Luxury Goods Series

Online Offer Dive & Online Pricing Landscape FW15

04/2016

The 3rd edition of this Contactlab study is dedicated both to the depth of the online offer and to a comparison of the online pricing strategies of the key 30 luxury brands in the US market.

This report, carried out in collaboration with Exane BNP Paribas, shows how price entry points for luxury are quite low, starting from 200$.

As Marco Pozzi said,

“Luxury goods products are not for the rich, but for those getting richer. These people have newly acquired spending power and the ambition to be recognised as “having made it”. The rich, by contrast, have everything, have nothing to demonstrate. That’s why entry points are so important, because they leverage on the aspirational behaviour of the bulk of luxury demand”.

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