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What is Luxury Marketing?What is Luxury Marketing?

What is Luxury Marketing?What is Luxury Marketing?

“Luxury is a universal concept with individual definitions” Tom Murry, President and CEO of Calvin Klein.

“Tailoring is everything, customization, selling the experience, cohesive communication, and be aspirational”.

Edgar Huber, CEO Juicy Couture.

“Start high- Stay high”LeonardA. Lauder, Chairman Emeritus, The Estèe Lauder Companies Inc.

“Luxury is a universal concept with individual definitions” Tom Murry, President and CEO of Calvin Klein.

“Tailoring is everything, customization, selling the experience, cohesive communication, and be aspirational”.

Edgar Huber, CEO Juicy Couture.

“Start high- Stay high”LeonardA. Lauder, Chairman Emeritus, The Estèe Lauder Companies Inc.

RelationshipsRelationships

Conversation TopicsConversation Topics

EnvironmentEnvironment

ExperienceExperience LifestyleLifestyle

FashionFashion PersonalitiesPersonalitiesMoneyMoney

Social ResponsibilitySocial Responsibility

From products and symbols to experiences and historiesFrom products and symbols to experiences and histories

Generosity as an status statement Generosity as an status statement

Environment / Eco FriendlyEnvironment / Eco Friendly

Belonging to a Social NetworkBelonging to a Social Network

Status TrendsStatus Trends

Having / Knowing the latest gadget / Intelligent informationHaving / Knowing the latest gadget / Intelligent information

Ten Commandments for Luxury from the heart:

1. Embrace the challenge. “tenacity against all odds”

What is Luxury Marketing?

2.Hold to true values. “Be meaningful-value the investment”

3. Rediscover the beauty of human feeling. “pampering personal importance”

4. Romantic the first time. “Treasure the first time”.

5. Step into a better future. It’s not business as usual.

6. Find luxury in the real thing. It exists in the essence of life.

TAM7. Make an understatement. Ostentation is out of place

8. Support investment as the new spending. Beyond the season

9 Embrace the story of the inside . “No more mannequin whitewash”.

10. Generate a high return on time. “Time is the ultimate luxury”

Source : Saatchi&Saatchi LATAM