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How Luxury Brands Work

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Luxury, Lies and Marketing
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Abstract

I have often been privy to conversations about how to tell whether Calvin Klein, Versace, Donna Karan, Armani, or Ralph Lauren are or are not luxury brands. Invariably in Paris the discussion ended immediately with a scornful “no.” Once, after I cited one of the numerous American studies that placed these brands in the “luxury” category, I was greeted with this reply: “Don’t tell me you’re going to listen to what a bunch of Midwestern rednecks have to say!”

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Notes

  1. S. Marchand, Les Guerres du luxe (Fayard, 2001).

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  2. Bernard Arnault, La Passion créative (Plon, 2000).

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  3. Bruno Remaury, Le luxe: essais sur la fabrique de l’ostentation (IFM-Éditions du Regard, 2005).

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  4. Teri Agins, The End of Fashion (Quill, 2000).

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  5. Bernd Schmitt and Alex Simonson, Marketing Aesthetics: The Strategic Management of Brands, Identity and Image (Free Press, 1997).

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  6. Henry Gidel, Coco Chanel (Flammarion, 2000).

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  7. Jean-Marie Floch, Identités visuelles (PUF, 1995).

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© 2013 Marie-Claude Sicard

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Sicard, MC. (2013). How Luxury Brands Work. In: Luxury, Lies and Marketing. Palgrave Macmillan, London. https://doi.org/10.1057/9781137264695_3

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