ANTI LAWS OF LUXURY

SUBMITTED BY:
AKSHAY KHANNA
MBA(M&S)
SECTION-A
A-44
 ANTI LAWS OF GUCCI

o Do not sell
The store of Gucci at Somerset displayed only a few of their
bags on their window display, no advert or loud-mouthed sale
messsage were presented on the window.

o keep stars out of your Advertising

This advertising campaign of Gucci doesn’t
feature a celebrity. The campaign is focusing on the bag
holded by the Model. If a celebrity would have been involved in this
Campaign they would have taken the attention from the bag.
o Forget about positioning; luxury is not comparative
Gucci and Louis Vuitton are close neighbors in the
Somerset collection mall, and both brands have
very similar retail mixes, still they competing for business or
worried about each other sales techniques.

o Do not pander to customers’ wishes

The Gucci items in the picture contain an aesthetic
that is not decided by the customer. The designs for
products are made without external influence.
o Keep raising the average price of the product range.
One of the key principles of the luxury strategy is to keep
raising the average price of the brand. The essence of luxury
is to sell a dream of exception. Gucci -The canvas Sukey Bag
was $860 last year and went up to $990 this year.

o Make it difficult for clients to buy

The luxury brand is something that has to be earned. With luxury there
is a built-in time factor: it’s the time spent searching, waiting, longing.
Last year there was 4 -6 month waiting list for this leather shoe.
The brand is prideful from its craftsmanship and leather goods
o Do not look for cost reductions.
While most companies are working to keep their costs down,
luxury avoids this approach as cost reduction often leads to compromised
quality. The emphasis is on Uniqueness. Gucci Store in Somerset Luxury mall
is applicable to this law because the store do not offer any promotion or sale
items. Gucci items at this store never go on sale.

o Raise your price as time goes on in order to increase demand

In order to increase the demand by the upper class Gucci increase the
Price of their classic products, Such as Gucci Mini Marmont price was
$1590 before and the new price was $1690 and Gucci Soho Disco belt
Which was at $980 before, is now at $1190.
 ANTI LAWS OF TOMFORD

o Do not sell
In luxury, not trying too hard to sell is a fundamental principle
in relations with customers. In the Tom Ford campaign, the
Brand is telling customer the story of the product, but are not
pressuring them into making a purchase there and then.
In this ad campaign, the brand is selling a lifestyle.
o Keep the stars out of your advertising
The above advertising campaign of Tom Ford doesn’t
feature a celebrity. The campaign involves a model,
showcasing the Tom Ford’s latest collection and is not
deviating the attention from the collection to them.

o Do not sell openly on the Internet

All the ‘plusses’ of digital trade are huge ‘minuses’ for luxury.
Tom Ford understands this fact completely and therefore, its online store
is also made according to that. It only ships its’ products to US and not
all over the world.
o Don’t pander to your customers’ wishes
Luxury is a non-necessity made desirable on the basis of emotional asking people what they want .
In the below 2018- 2019Autumn-Winter campaign, the brand highlights that its’ collection is only for those
who are modern, edgy, outgoing women who demand attention wherever they go. It is not pandering to the
customers’ wishes .
o Forget about positioning, luxury is not comparative
Luxury is superlative, and not comparative. Tom Ford
campaign, the brand wants to create an identity of sex appeal,
glamour and luxury. The purpose of the campaign is not to show that
its’ better than the fellow luxury brands but to convey what the brand
is all about. For example, the vibrancy of the gold chains on the
shoes worn by the model signifies glamour and luxury.
o Raise your price as time goes on in order to increase
Demand
In order to increase the demand by the upper class Tom Ford
increase the Price of their classic products,
The old price breakdown of Tom Ford Private blends:
1.7oz - $195
3.4oz - $265
8.4oz - $475
The new price breakdown of the Tom Ford Private blends:
1.7oz - $205
3.4oz - $280
8.4oz - $495
o Cultivate closeness to the arts for initiate
Luxury brands are promoters of taste, like art.
Ford selected the above work from his own collection by Italian
spatialist, Lucio Fontana, to decorate his Madison Avenue store
in 2007. The artist, prevalent in Italy in the Fifties and Sixties,
is best known for making incisions in the surfaces of his paintings,
explaining, "I have constructed, not destroyed".

o Keep raising the average price of the product range:

As per the records the last and most expensive of Tom Ford's cutting-edge
statements was a grey stripe with Jacquard stitching for $5,800 with made-to-measure
available. The prices has been increased from $5165 to 5800.
They are able to do so because they are providing more valuable products to the customers.