67 / 5000 Résultats de traduction At what price does luxury begin? Consumer perception

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Downward extensions fuels the continuous growth of the luxury sector and the introduction of product lines at accessible prices. Does this blur the traditional concept of luxury associated with expensiveness? Focusing on consumers’ perception of the minimum price for a luxury product in 21 categories and seven countries (n=8,376), we observe an extreme dispersion across consumers in terms of where luxury begins, with a large majority citing very low price frontiers. Also, each consumer provides consistent answers about the different categories. Such answers indicate that today expensiveness is a relative concept, as is luxury more generally. The degree of immersion in luxury and financial resources influence the luxury price frontier of each consumer. These results suggest a continuum from the “happy few” to the many less privileged. This extreme heterogeneity across consumers is good news for luxury groups. Such heterogeneity offers a large choice for development strategies from traditional luxury to the new luxury.

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