Using the fast-growing, affluent masses of India as an example, Shaziya Khan, vice president and strategic planning director at JWT, addresses the paradox of how to market 'exclusive', luxury brands (seen to be used only by a few) to mass markets, without losing their prestige and elite image.
Communicating luxury to the masses
We all know luxury markets are taking off. In mass and developing markets like India, luxury brands are growing volumes and there is promise of more. As a result, in marketing and advertising meetings, there...