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The Communication Dilemma

In: The Luxury Market in India

Author

Listed:
  • Glyn Atwal
  • Shaziya Khan
  • Douglas Bryson

Abstract

In this fast media age, luxury brands face a paradox in how to communicate to the emerging class of luxury consumers in India. The dilemma facing luxury brand marketers is determining the optimal trade-off between accessibility and exclusivity. Do we target communication to the mass and aspirational consumers and risk losing some of the mystique and aura of luxury? Or do we favour the mystique of luxury and risk disconnecting with a potentially lucrative customer segment?

Suggested Citation

  • Glyn Atwal & Shaziya Khan & Douglas Bryson, 2012. "The Communication Dilemma," Palgrave Macmillan Books, in: Glyn Atwal & Soumya Jain (ed.), The Luxury Market in India, chapter 11, pages 139-151, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-26416-9_12
    DOI: 10.1057/9781137264169_12
    as

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