Communicating luxury to the masses
Shaziya Khan
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 is an emerging debate (one that will soon become global): how to communicate luxury brand messages to the mass consumer.
The question is a puzzling one. It gets fiercely argued by opposing schools of thought. Do we 'downgrade' communication to address the mass consumer but risk losing some of the mystique and aura of luxury; or do we...