Expanding a luxury brand without losing cachet

Luxe marketers do face challenges. A handful of influential celebrity customers can generate mass demand overnight. But what keeps the brand sticky, once the fad passes? And what will keep core clients loyal if they think a venerable brand is losing status by expanding too far in the direction of &q...

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Bibliographic Details
Published in:National jeweler 2003-03, Vol.97 (6), p.27
Main Author: Ziccardi, Donald P
Format: Magazinearticle
Language:English
Subjects:
Affluence
Corporate presidents
Customers
Jewelry stores
Market segments
Marketing
Online Access:Get full text
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Summary:Luxe marketers do face challenges. A handful of influential celebrity customers can generate mass demand overnight. But what keeps the brand sticky, once the fad passes? And what will keep core clients loyal if they think a venerable brand is losing status by expanding too far in the direction of "luxury lite"? For prestige marketers, the challenge remains, how can you grow a luxury brand without diluting its prestige?
ISSN:0027-9544