Luxury Marketing Albany OR

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Core Communications - Web Development
(541) 758-0755
711 Nw 3rd St
Corvallis, OR
 
Promoting Your Business
(541) 752-1676
131 Nw 4th St
Corvallis, OR
 
Den-Art Promotions
(541) 758-8386
2124 Ne Highway 20
Corvallis, OR
 
Corvallis Gazette-Times Div
(541) 753-2641
600 Sw Jefferson Ave
Corvallis, OR
 
Crawfordesign
(541) 758-3138
1965 Sw Airport Ave
Corvallis, OR
 
Clear Channel Communications
(541) 754-1426
1 Garden Ave
Corvallis, OR
 
Sis Development Inc
(541) 207-3233
808 Nw Buchanan Ave Ste C
Corvallis, OR
 
Outdoor Sales & Marketing Group Inc
(541) 367-5507
5400 S Santiam Hwy
Lebanon, OR
 
Edge Design & Advertising
(541) 753-4003
300 Sw 2nd St
Corvallis, OR
 
Nickel Ads Co
(503) 588-7700
1590 Commercial St SE
Salem, OR

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The Anti-laws of Luxury Marketing #7

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7. Make it difficult for clients to buy

The luxury brand is something that has to be earned. The greater the inaccessibility – whether actual or virtual – the greater the desire. As everyone knows, with luxury there is a built-in time factor: it’s the time spent searching, waiting, longing… so far removed from traditional marketing logic, which does everything to facilitate quick access to the product through mass distribution, with its self-service stores, self-checkout systems, the internet, call centers and introductory offers. Luxury has to know how to set up the necessary obstacles to the straining of desire, and keep them in place. People do eventually get to enjoy the luxury after passing through a series of obstacles – financial obstacles, needless to say, but more particularly cultural (they have to know how to appreciate the product, wear it, consume it), logistical (find the shops) and time obstacles (wait two years for a Ferrari or a Mikimoto pearl necklace).

Luxury needs to excel in the practice of distributing rarity, so long as there are no real shortages. It’s quite natural: just as actual shortages stand in the way of growth, so the absence of rarity leads to the immediate dissipation of desire, and so to the disappearance of the very waiting time that sustains luxury.

To create this obstacle to immediate consumption, it should always be necessary to wait for a luxury product – time is a key dimension of luxury, as with all desire for anything...

Click here to read the rest of this article from Branding Strategy Insider