Talha Mumtaz ✔️'s Key Ideas from The Luxury Strategy
by Jean-Noël Kapferer, Vincent Bastien

Scaling kills luxury. The more available something becomes, the less desirable it is. True luxury brands resist the pressure to expand.

“Desire is driven by the inaccessible.”

Luxury pricing is not reactive. It’s symbolic. Discounts dilute perception and damage the aura of exclusivity.

“Luxury has high pricing power because it’s not sold on price.”

A luxury brand is rooted in a founding myth, timeless craftsmanship, or cultural lineage. This backstory fuels authenticity.

“Luxury is the story that must be told again and again.”

Luxury advertising doesn’t explain. It seduces. Instead of features, it uses art, culture, and mystery to craft its world.

“Luxury speaks in codes—never in bullet points.”

Trends are the opposite of luxury. While mass brands chase fashion, luxury brands define eras by staying true to their core identity.

“Luxury is not about change—it’s about consistency.”

Being everywhere makes you ordinary. Luxury thrives in selective, slow, and symbolic distribution—often through flagship stores.

“Luxury must be found, not delivered.”

Mass brands use rewards. Luxury builds communities around values, rituals, and shared admiration—where the brand leads, not pleases.

“Luxury is not democratic—it’s aspirational and hierarchical.”

You can’t rush luxury. Everything—from production to storytelling—must reflect meticulous control and timeless vision.

“Luxury is the only sector where not being available makes you more desirable.”