Luxury Marketing Bethany OK

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Bowman Holt Inc
(405) 840-7757
2224 NW 50TH St Ste 290W
Oklahoma City, OK

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Bowman Holt Inc
(405) 840-7757
2224 NW 50th St
Oklahoma City, OK
 
Oklahoma City SEO
(405) 532-5805
7109-G West Hefner Road, #150
Oklahoma City, OK
 
Oklahoma City Advertising Agency Inc
(405) 842-1922
6420 N Santa Fe Ave
Oklahoma City, OK
 
Producers Crude Marketing
(405) 810-0733
521 W Wilshire Blvd Ste 140
Oklahoma City, OK

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Atkinson Advertising Associates Inc
(405) 842-7199
2200 NW 50th St
Oklahoma City, OK
 
Monarch Marketing Group
(405) 755-7511
200 NW 63rd St
Oklahoma City, OK
 
Armstrong Shank
(405) 286-5655
1000 W Wilshire Blvd
Oklahoma City, OK
 
Pink Diva
(405) 474-5471
900 Majestic Ave
Oklahoma City, OK
 
Meiring Media Llc
(405) 858-1900
425 W Wilshire Blvd
Oklahoma City, OK

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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