Discount luxury goods, then, are an oxymoron. The factory outlet or the job lot seller or the yoga studio that's selling the "same thing but cheaper," isn't selling the same thing at all. They don't offer scarcity, social proof or the self-narrative of a splurge. What they sell is, "you're smarter than other people, but you know, you're also a little bit of a fraud because this isn't actually a luxury good, because it's a better value."
#marketing #branding #luxurygoods
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- RMIT UniversityBachelor of Business (Marketing), 2012
- Temasek PolytechnicBusiness
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