Communicating Luxury

In his book "The Luxury Strategy", Jean-Noel Kapferer discusses how luxury brands should market themselves to their audience;

"Luxury has two value facets – luxury for oneself and luxury for others. To sustain the latter facet it is essential that there should be many more people that are familiar with the brand than those who could possibly afford to buy it for themselves."

Luxury is something exclusive that consumers desire. If a luxury item is accessible for everyone it is no longer a desirable asset. Brands present their ideals to a wide market of consumers despite only being attainable to a narrow margin of that audience. As it is only available to a small audience, the brand represents exclusivity and many consumers want to be associated with this characteristic.
Communication through graphic design creates this pull from the consumer to the brand.


Page: 69

Kapferer, J. and Bastien, V.

The luxury strategy

In-text: (Kapferer and Bastien, 2009)

Bibliography: Kapferer, J. and Bastien, V. 2009. The luxury strategy. London: Kogan Page.