Jean-Noël Kapferer and Vincent Bastien's foundational luxury management textbook arguing that luxury brands must operate under an inverted economic logic — raising prices to increase demand, never discounting, and prioritizing dream over function.
Codified the anti-laws of marketing for luxury — price increases demand, reduce product accessibility to preserve desirability, never advertise on price — providing the theoretical framework that distinguishes luxury brand management from conventional marketing.
Discussing
Ask anything about The Luxury Strategy — their ideas, influences, contradictions, legacy.
Sign in to start a conversation.