Luxury Marketing

“Luxury brands don’t sell products, they sell

dreams…”

By Hitesh
 WHAT IS LUXURY MARKETING?
•  Luxury product marketing is the business of promoting and
selling high-end products. Not only do luxury brands draw
consumers in with their high-end products, but they also actively
manage the perception of these products.
• In simple terms, “the marketing of luxury products is luxury
marketing”, and luxury products are those which are desirable,
unique and help in building the social rapport of the consumer.
 To understand the nuances of marketing luxury products, you
must understand the characteristics of luxury products which are
as follows:
• Excellent Quality: For me, luxury products and excellent quality are
quite synonyms, the same might be the case for you. Luxury products
are known for their classy and elegant look. However, the functional
aspect of a luxury product is not always defined.
• Highly-priced: Another synonym for luxury products is their high price.
• However, here high price not only determines the price related to the
monetary value of the product but also the cost of energy and time
that a person puts into acquiring the product.
 Scarcity: Luxury products are hard to get. Luxury
brands often create a sense of scarcity of the product
so that the product seems unattainable and thus
demands efforts from the consumer. Even if demand
is high, the brands generally do not increase their
production capacity for example, in case of Hermes,
they only manufacture 15 bags per month even if the
demand for the bags is very high.
• Uniqueness: One of the most important characteristics is uniqueness. Luxury
products are so unique in their style, look, features that they become irresistible
for almost everyone.
• Aesthetics: Aesthetics define the design of the brand as a whole. The message
that the brand speaks should be seen in its products.

EXAMPLE OF LUXURY MARKETING:-

1. ROLEX
2. FERRARI
THANK YOU