The Anti-Laws Of Luxury Marketing #18
November 16, 20092 min
#18. Don’t relocate your factories.
NEW THINKING
#18. Don’t relocate your factories.
#17. Cultivate closeness to the arts.
16. Keep celebrities out of your advertising.
#15. Do not sell. This isn’t arrogance, not at all. The luxury strategy is the very opposite of the volume strategy.
#14. Keep raising the average price of the product range. In traditional marketing, you launch a product at a skimming price, then when competition comes onto the scene, you drop the price. In luxury it is precisely the opposite.