Marketing luxury is a paradox. Luxury defies econometric models. Though the processes by which consumers acquire and consume luxury remain an enigma, luxury brand names and products are highly visible in the marketplace.
I became interested in branding luxury back in 2007 when I used to frequent Dubai (UAE). It was then I acquainted with research work pursued by Bernard Dubois, Thomas Stanley, Claire Paternault and others. I even designed a workshop for corporate clients in Middle East and Europe interested in luxury retailing. I taught an MBA level course on Luxury Branding at my favorite business school in India, MICA, in 2008-’09.
Recently, I promised Hult MBAs at San Francisco that I shall provide them my insights on luxury branding in my BE class. Though a little late, I am living up to my promise. This slide deck empirically explores the luxury sector, the status of international luxury brands, and how luxury is branded and sold to consumers.