How to Sell Luxury: 101

Danziger, Pamela
December 2004
Home Textiles Today;12/20/2004, Vol. 26 Issue 16, p10
Trade Publication
The article reflects the views of marketing guru Pamela Danziger on the marketing of luxury goods. She presented her views on the topic at the meeting of the retail marketing society. Danziger, president and founder of Unity Marketing discussed various points regarding luxury market. According to her, in today's world luxury experience drives buying. She predicted that the new luxury boom would come in experience-related spending area like hotels, spas and cruise lines. The three factors, which influence luxury buys are: product brand, retailer brand and the price or value equation.


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