The new luxury strategy
mail.google.com
The new luxury strategy
Luxury exists in the social and cultural exchange system, not in a market segment. It is glib to think that a different market growth strategy will save luxury. To save itself, luxury needs to regain its cultural power.
Ana Andjelic • How luxury lost its soft power
One key secret to the art of pricing luxury goods is mastering “limited edition s.” The supplier must strictly abide by its own limit; otherwise it risks losing its credibility and reputation. The limited number of units determines the scarcity and thus the value of the luxury good. A prerequisite for successful luxury goods pricing is the skill to
... See moreHermann Simon • Confessions of the Pricing Man: How Price Affects Everything
Luxury brands should focus on offering high symbolic value, differentiation, and exclusivity to a niche segment of consumers who prioritise high-status associations.
Luxury brand positioning strategy: How to craft a winning one
Success Factors for Luxury Goods Price Strategies
Hermann Simon • Confessions of the Pricing Man: How Price Affects Everything
How luxury transformed from opulence to populace, and what it means for brands
Sara Bernatamericanmarketer.com