WSJ Business | Retail | Heard on the Street
Has Luxury Lost Its Shine?
Customers are complaining that they are getting less bang for their buck at the luxury store
https://www.wsj.com/business/retail/luxury-...share_permalink-One study found that for every $5,000 increase in the price of luxury goods, the brand’s logo shrinks by a centimeter. In other words, the guy wearing head-to-toe logos is unlikely to be one of luxury’s biggest spenders.
-“Prices were used as a way to cope with an avalanche of demand for luxury brands during the pandemic,” says Luca Solca, luxury analyst at Bernstein. “But if customers have to pay higher prices, you have to give them something new and surprising.”
-But social media is making it harder for luxury brands to maintain exclusivity. “Social media makes it easier to see what others are wearing, but when part of what you are selling is scarcity, that can be challenging,” says Jonah Berger, a professor of marketing at the University of Pennsylvania. “Things can feel less scarce, and smart companies are trying to think about how to manage this.” One way to lower the risk of overexposure is to sell fewer items at much higher prices.
-The problem is, brands’ shift toward democratization has made them much more reliant on comfortable, if not rich, consumers for a huge chunk of revenue. More than half of the luxury-goods industry’s sales are from shoppers who spend less than $3,000 a year on designer products. Alienate them with price hikes and sales will inevitably suffer.