Sublime

Prestige, quality, and design are harder to put numbers on.

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

Experience has shown that it is difficult, if not impossible, for one part of the firm to create a strong “frontier expertise” reputation when the firm is already well known as a low-cost provider.