Defining luxury management: Counter-intuitive rules for marketing luxury brands
By
Jean-Noël Kapferer & Vincent Bastien
1d ago· 3 min readenInsight
85/100
Golden Brown
Bagelometer↗
The kind of bagel that ruins lesser bagels for you.
Score85TypeanalysisSentimentneutral
Summary
This academic paper examines the confusion surrounding the concept of luxury in modern marketing, where the term has become overused and diluted across mass-consumption brands. The author argues for a clear distinction between true luxury, fashion, and premium/"trading up" categories. The paper aims to unveil the specificity of luxury brand management by presenting counter-intuitive rules for successfully marketing luxury goods and services, fundamentally distinguishing luxury management from conventional marketing approaches.
Key quotes
· 5 pulledToday luxury is everywhere. Everybody wants his products to be luxury.
There is a confusion today about what really makes a luxury product, a luxury brand or a luxury company.
Managing implies clear concepts and, beyond these concepts, clear business approaches and pragmatic rules.
Going back to fundamentals, one needs to distinguish it strongly from both fashion and premium or 'trading up'.
The aim of this paper is to unveil the specificity of management of luxury brands.
Today luxury is everywhere. Everybody wants his products to be luxury. The concept of luxury is attractive and fashionable. There are luxury columns in all magazines and journals. There are TV shows on the business of luxury, and on luxury products and se
