Le luxe peut être cher, mais est-il toujours rare ?

Bernard Catry

Revue française de gestion, 2007, vol. 171, issue 2, 49-63

Abstract: The world of luxury provides both quality and emotion. This emotion stems from the scarcity and exclusivity of the desired items. But is it possible for luxury houses to pursue this rarity strategy in front of the relative democratization of luxury markets? Facing this challenge, luxury incumbents do not rely only on natural or objective rarity based on the material and components they use. Progressively, they shift towards more virtual scarcity dimensions, conveyed by marketing and information policies. Analysis of this trend and of its consequences.

Date: 2007
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