Creating Luxury Appeal for Any Brand
So why do many of us spend $55,000 and more on a luxury car that Consumer Reports says won’t perform as well as a much cheaper brand?
And what makes women buy that $40,000 Gucci crocodile handbag when, functionally, it does the very same thing as a $40 knock-off from Target?
According to my friend, Harlan Bratcher, who has been creating and defining luxury as a C-level executive for labels such as Calvin Klein, Armani and Reed Krakoff, it’s all about emotion.
“We don’t necessarily buy a luxury product because of how it’s made, or even its style, but more so because of how it makes us feel,” says Bratcher.
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