Luxury is a business model. This has been empirically fine tuned through time by those luxury brands that dominate the pantheon worldwide: Louis Vuitton, Chanel, Gucci, Hermès, Ferrari, Rolex and so on.
These companies, many of which are still family owned, have crafted a unique common business model, a pillar of their resilience and profitability. This business model runs contrary to most present business models in any sector. It rests on strict principles that maintain the uniqueness of luxury and preserve the non-comparability of those luxury brands that stick to it. Here are a few examples, some of which have been called the anti-laws of marketing:
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