Luxury brands: Deluxurification is in fashion

Luxury brands are undergoing a process of ‘deluxur¬ification’ as they reach out – arguably too quickly – to sell to newer affluent and aspirational classes.


Glyn Atwal, Douglas Bryson, and Johan von Gersdorff

ESC Rennes School of Business and DraftFCB

As luxury labels continue to diversify into more affordable, mass-market lines, they run the risk of devaluing the whole brand

There is an emerging paradox in the marketing of luxury products and services: retaining the goal of year-on-year growth in sales volume, which equates to exponential growth, has been possible with increasing consumer buying power.

Yet, this is resulting in the ‘deluxurification’ of brands as they reach out – arguably too quickly – to sell to newer affluent and aspirational classes. Luxury brands are...

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