Conclusion
The luxury brand must perform at an experiential level. As luxury consumers evolve, not only act as points of differentiation, but also as ‘substance’ to justify a premium value and pricing.
While being of a high quality and having good standards is important to demonstrate being on the top for a long period of time, it is important to produce continuous relevance and range trough the public figures.
Luxury brands must continue to maintain a certain degree of exclusivity and stature with the paucity factor and the placement factor – from the retail experience to the touch-points it associates itself with.
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