The premium strategy is an eminently comparative strategy. It can be summarized with the adage:

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The luxury strategy aims to create maximum brand value and full pricing power by exploiting all the intangible elements linked to the brand identity, such as tradition, country of origin, artisanal history of production, limited runs linked to the scarcity of precious raw materials, prestigious customers, etc.


Fashion strategy is a totally different business model: here time is not a bahrain phone data determining factor; fashion sells by being “fashionable”, that is to say a transitory value, subject to programmed obsolescence, to use an expression borrowed from high tech. We have discussed how fashion marketing works in a series of articles. To learn more, you can start here .


“pay more, get more”. The objective is to identify, through comparisons, benchmarking , quality/price ratios, the best product or service within a given category.
The luxury strategy is the most efficient and the most effective. It is distinctive of the sector in which it was born and developed and is rarely adopted in other markets. To apply it concretely, according to Bastien and Kapferer (2012) it is necessary to apply 24 anti-marketing laws of which we provide the complete list below.