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The Luxury Strategy, 2nd Edition by Vincent Bastien, Jean-Noël Kapferer

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03

Anti-laws of marketing

The two previous chapters have shown that traditional marketing could not readily be applied to luxury, and drew attention to the anthropological, sociological and historical bases of luxury. The purpose behind this was to help understand that luxury is above all a social dynamic. It should also be clear by now that when managing a luxury brand, it is necessary to forget a fair number of laws of marketing, which may very well apply to brands, to premium brands, and even to trading up, but not to luxury.

The term ‘trading up’ (see Silverstein and Fiske, 2005) – persuading a client to choose an item from further up the range, to go up-market – essentially plays on the many excuses people can always find for treating ...

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