Promoting market things but denying marketing
It is common within luxury houses to play with market things such as communicating about desirability, selling into flagship stores designed like temples of beauty, promoting style, design and objects, but at he same time, denying being influenced by customers, trends and marketing. Beverland in 2005 identified 10 dimensions put in place by luxury firms to manage the paradox of craftsmanship, demand management and profitability. These dimensions are:
1. Protecting status
2. The role of formal and informal classifications
3. Real commitments to quality
4. The ability to demonstrate historical quality and price performance
5. Sincerity of the story
6. Using place as a referent
7. Using traditional production methods
8. Stylistic consistency
9. History and culture as referents
10. Appearing above commercial considerations
The art of generating desirability but at the same time scarcity is a key characteristic of luxury marketing.
Source: rencontres heureuses Hermès.