brand strategy

Luxury has always communicated something beyond the object or experience itself. Status, taste, access, position within a hierarchy that does not need to be made explicit to be understood. These signals are embedded in brands, materials, locations, and the particular grammar of how luxury presents itself. For decades, this outward-facing function has been central to […]

Luxury has always operated by a different logic than the rest of the market. Where most consumption responds to price, luxury responds to meaning. The relationship between cost and demand runs in directions that conventional economics finds awkward. Price increases can strengthen desirability. Scarcity enhances value. The signal carried by the purchase often matters more […]

Consumers aren’t being irrational. They’re being adaptive. Kim Hatton on why customer behaviour has changed and what that means for commercial strategy and pricing models.