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

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04

Facets of luxury today

Luxury attracts clients from all over the world, but also entrepreneurs eager to apply a business model that, when successful, is so profitable. It is the latter that we are addressing here.

Everyone knows the keywords of luxury: price, rarity, exclusivity, perfection, history, art, time, dreams, etc. It is important to revisit each of them in depth if we are not to fall either into a mechanical conception of luxury, made up of very high prices and Hollywood celebrities, or into an excessively traditional and historical acceptance of luxury. This latter, worshipped in Europe, admittedly has the effect of excluding new pretenders, but conversely also of fixing in time those brands that devote themselves to it, since ...

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