Luxury brands providing a service need to be acutely aware of their added luxury value proposition – or risk losing wealthy customers by missing the point. Photo: @freestocks/Unsplash
Luxury brands providing a service need to be acutely aware of their added luxury value proposition – or risk losing wealthy customers by missing the point. Photo: @freestocks/Unsplash
Daniel Langer
Opinion

Opinion

Daniel Langer

The one pricing mistake luxury services make? Misunderstanding the concept of ‘added luxury value’ and how it affects what a customer will pay, even for premium services

Checking into a US$2,300-a-night hotel like Malibu’s Nobu Ryokan doesn’t just come with an expectation of superb facilities, but to be made to feel a certain way – it’s this that brands often get wrong

Luxury brands providing a service need to be acutely aware of their added luxury value proposition – or risk losing wealthy customers by missing the point. Photo: @freestocks/Unsplash
Luxury brands providing a service need to be acutely aware of their added luxury value proposition – or risk losing wealthy customers by missing the point. Photo: @freestocks/Unsplash
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