pricing
Why pricing is the ‘easy growth trap’ in luxury
Tesla’s recent discounting initiative is unwise. Such short-term gains always come at a price. And the price, in most cases, is the brand.
When killing your top product is a smart move
It is rare for a brand to discontinue its most iconic item. But Patek Philippe did just that with its Nautilus 5711 – and it was a smart move.
APAC media prices demonstrate highest inflation rates globally
TOP OF THE CHARTS: Despite the pandemic, media prices in the region demonstrate buoyancy particularly in digital display and video.
Why discounts are a dangerous overreaction to a crisis
If a consumer bought a luxury handbag for $5,000 before the crisis, but it’s now available for 25% less, brand damage will be significant. Brands risk alienating their most loyal consumers in the hopes of attracting ad-hoc, one-time customers.
Why it’s a mistake to define luxury by price
Almost all high-priced products get called "luxury" these days, but prices don't define which brands get considered luxury brands. Only extreme value can do that.
Influencers testing surge prices for holidays, special events
Ride share services aren't the only ones exploiting this model.
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