Luxury brands profit mainly from cheap entry-luxury goods, not expensive items

Evidence

Micro-celebrity also employs a twist on aspirational consumption, a marketing strategy used by luxury brands like Louis Vuitton and Chanel. These companies, known for expensive products purchased by the global rich, target middle-class consumers with lower-priced lines of sunglasses and perfumes—the “entry-luxury” consumer base. This lower-level consumer is vitally important: these companies make the bulk of their profits selling 250 sunglasses rather than 10,000 dresses. — Alice E. Marwick, Status Update, 289

Categorization

• XREF: connects to: Luxury brands profit by selling Chinese-made goods back to Asian buyers — W. David Marx, Blank Space: A Cultural History of the…, 769; Luxury brands embraced bloggers who translated niche goods for mass consumers — W. David Marx, Blank Space: A Cultural History of the…, 401; Luxury brands cannot sustain exclusivity while selling at mass scale. — W. David Marx, Blank Space: A Cultural History of the…, 773 (+1 more)

Broader Connections

• Luxury brands cannot sustain exclusivity while selling at mass scale. #qualifies (0.80) — W. David Marx, Blank Space, 773
• Luxury brands profit by selling Chinese-made goods back to Asian buyers #expands (0.78) — W. David Marx, Blank Space, 769
• Luxury brands embraced bloggers who translated niche goods for mass consumers #exemplifies (0.72) — W. David Marx, Blank Space, 401