Selling Luxury to Penny-Pinchers

Consumers are cutting down on excess, forcing marketers to take a new approach to selling luxury.

It’s time to be more rational, notes Bert Helm in a BusinessWeek article: “Forget the usual talk of indulgent luxury. Instead companies from General Electric to Lexus are employing sober, left-brain pitches – special deals, useful features, long-term savings.”

Indeed, during these trying times, marketers must focus on value, practicality and durability.

Read: Advertisers Adjust to Market Luxury in a Recession.

One response to “Selling Luxury to Penny-Pinchers”

  1. Julie Pender says:

    Poor rich people need to get practical. :)

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