and Spa, 257 Charoennakorn Rd., 02-476-0022.
The Pacific-Rim style bar and restaurant serves up International dishes with a view of the Chaopraya River. What’s so posh about it? It’s the only place in the world where you can get a burger for as much as B6,600. It is cooked with Matsusaka beef, black truffles, foie gras, and sprinkled with gold flakes. Fair to say, it’s not really for the pocket, or calorie, conscious.
russell+hazel Crystal Pencil Collection
http://russellandhazel.stores.yahoo.net.
While everyone else is signing their checks with Mont Blanc fountain pens, you can scribble away with these crystal-encrusted pencils. Each one is tipped with top quality STRASS Swarovski crystals in twelve different colors (US$72/B2,500).
Louis Vuitton Taiga iPhone Case
G/F, Gaysorn, Phloen Chit Rd., 02-656-1010.
Since you’ve already spent B45,000 on the new iPhone 3G, why not whip out another B10,000 (US$285) for a matching case from LV? It’s sleek and slim, ergonomically designed, made from Taiga leather and is also equipped with a belt clip.
A Day at the Spa
What’s a luxe life without a bit of pampering? Here’s a list of luxury spa offers that allow you to indulge in your own vanity for one full day (or most of it anyway).
TRIA
998 Rimklongsamsen Rd., 02- 660 2600. www.triaintegrativewellness.com.
For a full day pass (B1,200), the package includes fitness (full access to gym equipment access), group class (as many classes as you want including yoga, fitball and aerobics, usually up to four classes per day) and use of other facilities such as the swimming pool, sauna and steam room. No massage, though.
Bangkok Marriott Resort and Spa
257 Charoennakorn Rd., 02-476-0022
Their package, called the “Ultimate Indulgence” (B12,500), includes a steam room visit, scrub or wrap, massage, food for health, facial and a manicure or pedicure. The program lasts up to five and a half hours.
i.sawan Residential Spa and Club
Grand Hyatt Erawan, 494 Ratchadamri Rd., 02-254-6310.
There are four types of full-day packages to choose from. “Purity” (B8,000, 4 hours) includes a series of massage sessions. “Energy” (B9,100, 4 hours and 40 minutes) includes fitness assessment and personal training. “Harmony” (B8,000, 4 hours and 20 minutes) goes all natural with floral, mineral, and aromatic massages. “Thai” (B8,300, 3 hours and 40 minutes) includes Thai body and foot massage and Inner Balance Body Envelopment. All packages include steam room, sauna, swimming pool, Jacuzzi, and either lunch or dinner at The Breezeway.
