Module

The essentials applied to the sector

Core luxury marketing principles: desirability, clienteling, selective distribution, and the exclusivity versus digital tension.

4 lessons • 600 XP available

Lessons

1
The desirability paradox: why luxury sells less to be worth more

Understand why scarcity and restraint increase luxury desirability and value.

+150 XP
2
Clienteling and the art of the one-to-one relationship

Build personalised one-to-one client relationships through clienteling.

+150 XP
3
Selective distribution: controlling where and how the dream is sold

Control where and how products sell through selective distribution.

+150 XP
4
Digital reach versus exclusivity: resolving luxury's core tension

Resolve the tension between digital reach and brand exclusivity.

+150 XP