He puts an interesting spin on the fact that in a world of declining physical resources - increasing the intangible value of products is very valuable.
Shopping at Prada is an interesting, carefully designed experience.
As an example, here's the google street view of their flagship store in NYC: http://goo.gl/maps/bHMZS There's no sign, and the window displays could be strange art installations just as easily as they could be retail displays: http://www.flickr.com/photos/alreadytaken/31015342/ The whole thing is reminiscent of bars that don't have signs, designed to make the consumer feel like they're "in the know" before they even enter the building.
I find top luxury brands particularly interesting because so much of the value they create is intangible, or arises from the handling of easy-to-miss details. There's a lot to learn from companies that charge multiples of typical solutions and earn devoted, passionate advocates in the process.
I'm a Prada customer and agree with both this and the article. But while it's a delightfully aesthetic experience, I've found their service to be cold and unfriendly. Like many boutique style stores, they seem to place value on assistants being aloof rather than friendly. I have no idea where the value is there but it clearly exists as it's so common in high end stores.
It's a stark contrast to the Apple Store where they chase similar aesthetic ideals but fill the stores with down to earth, friendly staff who make you feel like they're happy to have you in the store, despite being the tech equivalent of a Prada store.
it'd be interesting if there were any digital equivalent experience to this ... I'm not even sure what a website without a "sign" or "logo" would look like.
