Luxury and digital marketing: some (irresolvable?) contradictions

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Communicating, promoting and selling through the web or social media has therefore become an imperative for everyone, including luxury brands , which by their nature and the characteristics of their offering (and the demand they create), show a general reluctance to implement the same marketing strategies adopted in other sectors and are instead led to develop specific, alternative and differentiating actions.

According to Jean-Noel Kapferer and Vincent Bastien ( The Luxury australia phone data Strategy: Break the Rules of Marketing to Build Luxury Brands , 2012) selling a luxury product on the Internet would be extremely dangerous because it would end up reducing the “dream value” of the brand by increasing its penetration too quickly and giving easy access to an uncontrolled number of unqualified leads .

The observation is theoretically shareable: luxury is not a volume strategy but a mark-up strategy and this mark-up is a measure of the added value perceived (and recognized) by the consumer, a value due to the exclusivity of the experience . The contradictions between the digital world and that of luxury are many, some apparently irreconcilable.