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?