Vuitton bags the affluent customers

Purpose – To present some of the strategies companies adopt to persuade customers to pay the huge prices that the luxury end of the market can command. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – Selling expensive goods to people who can well afford them may sound easy, but when it comes to parting with their hard‐earned (or, in some cases extremely easily earned or even inherited) wealth, the luxury goods market can be as competitive as the one that caters for those of us who come much lower down the disposable income league Originality/value – To be aware of the risks that luxury goods manufacturers face in focusing on customers who, far from being part of the mass market, are relatively few in number.