#60 The Luxury Business: Part I
Certainty - Making your customers feel secure about the quality and longevity of your product reduces the fear of disappointment or the need to frequently replace the item.
Variety - Owning items that introduce a sense of novelty to a person's life satisfies their need for variety and can make them feel more excited.
Significance - Owning something... See more
Variety - Owning items that introduce a sense of novelty to a person's life satisfies their need for variety and can make them feel more excited.
Significance - Owning something... See more
Superhuman
According to Kapferer, “luxury is superlative, not comparative”. The beauty of luxury is that no one can definitively say whether a Louis Vuitton bag is better than an Hermes bag because that concept doesn’t even make sense