What this is
Scarcity, clienteling and the discipline of saying less. Everything that works in mass marketing works against you here.
What you get
Where it sits
Twenty sector desks, because category fluency is not something you improvise.
Frequently asked
Selectively and at the right tier. Broad creator seeding damages luxury positioning quickly.
Structurally, through inventory and channel management rather than through communication. Once discounting enters the brand it is very hard to reverse.
For discovery and clienteling. The transaction still frequently completes in person.
Reach, frequency and discounting all erode the scarcity the category depends on. Restraint is the strategy, not a lack of one.
A small number of relationships managed properly generates more revenue than broad awareness spend in most luxury categories.
Vague heritage language is disbelieved. Named makers, documented processes and verifiable history are what carry.
Also in Sector Practices
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