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In an article he wrote some time ago, Marketing To A High-End Consumer, Using The Luxury Strategy (source: Entrepreneur.com) , Vincent Bastien (professor at Paris-Dauphine and HEC) tells how about 40 years earlier some European luxury brands, famous but at the time small, decided to exploit the opportunity of globalization to grow significantly beyond the narrow circle of their historical customers. This handful of extremely far-sighted brands understood first of all that they could not implement the usual marketing strategies, which would have helped them grow, but would have determined a positioning outside the area of ​​perceived luxury. Bastien coined a term to designate those “counterintuitive management principles” that allowed brands to emerge as winners in that particular historical moment, managing to exercise formidable control over prices and margins. These are the “ anti-marketing laws ”. But first let's clarify some differences between the strategies that are most commonly applied in luxury.



In the so-called luxury market, there are three possible strategies: luxury , fashion bahrain phone data and premium . The difference between these three strategies is enormous: in the case of fashion and premium, classic marketing styles work quite well. For marketing strategies in the luxury sector, however, it is necessary to reconsider all aspects of marketing management.