The answer is yes . As we already know, the most important thing for a luxury brand is its perceived value . Without this factor, it could not be called “luxury”. Something that characterizes these brands, in addition to the quality of their products, is the exclusivity and shopping experience they offer.
In this season of 2024 sales, I have realized the way in which these luxury brands can offer discounts without affecting their tone of communication and brand perception to the audience, using 2 infallible strategies :
- Offer discounts for exclusive members . Luxury brands offer exclusive discounts to their most frequent buyers, either through personalized discounts with special codes or a gift previously given thanks to a previous purchase.
- Exclusive sales in your online store for previously subscribed users. Another important factor to keep in mind is that these discounts do not have a long duration, since they are for a limited time and are only available once or twice a year maximum.
- Extra: They do not use paid advertising to announce their sales. Surely at some point you have already seen a discount advertisement from a luxury brand, but in general this is not the case. The most common thing is that well-known pages such as Vogue , which has prestige in the world of fashion, create an article about the featured products on sale and in this way increase the perceived value of the brands.
However, there are brands that have such a consolidated perceived value that they can choose to have their items in their own outlets, since the consumer will always think about the brand and what it represents, not its price. For example: Louis Vuitton and Gucci Outlet .