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Vuitton bags the affluent customers: How luxury‐goods companies woo the wealthy

Strategic Direction

ISSN: 0258-0543

Article publication date: 1 July 2005

8170

Abstract

Purpose

To present some of the strategies companies adopt to persuade customers to pay the huge prices that the luxury end of the market can command.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Selling expensive goods to people who can well afford them may sound easy, but when it comes to parting with their hard‐earned (or, in some cases extremely easily earned or even inherited) wealth, the luxury goods market can be as competitive as the one that caters for those of us who come much lower down the disposable income league

Originality/value

To be aware of the risks that luxury goods manufacturers face in focusing on customers who, far from being part of the mass market, are relatively few in number.

Keywords

Citation

(2005), "Vuitton bags the affluent customers: How luxury‐goods companies woo the wealthy", Strategic Direction, Vol. 21 No. 7, pp. 5-7. https://doi.org/10.1108/02580540510598954

Publisher

:

Emerald Group Publishing Limited

Copyright © 2005, Emerald Group Publishing Limited

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