Luxury Brand Routes to Market: Exclusivity vs Expansion

Luxury brands are adjusting to an environment in which buying power is switching to emerging markets, while consumers in developed regions are making luxury purchases across a widening range of distribution formats, including outlet stores and online. This leaves the luxury industry facing a central dilemma: how can it access consumers in new markets, and through new channels, while at the same time maintaining the key luxury attributes of rarity, exclusivity and, consequently, desirability?

Luxury Brand Routes to Market Exclusivity vs Expansion