The Luxury Strategy Quotes

“Here lies the difference between luxury and premium. People buying premium or even super-premium cars like to justify every dollar by a return on investment. Premium means pay more, get more in functional benefits. Luxury is elsewhere: it signals the capacity of the buyer to transcend needs, functions, or objective benefits. This is how luxury brands are different from premium or super-premium brands: beyond the experience they bring creative power, heritage and social distinction.”
― Jean-Noël Kapferer, The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands