Luxury Fashion Brand Management

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24 Anti-Laws of Luxury - Because of their anthropological, sociological, and historical bases, luxury fashion brands share unique marketing strategies that depart from those of traditional marketing. The purpose of this project was to recognize twenty-four different anti-laws of luxury marketing and identify concrete examples to support each luxury marketing strategy.

Team Members: Natalie Kauflin & Anna Scudder

Law #1 - Tiffany & Co. Forget about ‘positioning’, luxury is not comparative. Tiffany & Co. is known for prestigious quality jewelry, and remarkable customer service. No other luxury brands could compare.	Law #2 - Louis Vuitton Does your product have enough flaws? We found only small, minor errors in the manufacturing/ production of this particular product at the Chicago location. The result was only a minor fold in the dart seam on the front of the dress, but does not deplete the quality of the garment.	Law #3 - Fendi Do not pander to customers' wishes. Fendi has been one of the top luxury brands for Chinese and Japanese consumers for over two decades. One common characteristic of of Chinese and Japanese consumers is that they used to be very logo driven but now they are going towards the opposite. Fendi has never tailored the amount of logos used on products or placement of logos to satisfy consumers wants or tastes.
Law #4 - Hermes Keep non-enthusiasts out. Hermes does a good job of keeping the non-enthusiasts out of their brand. The brand does this by keeping their stores in larger cities that are difficult for all consumers to access. Loyal consumers must travel to one of these stores to access products	Law #5 - Celine Do not respond to rising demand. The bag featured in the image above is a Celine Olive Suede Phantom Tote Bag that has been discontinued because of its popularity. As consumers demand rises for a product, products may be discontinued to keep the exclusiveness for their clients.	Law #6 - Ralph Lauren Dominate the client. The immaculate store environment and rich displays really set a tone in the Chicago location of Ralph Lauren. The staircase and overall environment dominate the client.
Law #7 - Louis Vuitton Make it difficult for clients to buy. This particular bad is only available on request at the Chicago location, and highly limited.	Law #8 - Armani Protect clients from non-clients, the big from the small. This location was very particular about what selection, and the lack of back stock on the floor. Because you are presumed to ask for assistance with luxury purchases, this style of retail separates the admirers from the paying customers.	Law #9 - Louboutin The role of advertising is not to sell. Within luxury advertising the goal is not to sell products to consumers but to create a hedonic, myth, and mystical feeling. Consumers need to feel that if they buy that product it will enhance their life to be like this way. Louboutin does a great job and providing this feeling through their advertisements.
Law #10 - Tiffany & Co., Chicago Communicate to those whom you are not targeting. These small shadow boxes are spread throughout the Chicago location, marketing and targeting the purchases of Tiffany & Co. products by average customers. By advertising as a Christmas gift, the brand is able to communicate to those beyond the brands target.	Law #11 - Armani The presumed price should always seem higher than the actual price. The purses at this location were so conspicuously priced (tags were hidden), but the same concept applies; the presumed price was higher.	Law #12 - Bottega Veneta Luxury sets the price, price does not set luxury. The brand sets up very few, but very expensive outfits to give a particular feel in the store and setting the pricing tone of the brand (rather than having cheap items in one location/expensive in another).
Law #13 - Max Mara Raise your price as time goes in order to increase demand. Max Mara is a very reasonably priced Luxury Brand, however increasing its prices over the years to increase demand. The cost of this jacket is $4,390.00 at the Chicago location.	Law #14 - Ralph Lauren Keep raising the average price of the product range. The average price of blazers/sport coats at Ralph Lauren has increased over the years- raising the price of this semi-average sport coat to $895.00.	Law #15 - Chanel Do not sell. Chanel does not provide easily accessible options to buy products on their website. Their goal is not to get you to buy their products online but provide the consumer with a memorable experience whenever encountering with the brand. Chanel does a good job of making sure they do not try too hard to sell to their customers which is a fundamental principle in relationship with their clientele.
Law #16 - Max Mara Keep stars out of the advertising. The particular models used in the in-store and catalog ads were average models, not celebrities.	Law #17 - Bottega Veneta Cultivate closeness to the arts for initiates. The atmosphere was very unique, yet quaint. Having a couch with literature /art that describes both the brand and its inspirations for customers to admire.	Law #18 - Prada Do not relocate your factories. The below chart displays what products Prada produces in which countries. Prada has stayed true to their Italian roots with 11 of their 12 production factories located in Italy.
Law #19 - Chanel Do not test. Chanel does not test products before production to see if consumers will be accepting of them. Chanel stays true to the brand and confident in the decisions it makes when expanding into a different niche.	Law #20 - Prada Do not hire consultants. Consultants will try to take away from the brand by cutting costs wherever possible. This dilutes your brand image. Prada may try to find calf and python skin at the best price but Prada only buys the best skins for their bags. Luxury pricing power is based on added value and uniqueness.	Law #21 - Jean Paul Gaultier Do not look for consensus. Jean Paul Gaultier does not look for consensus in anything he decides to do. In the above picture, Jean Paul Gaultier chose to use curvy women in his runway show at Paris Fashion Week, 2007. Jean Paul Gaultier is known for pushing the limits and doing the unthinkable.
Law #22 - Kenzo Do not look after group synergies. LVMH does a fantastic job at keeping each brand that is a part of their corporation true to the brand identity. This is crucial to the success of a luxury brand. Kenzo is just one example of a brand owned by LVMH that has not been the most financially successful but still an important part of the group.	Law #23 - Ferragamo Do not look for cost reduction. Ferragamo does not look for cost reduction in their products. Ferragamo is dedicated to making luxurious shoes out of luxurious products. The above picture contains ballerina shoes made out of calf-skin that cost $475.	Law #24 - Hermes Just sell marginally on the internet. Hermes does a great job at demonstrating this anti-law. On their website they have each product represented one by one. They have selective products listed on their website to keep exclusive access to their brand.

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Law #1 - Tiffany & Co.

Forget about ‘positioning’, luxury is not comparative. Tiffany & Co. is known for prestigious quality jewelry, and remarkable customer service. No other luxury brands could compare.

Law #2 - Louis Vuitton

Does your product have enough flaws? We found only small, minor errors in the manufacturing/ production of this particular product at the Chicago location. The result was only a minor fold in the dart seam on the front of the dress, but does not deplete the quality of the garment.

Law #3 - Fendi

Law #4 - Hermes

Keep non-enthusiasts out. Hermes does a good job of keeping the non-enthusiasts out of their brand. The brand does this by keeping their stores in larger cities that are difficult for all consumers to access. Loyal consumers must travel to one of these stores to access products

Law #5 - Celine

Do not respond to rising demand. The bag featured in the image above is a Celine Olive Suede Phantom Tote Bag that has been discontinued because of its popularity. As consumers demand rises for a product, products may be discontinued to keep the exclusiveness for their clients.

Law #6 - Ralph Lauren

Dominate the client. The immaculate store environment and rich displays really set a tone in the Chicago location of Ralph Lauren. The staircase and overall environment dominate the client.

Law #7 - Louis Vuitton

Make it difficult for clients to buy. This particular bad is only available on request at the Chicago location, and highly limited.

Law #8 - Armani

Protect clients from non-clients, the big from the small. This location was very particular about what selection, and the lack of back stock on the floor. Because you are presumed to ask for assistance with luxury purchases, this style of retail separates the admirers from the paying customers.

Law #9 - Louboutin

Law #10 - Tiffany & Co., Chicago

Law #11 - Armani

The presumed price should always seem higher than the actual price. The purses at this location were so conspicuously priced (tags were hidden), but the same concept applies; the presumed price was higher.

Law #12 - Bottega Veneta

Luxury sets the price, price does not set luxury. The brand sets up very few, but very expensive outfits to give a particular feel in the store and setting the pricing tone of the brand (rather than having cheap items in one location/expensive in another).

Law #13 - Max Mara

Raise your price as time goes in order to increase demand. Max Mara is a very reasonably priced Luxury Brand, however increasing its prices over the years to increase demand. The cost of this jacket is $4,390.00 at the Chicago location.

Law #14 - Ralph Lauren

Keep raising the average price of the product range. The average price of blazers/sport coats at Ralph Lauren has increased over the years- raising the price of this semi-average sport coat to $895.00.

Law #15 - Chanel

Law #16 - Max Mara

Keep stars out of the advertising. The particular models used in the in-store and catalog ads were average models, not celebrities.

Law #17 - Bottega Veneta

Cultivate closeness to the arts for initiates. The atmosphere was very unique, yet quaint. Having a couch with literature /art that describes both the brand and its inspirations for customers to admire.

Law #18 - Prada

Do not relocate your factories. The below chart displays what products Prada produces in which countries. Prada has stayed true to their Italian roots with 11 of their 12 production factories located in Italy.

Law #19 - Chanel

Do not test. Chanel does not test products before production to see if consumers will be accepting of them. Chanel stays true to the brand and confident in the decisions it makes when expanding into a different niche.

Law #20 - Prada

Law #21 - Jean Paul Gaultier

Do not look for consensus. Jean Paul Gaultier does not look for consensus in anything he decides to do. In the above picture, Jean Paul Gaultier chose to use curvy women in his runway show at Paris Fashion Week, 2007. Jean Paul Gaultier is known for pushing the limits and doing the unthinkable.

Law #22 - Kenzo

Law #23 - Ferragamo

Do not look for cost reduction. Ferragamo does not look for cost reduction in their products. Ferragamo is dedicated to making luxurious shoes out of luxurious products. The above picture contains ballerina shoes made out of calf-skin that cost $475.

Law #24 - Hermes

Just sell marginally on the internet. Hermes does a great job at demonstrating this anti-law. On their website they have each product represented one by one. They have selective products listed on their website to keep exclusive access to their brand.