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

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15

Learning from luxury

We have just explained how to develop in a luxury market. At this point, we should broaden our discussion and suggest that, contrary to received wisdom, all sectors can draw elements of strategy from luxury. It could even be suggested that this will be necessary if brands wish to pursue an original and effective strategy, and aim high in the segments where they operate, thereby offering a counterweight to the tendency for trivialization encouraged by mass distribution, discount and so-called ‘low-cost’ companies. The luxury marketing strategies analysed and defined in this book are not limited to the traditional luxury markets. In fact, you can always find, in every trade or market, a luxury niche, or more precisely ...

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