Anti-Law of Luxury Marketing #1: "Forget about 'positioning', luxury is not comparative"

Anti-Law of Luxury Marketing #1: "Forget about 'positioning', luxury is not comparative"

Often one of the first pieces of traditional business-building advice you’ll hear is to focus on your “positioning” or your “unique selling proposition” vis-à-vis the competitors in your field.

In luxury, we want to do the opposite.

As Kapferer and Bastien note:

"Luxury never compares itself with others. It has no referent but itself and the extraordinary standards that it has set for itself, and of which each object aspires to be the worthy heir. Hence the notions of heritage, respect for tradition, faithfulness to values and know-how, etc. In order to appreciate the object at its true value, it is necessary to know it, otherwise it is just a piece of merchandise. Can you compare a Porsche and a Ferrari?"

Check out the 8-minute video for more.