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The Marketing Strategies for Luxury Consumer Behaviour: Evidence From Practice
Abstract
This chapter uses real-world examples and case studies of global luxury brands to examine how marketing methods affect high-end consumer purchases. Many psychological, sociological, and cultural factors affect luxury consumer behavior differently from the average customer. This chapter examines how these factors affect the need for uniqueness, customization, and history in high-end items and how financial and technical advances affect client expectations. Brand narrative, rareness, consumer customization, and selective digital involvement are studied. The chapter also discusses how high-end labels use influencer marketing, sustainability, and exclusivity in a digital market. Famous brands including Stella McCartney, Louis Vuitton, Gucci, and Chanel have used similar strategies successfully. We discuss eco-luxury, virtual experiences, and how AI could personalize luxury buying at the end of the chapter. This exploration shows that premium organizations must adapt to shifting client values while preserving their core to stay relevant and appealing in a competitive market.
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