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The Perfect Paradox of Star Brands: An Interview with Bernard Arnault of LVMH
A cash cow can be turned into a star when the concept of the product category is transformed - David’s vision of personal organisers as upscale fashion accessories reinvented the whole market.
Richard Koch • The Star Principle: How it can make you rich
One key secret to the art of pricing luxury goods is mastering “limited edition s.” The supplier must strictly abide by its own limit; otherwise it risks losing its credibility and reputation. The limited number of units determines the scarcity and thus the value of the luxury good. A prerequisite for successful luxury goods pricing is the skill to
... See moreHermann Simon • Confessions of the Pricing Man: How Price Affects Everything
Brands targeting high-net-worth individuals need to reposition around work-of-the-human-hands artistry and excellence versus the wannabe-rich, in-your-face communication codes.
Ana Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
I wanted the brand to have my face. I wanted the product to convey the culture, life, lifestyle, dignity of work. We are a listed company, and I wanted to manufacture a product with dignity. I wanted a profit with dignity. Because the press all talk about the moral ethics of profit. Why can’t we have a dignified profit then?
Would you buy something ... See more
Would you buy something ... See more