The Lure of Luxe: Climbing the Luxury Consumption Pyramid

by Jordan Phillips

In the past, an upgrade in status would have remained a dream or just become the reality of a few. But today, upgrading socioeconomic status is commonplace, mostly in emerging markets. In the nineteenth century, self-appointed tastemaker of New York society Ward McAllister claimed that four generations were necessary to breed a gentleman. Today, due to rapid wealth creation and accumulation, the digital revolution, and the relative ease and affordability of travel, the process of developing a level of taste that is deemed acceptable by high society has been sped up dramatically.

Luxury is relative at every level of society. While Michael Kors might be one woman's Gap, the brand might be the ultimate splurge for another woman. What marketers, retailers, and the media tend to ignore is that very possibly describes the same woman, just in different phases of her life, geography, and socioeconomic status. The Lure of Luxe explores the metaphorical climb up the Luxury Consumption Pyramid, which determines how and why a client will spend. The book provides a new way to think about marketing to this elite segment, and offers best practices across a variety of marketing tactics.

256 pages, Paperback

First published July 14, 2012

About the author

Jordan divides her time between Laguna Beach, Marfa, and Paris. She is the author of five books, including Buy Less, Buy Better and Inspired by Paris: Why Borrowing from the French Is Better Than Being French.

Jordan holds a master’s degree in fashion marketing and management from the École Supérieure des Arts et Techniques de la Mode (ESMOD) in Paris, and a bachelor’s degree in journalism from California Polytechnic State University, San Luis Obispo (Cal Poly).

For more information, please visit www.jordanmphillips.com.

Reviews

[Kendall Ley · Rating 5 out of 5]

Anyone with an interest in luxury, fashion or marketing should read this book. It will change the way you perceive the luxury industry! It's informative, yet not boring or overly academic as so many marketing books are.

[J · Rating 5 out of 5]

Great read for anyone in the luxury field

[Susan Olesen · Rating 1 out of 5]

Honestly? This book sucked. If you are going into a field where you are marketing high-end luxury items, you will enjoy this book. Like a business how-to, this book focuses almost entirely on how to market high-end items to people, how to make use of websites, how people should be enticed. If you want to learn about or read about all those lovely items you crave, don't bother. It's not about the items, but only on how to sell someone the items - complete with little chapter summaries on how to sell, sell, sell to people. I could not finish it. Boring as hell.

[Rolando · Rating 5 out of 5]

A book for brand decision makers. This is a very very useful read to understand several faces of luxury industry worldwide (at least, at the most important markets for luxury products).
Although this book was in my list for several years, I regret not to read it before. It's absoletely straightforward and interesting. Mrs. Phillips writing style is quite in sync with the topic and includes several sources to further reading and research.
I encourge any luxury management student to read it.