The Anti-Marketing Laws That Made Luxury Brands Great

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they assert themselves in a hedonistic , exclusively qualitative sense ;
they are offered at a price far higher than their material/functional value;
they are linked to a unique heritage, know-how and culture, distinctive of a brand ;
they have a deliberately limited and controlled distribution;
are accompanied by highly personalized customer care services ;
they represent a social marker , that is, they are able to convey a sense of privilege.
Other phenomena contribute, by exclusion, to delimit the perimeter of what is luxury: the trivialization of brands , for example. Virginie De Barnier, Sandrine Falcy, Pierre Valette-Florence in Do consumers perceive three levels of luxury? A comparison of accessible, intermediate and inaccessible luxury brands , advance two reasons to explain the scope and the defining consequences of this phenomenon. If we place ourselves within a short-term financial perspective, we can notice how sometimes some luxury brands increasingly use “mass marketing” practices, which lead to real “overmarketing” techniques. The brand attributes are managed inconsistently with respect to the brand identity: it is the “mastige” (mass + prestige), luxury in series . A sort of oxymoron, according to common sense.



This confusion around the concept of luxury is a reflection of the supreme bahrain phone data confusion that exists between three concepts: exclusive products , expensive products and luxury products . To try to untangle ourselves from this undergrowth of classifications, let's try to get out of academic theories and instead look at a success story , in which marketing strategies have been radically changed.