PRESS RELEASE

The September issue of Luxury Business newsletter is devoted to debunking one of the great luxury marketing myths: That exclusivity is critical to maintaining the allure of luxury brands.

The reality is today's democratically-minded luxury consumer rejects the traditional concept of luxury derived from European aristocratic ideals. Exclusivity, in and of itself, brings very little luxury value to the American luxury consumer.

From the European perspective, luxury is a privilege of class and status and what makes luxury more luxurious is that it is unavailable to the masses. Luxury marketers that emphasize exclusivity reflect 'old luxury' thinking, and are out of touch with today's 'new luxury' consumers who believe the luxury is for everyone and different for everyone.

Exclusivity is not motivating to luxury consumers — Luxury consumers yearn for more specialness
Exclusivity for the sake of exclusivity, as expressed by the European luxury ideal, is not what American luxury consumers value, rather it's an exclusiveness derived from the ability to express a personal point of view, an attitude and one's uniqueness. Exclusivity is not a word that communicates a positive association with luxury consumers, therefore it isn't a word that we in the luxury marketing arena should throw around as freely as we do.

So the challenge for luxury marketers in the American luxury market is to deliver greater exclusivity by making the luxury consumer feel special and unique, but never let it morph into class snobbishness or arrogance. Luxury marketers have to give their consumers an exit ramp off the 'mass track' that creates a mystique and an appeal without the negativity of exclusivity muddying the waters.

The 'new luxury' opportunity is to turn exclusivity positive
Luxury marketers need to replace this concept of exclusivity by focusing on the positive expression of individuality, personal identity, and life enhancement for the consumer, rather than the negativity of exclusiveness. The lesson then is for luxury marketers to turn exclusivity positive.

It is not about excluding someone from having this item, this brand, or shopping in this store; it is about turning this item, this brand, this store into something more special, unique and life enhancing to the individual. It is a subtle shift in emphasis from the negative leaning "exclusivity" to the positive trending "individuality."

It is the difference between putting up a stop sign that says "Do Not Enter," to putting up a sign that says, "Turn Here for Something Really Special." This shift in emphasis will reap rewards for marketers that are attuned to the independently and democratically-minded, non-materialistic butterfly consumers who are coming to dominate the U.S. luxury market. Their value system simply rejects snobbishness or anything that resembles it — like the idea of exclusivity.

Godiva Chocolatier's new G Collection expresses an enhanced luxury proposition without going negative
The way Godiva Chocolatier is positioning its new ultra-premium G Collection line is a case study in spinning exclusivity positive by delivering enhanced luxury values to a highly discerning audience that can appreciate the difference.

Click here to order the latest copy of the Luxury Business newsletter, as well as the coming six issues, http://www.unitymarketingonline.com/reports2/luxury/luxury2.html

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For media: Charts, tables and graphs of research available upon request.