High-end brands are not built for the masses; they are designed for a group of people who can afford a certain lifestyle. It’s the exclusivity of such brands that makes the less fortunate masses yearn for the experiences they offer. These people, who put luxury brands on a pedestal, are a big part of what [...]
All posts tagged exclusivity
Luxury/Non-Luxury Brand Collaboration, the Right Way
Posted by Kaitlin Randall on April 26, 2012
http://mascola.com/insights/luxurynon-luxury-brand-collaboration-the-right-way/
Fractional Jet Ownership Brands Know How to Play the Sponsorship Game
While watching the 2012 Tavistock Cup on the Golf Channel a few weeks ago, I noticed only a few key sponsors for this charity event. Other than the support from the four ultra-excusive country clubs – Albany, Isleworth, Lake Nona, and Queenwood – a select group of holes were also sponsored by four major luxury brands. These were Audemars [...]
Posted by Greg Davis on April 19, 2012
http://mascola.com/insights/fractional-jet-ownership-brands-know-how-to-play-the-sponsorship-game/
Discounting Killed the Luxury Brand
When the economy went south in late 2007, it initially impacted the lower-income demographics. As the downturn widened, it dragged down the middle class and crept toward the upper levels just a few months later. Those of us who make a living in the luxury sector fooled ourselves into believing that the brands we touch would not [...]
Posted by Chuck Mascola on January 9, 2012
http://mascola.com/insights/discounting-killed-the-luxury-brand/
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