16. Keep celebrities out of your advertising.
NEW THINKING
NEW THINKING
16. Keep celebrities out of your advertising.
#15. Do not sell. This isn’t arrogance, not at all. The luxury strategy is the very opposite of the volume strategy.
#14. Keep raising the average price of the product range. In traditional marketing, you launch a product at a skimming price, then when competition comes onto the scene, you drop the price. In luxury it is precisely the opposite.
#13. Raise your prices as time goes on in order to increase demand.
#12. Luxury sets the price, price does not set luxury.