Comments on: Marketing Luxury Brands: Appealing to the Luxury Cognoscenti http://www.unconventionalbranding.com/brand-strategy/marketing-luxury-brands-appealing-to-the-luxury-cognoscenti/ branding has a new voice Wed, 01 Sep 2010 16:17:53 -0400 http://wordpress.org/?v=2.8.6 hourly 1 By: Jillian Morley http://www.unconventionalbranding.com/brand-strategy/marketing-luxury-brands-appealing-to-the-luxury-cognoscenti/comment-page-1/#comment-23135 Jillian Morley Tue, 27 Apr 2010 15:37:07 +0000 http://www.six-degrees.com/blog/?p=38#comment-23135 Thanks for your comment. Right now we don't have guest authors contributing to our company blog. But if we decide to include them in the future, we would be glad to contact you. Thanks for your comment. Right now we don’t have guest authors contributing to our company blog. But if we decide to include them in the future, we would be glad to contact you.

]]> By: Mertie Busta http://www.unconventionalbranding.com/brand-strategy/marketing-luxury-brands-appealing-to-the-luxury-cognoscenti/comment-page-1/#comment-22694 Mertie Busta Sat, 24 Apr 2010 09:38:58 +0000 http://www.six-degrees.com/blog/?p=38#comment-22694 Do you accept guest posts? I just like the way how you wrote Marketing Luxury Brands: Appealing to the Luxury Cognoscenti | unconventional branding, I am in this topic for ages and I would adore to write couple articles or reviews right here should you agree. Do you accept guest posts? I just like the way how you wrote Marketing Luxury Brands: Appealing to the Luxury Cognoscenti | unconventional branding, I am in this topic for ages and I would adore to write couple articles or reviews right here should you agree.

]]> By: M. Gauzens http://www.unconventionalbranding.com/brand-strategy/marketing-luxury-brands-appealing-to-the-luxury-cognoscenti/comment-page-1/#comment-14009 M. Gauzens Tue, 23 Jun 2009 23:06:38 +0000 http://www.six-degrees.com/blog/?p=38#comment-14009 ***Cutting prices could cause long-term problems for a luxury brand, said Andrea Soriani, marketing director for Maserati North America. Automotive News reported in April that sales of Maserati, a division of Turin, Italy-based Fiat, slid about 30% in the first quarter of 2009. "If you cut the price, you will never be able to increase the price again," Soriani warned. "You cannot cut the price and add value.... It's the luxury business. Take it or leave it."*** ***"You have intrinsic value and emotional value. A $5,000 Chanel suit could be worth $5,000 because it's Chanel. But is that piece of cloth worth $5,000? ... The discounting has led the customer to [wonder], 'Were those things really worth that much in the first place?'" *** ***Cutting prices could cause long-term problems for a luxury brand, said Andrea Soriani, marketing director for Maserati North America. Automotive News reported in April that sales of Maserati, a division of Turin, Italy-based Fiat, slid about 30% in the first quarter of 2009. “If you cut the price, you will never be able to increase the price again,” Soriani warned. “You cannot cut the price and add value…. It’s the luxury business. Take it or leave it.”***

***”You have intrinsic value and emotional value. A $5,000 Chanel suit could be worth $5,000 because it’s Chanel. But is that piece of cloth worth $5,000? … The discounting has led the customer to [wonder], ‘Were those things really worth that much in the first place?’”
***

]]> By: M. Gauzens http://www.unconventionalbranding.com/brand-strategy/marketing-luxury-brands-appealing-to-the-luxury-cognoscenti/comment-page-1/#comment-14008 M. Gauzens Tue, 23 Jun 2009 23:06:22 +0000 http://www.six-degrees.com/blog/?p=38#comment-14008 I wanted to provide a link to the following article as it relates to luxury branding: http://knowledge.wharton.upenn.edu/article.cfm?articleid=2248 Some good quotes throughout the article: ***It's a little bit gauche to be ostentatious with your purchasing," said Roxanne Paschall, senior merchandising director at luxury Italian brand Bottega Veneta. Customers are asking for plain white bags, no boxes, or requesting goods be delivered later to their hotels. "They don't want everyone to know. They don't want to flaunt."*** ***Price-cutting began last year in some high-end department stores after Saks Fifth Avenue aggressively lowered prices in November, slashing as much as 70% off designer fashions that usually don't get marked down until the end of the season. The dramatic move put pressure on rivals to follow suit. *** I wanted to provide a link to the following article as it relates to luxury branding:

http://knowledge.wharton.upenn.edu/article.cfm?articleid=2248

Some good quotes throughout the article:

***It’s a little bit gauche to be ostentatious with your purchasing,” said Roxanne Paschall, senior merchandising director at luxury Italian brand Bottega Veneta. Customers are asking for plain white bags, no boxes, or requesting goods be delivered later to their hotels. “They don’t want everyone to know. They don’t want to flaunt.”***

***Price-cutting began last year in some high-end department stores after Saks Fifth Avenue aggressively lowered prices in November, slashing as much as 70% off designer fashions that usually don’t get marked down until the end of the season. The dramatic move put pressure on rivals to follow suit. ***

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