October 26, 2016
Scenes from Louis Vuitton's autumn/winter 2016 collection show
By Ana Andjelic
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It’s true. Desire for luxury is never enhanced by discounting – rather discounts diminish the value of the brand. Why? Aspirational brands are distinct from value items. They are not purchased because they are cheap but because they are exclusive. A luxury brand that takes adopts value pricing will lose it luxury status.