Anti-law #1: Forget positioning, because luxury is not comparative

[nurmohammadkhan]

Marketing Strategies in the Luxury Sector: Anti-Marketing Laws to Implement a Luxury Strategy
Forget positioning; luxury is not comparative
Your product must have “enough flaws” to also have a soul
Don't indulge your customers' wishes
Exclude non-enthusiasts
Don't answer the growing demand
Dominate the customer
Make it a difficult experience for customers to buy
Protect customers from non-customers, big from small
The role of advertising is not to sell
Communicate to those who are not part of the target audience
The supposed price should always appear higher than the actual price
Luxury sets the price; price does not define luxury
Increase your prices over time, in order to increase demand
The average price of the product range continues to increase
Do not sell
Don't involve famous people as "sales agents"
Cultivate proximity to the arts
Don't relocate production
Don't hire consultants
Don't do tests
Don't seek consensus
Don't look for group synergies
Don't chase cost reduction.
On the Internet: Sell only marginally and never openly
For a detailed discussion of each of the 24 laws, we refer to the original text, already widely cited ( The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands , Jean-Noel Kapferer and Vincent Bastien, 2012). In this article, we will limit ourselves to dealing with some of the most significant ones.



In consumer marketing, at the heart of every brand strategy are the concept of bahrain phone data positioning , the unique selling proposition (Unique Selling Proposition) and the unique and convincing competitive advantage (Unique and Convincing Competitive Advantage). Every brand must specify its positioning and then convey it through its products, its services, its price, its distribution and its communication. Positioning is the recognition of a gap that creates preference for a particular brand. Luxury , however, is in no way comparative: it is affirmative and superlative . What matters is being unique, without having to resort to comparison with a competitor. Luxury is the expression of a taste, of a creative identity, unique, authentic, non-negotiable and timeless because it is capable of lasting over time and surviving fashion.