The title refers to both the role of the detail in a general theory of luxury and fashion, and to the retail form of distribution in which the luxury experience of the end user has its origins.
The detail in luxury is an excess of opportunities for enjoyment, a sensual wealth in the satisfaction of needs through the merging of intellectual, aesthetic, emotional and sentimental pleasure. The resulting fulfilment transcends the typical and minimal need to which a certain satisfactory experience would be destined. Luxury is a splendour that explodes the experience, causing it to acquire new, different and richer meanings.
The luxury in detail is a manifestation of this excess in commercial distribution. Tracing the needs of a post-modern consumer implies transforming the purchase into a moment of enhanced sensorial and cognitive engagement that invades the innerness of the person and enriches the meaning of his or her experience. No longer simply the supply of necessities but an authentic experience, a memorable event. Hence for retail there emerges a need to implement experience-based strategies designed to create value and evade the logic of direct competition.
An empirical survey carried out in the Florentine context of luxury brands illustrates the elements that materialise this strategy and create the "purchasing experience". The innovative model of excellence that is applied to the commercial context is that of the theatre. The sales outlet becomes the stage. When the customer enters: "act one" the curtain rises and the performance begins.
University of Florence, Italy
in the Catalogue