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One of the major anti-marketing laws might seem like an insult to the teachings of classical theory that prescribe customer orientation and careful listening to the consumer first and foremost. Luxury brands, however, follow other logics, which privilege dreams over urgencies and do not worry about responding to problems and needs. Luxury is a “ non-necessity made desirable ”: it sells emotions, aspirations, projections (self-elevation, pleasure, recognition). Then there is a structural reason why traditional marketing could not work in the luxury strategy: using market research to photograph consumer behavior and expectations leads to a flattening on the average.

“But luxury has to be different. Luxury brands are cultural forces. Luxury is bahrain phone data about educating taste. That’s why it flirts so much with art, especially the most avant-garde art. Luxury brands don’t aim to be popular (i.e., appreciated by everyone today), but instead aim to set the enduring standards of taste for tomorrow.” (Vincent Bastien, article cited)