Abundant rarity: The key to luxury growth Harvard Case Solution & Analysis

While Western economies have not yet moved out of the crisis and the luxury sector is growing again, especially at the top. In developing countries, the expansion of luxury sector reached double figures. However, as the luxury goods continue to penetrate global markets, prestige brands like Louis Vuitton has not decreased at all. This seems to be at odds with the notion of being tied to a luxury rarity and exclusivity. So, how can we reconcile these facts with the theory? In order to capture the growing demand, not only by ordinary people, but also of the common people-luxury brands to take a virtual tactics uncommon to build itself as art, fashion and adopt a business model, and deemphasizing exceptional quality and country of origin. The rarity of the ingredients or craft were replaced with quality rare. In addition, the cult of the designer is a powerful tool in creating an emotional connection with a large number of clients. Today, brands in the luxury sector actually sell symbolic and magical power to the masses. There exists a cultural gap between Asia and the West, namely, Asian consumers feel safer to buy prestigious western brands with which people around them know. Understanding offered here provide clues for entrepreneurs attempting to launch luxury brands. "Hide
by Jean-Noel Kapferer Source: Business Horizons 10 pages. Publication Date: September 15, 2012. Prod. #: BH489-PDF-ENG

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