Luxury Brands Are Sold on Fantasy

Luxury brands are sold on fantasy. In luxury marketing, a luxury customer can never be made to feel they know the whole story. The purchase of luxury item says very interesting things about human nature. Essentially, regular products make you feel good, but luxury brands make you feel special. While price sends out a powerful signal, the luxury pricing equ sion is based on how the product quenches a fantasy and takes us to a place outside our day to day existence.