Luxury Marketing Dover NH

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Eastern Marketing Services
(603) 842-8050
333 Central Ave
Dover, NH
 
Hotdiggity Creative
(603) 742-8300
1 Washington St
Dover, NH
 
Sharpe Design
(603) 743-6611
113 Locust St
Dover, NH
 
University Of Nh Continuing Ed
(603) 862-3183
24 Rosemary Ln
Durham, NH

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Filias Advertising
(603) 436-6939
125 Daniel St
Portsmouth, NH

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Zmj Enterprisesinc
(603) 749-8817
38 Fieldstone Dr
Dover, NH
 
Apogee Marketing Group
(603) 750-0005
100 Main St
Dover, NH
 
Connect With Classifieds & Morning News
603-692-2130 - 603-205-4417. www.cwcmnweb.com
Post Free Classifieds & Advertise
Somersworth, NH
 
Talking Phone Book
(603) 766-4460
222 International Dr
Portsmouth, NH

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Measured Progress
(603) 427-5466
25 Piscataqua Dr
Newington, NH

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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...

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