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

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11

Communicating luxury

Luxury and communication are of the same essence, since one of luxury’s two fundamental roles, that of recreating social stratification, is pure communication. Moreover, luxury is a transmitter of taste. It must therefore be active at a cultural level and deliver a lot of high-quality ‘brand content’ which will position the brand in the top league. A luxury brand should think of itself as a medium. Given that this aspect of luxury is strongly original and differentiates it from the universe of classic consumer goods, it results in a completely different use of communication from the usual function of ‘making sales’.

You don’t communicate to sell

In luxury, you communicate in order to create the dream and to recharge ...

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