VII. Luxury Marketing Mix & Looking ahead

Question 1

Luxury market vs. Market for insurgent (rebellische) cultural excellence

Answer 1

• Winner will build on existing excellence
• Reimagine the future with disruptive mindset
• Transforming operations to meet customer demands

Question 2

Future of luxury- Generation Y

Answer 2

• Expected to drive 180% of growth in the next years
• Put emphasis on diversity/ inclusion/ sustainability/ environment
• Activist consumers
• Want brands to reflect their vision and desire for purpose

Question 3

Challenges in maintaining luxury

Answer 3

• Frontiers are dimed (löchrig) = Overuse of the luxury word
• Many mainstream brand use codes of luxury and are successful with it
• E.G. = Limited editions/ Designer collabs (H&M)/ Design copy/ Visual & semantic communication/ Communication not to sell but to nurture desire/ Artistry retail