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How Luxury Brands Work

In: Luxury, Lies and Marketing

Author

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  • Marie-Claude Sicard

Abstract

I have often been privy to conversations about how to tell whether Calvin Klein, Versace, Donna Karan, Armani, or Ralph Lauren are or are not luxury brands. Invariably in Paris the discussion ended immediately with a scornful “no.” Once, after I cited one of the numerous American studies that placed these brands in the “luxury” category, I was greeted with this reply: “Don’t tell me you’re going to listen to what a bunch of Midwestern rednecks have to say!”

Suggested Citation

  • Marie-Claude Sicard, 2013. "How Luxury Brands Work," Palgrave Macmillan Books, in: Luxury, Lies and Marketing, chapter 0, pages 64-168, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-26469-5_3
    DOI: 10.1057/9781137264695_3
    as

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