Mystique of Luxury

Luxury brands by their very nature are exclusive. This exclusivity extends the mystique. Luxury has to be limited edition. Mass production would make it common place.

Balancing

According to Vir Saghvi, the challenge is to balance the demand for luxury from a tiny minority of Indians with the demand for basic living standards of the majority.

Adaptation

Louis Vuitton bags Bvlgari watches may have been I India for years but as their demand increases in view of India’s changing economy, their sales would go up if they are adapted to the local needs. Any foreign luxury brand must adapt to Indian tastes. Italian designer Giorgio Armani’s famous Armani brand has recently included a sherwani in its latest collection. Feraagamo is making footwear studded with traditional Indian jewellery. Luxury was formerly American, then Western and now globalized.