How to grow via premiumisation
This article is part of a series of articles on premiumisation. Read more.
Need to know
- Technology players, such as Amazon, have affected middle-market brands that often have not invested sufficiently to understand their customers, or have not innovated with new propositions and fluent digital customer experiences.
- Product-line premiumisation is an opportunity for repositioning value brands that earn their customers’ trust and deliver growth through innovation, with new higher value propositions.
- Historically, successful luxury brands have struck a sensible balance between exclusivity and accessibility but many were too slow to adopt digital media...