They desire exclusivity, premium products, and they are attracted by advertisements that are somewhat provocative or seemingly unrelated to what they advertise.
prepared by Darija Tabulov-Truta and Kata Pranić
NIVES BORKO,
director of the agency ‘Minuta dvije’:
Value is not always exorbitantly expensive
– I believe that the slogan ‘less is more’ is fully expressed here. For example, one clothing detail that says a lot about my individual taste and makes every outfit special is my favorite scarf from the fashion studio ‘I-gle’, which is a true little work of art. Although I do not see myself as a good example of materialism because I am absolutely unattached to things, and often cannot afford my ‘objects of desire’, I admit that I love to stay in pleasant interiors, to be surrounded by designer utility items such as Finnish tableware Italle, to wear something from the aforementioned studio ‘I-gle’ or from French fashion designer Isabel Marant. I cannot skip my favorite premium dark chocolates Michel Cluizel or the indescribable Kuzumi teas. However, the greatest added value for me are places that exude a special atmosphere, such as the Mamas Shelters hotel in Paris, which has been declared the ‘best business’ hotel in Europe and has an excellent price-quality ratio. A true example that something truly valuable and special does not have to cost a fortune. It is a real ‘hot spot’ for the most diverse clientele, from families with small children, creatives, to top executives from around the world. And there are quite enough people living a quality life in the upper middle class here, but they do not stand out, despise exposure, keep their privacy, and strive less for recognition from the environment, and more for hedonism. So do I.
