How can VR amplify luxury brands?

One of the most influential books about luxury and brand management is The Luxury Strategy Marketing Brands by Jean-Noël Kapferer and Vincent Bastien, especially because it unveils the counter-intuitive principles that enable high-end brands to have tremendous pricing margin and influence.

As business gets global and purchasing power increases, principles of luxury branding can be applied to relatively new technologies such as Virtual and Augmented Reality in order to reach new market segments and demographics.

Still, in preserving luxury brand’s image, we should always bear in mind Kapferer’s words, “A luxury brand must always be seen to be restoring the gap, re-stratifying, and as such it is acting as a visible agent of meritocracy”.

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