– A strong branding that relates to an exclusive lifestyle, – Superior quality – Premium pricing – Stylish and extravagant in terms of design – Timeless style

ØIn recent years luxury leaders have segmented their offer according to exclusive, selective, and accessible categories (trading down), with an eye to maximizing growth opportunities

out of reach

Masstige

Affordable luxury , partnership, Commodity chic Snobmoddities

Selective extravagance , mix and match, Fractional ownership , snob and slob

Øelevating product status with the signature of designers and celebrities Øchoosing top models for testimonials in ad campaigns Øcreating (artificially) limited editions Øoccupying high-traffic locations Øinvesting in huge retail space as a sign of visibility

Excellent quality, no compromises Tradition and heritage Distribution exclusivity Made-to-measure service ØMasstige brands are not luxury because they offer a “mass” experience, one which is not unique ØMasstige brands can achieve differentiation by focusing on a single feature, but they can not afford to offer a luxury system, i.e. to act on all fronts simultaneously and synergetically vs. mass market brands standardized quality vs. mass market brands “throwaway” products vs. mass market brands av