CORPORATE STRATEGY - LUXURY STRATEGY

Corporate Strategy - Luxury strategy

Corporate Strategy: The Luxury Strategy

It was not until after the Second World War that the luxury business took off and became an industry in its own right, and at the same time a luxury niche gradually began appearing in all the specialist trades. There are four powerful drivers of the luxury business: democratization, increase in spending power, globalization and communications - when they are all working at full throttle they help propel luxury to previously unknown levels (Kapferer & Bastien, 2009). Today, adding luxury to brands is a strong way to differentiate ...