Maurice Ajanaku on LinkedIn: #luxurystrategy #exclusivity #scarcityinluxury #luxurybranding #hermès…

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💎 𝗧𝗵𝗲 𝗺𝗼𝘀𝘁 𝗽𝗼𝘄𝗲𝗿𝗳𝘂𝗹 𝘁𝗼𝗼𝗹 𝗶𝗻 𝗹𝘂𝘅𝘂𝗿𝘆 𝗶𝘀𝗻’𝘁 𝗱𝗲𝘀𝗶𝗴𝗻, 𝗽𝗿𝗶𝗰𝗲, 𝗼𝗿 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴—𝗶𝘁’𝘀 𝘀𝗰𝗮𝗿𝗰𝗶𝘁𝘆.

Luxury brands don’t just sell products—they sell 𝗮𝗰𝗰𝗲𝘀𝘀. The harder something is to obtain, the more desirable it becomes.

1. 𝗧𝗿𝘂𝗲 𝗥𝗮𝗿𝗶𝘁𝘆 – Some goods are naturally scarce, like Domaine de la Romanée Conti wines or Patek Philippe’s Grand Complications.

2. 𝗖𝗼𝗻𝘁𝗿𝗼𝗹𝗹𝗲𝗱 𝗦𝗰𝗮𝗿𝗰𝗶𝘁𝘆 – Brands like Ferrari and Hermès deliberately limit supply to elevate exclusivity.
 
3. 𝗣𝗲𝗿𝗰𝗲𝗶𝘃𝗲𝗱 𝗦𝗰𝗮𝗿𝗰𝗶𝘁𝘆 – Nike’s sneaker drops or retired luxury designs create the illusion of rarity, fuelling demand.

Scarcity works because it 𝗳𝘂𝗲𝗹𝘀 𝗱𝗲𝘀𝗶𝗿𝗮𝗯𝗶𝗹𝗶𝘁𝘆, 𝗶𝗻𝗰𝗿𝗲𝗮𝘀𝗲𝘀 𝗽𝗲𝗿𝗰𝗲𝗶𝘃𝗲𝗱 𝘃𝗮𝗹𝘂𝗲, 𝗮𝗻𝗱 𝘁𝘂𝗿𝗻𝘀 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀 𝗶𝗻𝘁𝗼 𝗰𝗼𝗹𝗹𝗲𝗰𝘁𝗼𝗿𝘀. But when done wrong, it backfires—𝗳𝗿𝘂𝘀𝘁𝗿𝗮𝘁𝗶𝗻𝗴 𝗹𝗼𝘆𝗮𝗹 𝗯𝘂𝘆𝗲𝗿𝘀 𝗮𝗻𝗱 𝗱𝗮𝗺𝗮𝗴𝗶𝗻𝗴 𝘁𝗿𝘂𝘀𝘁.

The strongest luxury brands master the 𝗯𝗮𝗹𝗮𝗻𝗰𝗲 𝗯𝗲𝘁𝘄𝗲𝗲𝗻 𝗲𝘅𝗰𝗹𝘂𝘀𝗶𝘃𝗶𝘁𝘆 𝗮𝗻𝗱 𝗮𝗰𝗰𝗲𝘀𝘀.

Do you think scarcity strengthens a luxury brand—or is it just another marketing tactic?

#LuxuryStrategy #Exclusivity #ScarcityInLuxury #LuxuryBranding #Hermès #Ferrari #Rolex