The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands

One should therefore never say ‘This is luxury and that isn’t’ without pref-acing the remark with ‘For me’, ‘To my way of thinking’, or ‘In my opinion’, just as one should never say ‘This is beautiful’ or ‘This is ugly’ without pref-acing it with ‘I find that’ – there again, luxury and art are closely related, and success in both can never be absolute.

a social aspect (luxury as a social statement in relation to other products or services – connecting luxury, brand status);

• a personal aspect (luxury as an individual pleasure – cocooning luxury, customer experience).

Luxury has to be multisensory: it is not only the appearance of a Porsche that matters but also the sound of it, not only the scent of a perfume but also the beauty of the bottle it comes in. It is multisensory compression.