Operationalization of Luxury Products


A typical Exemplar of a Luxury Product: The “Kiss Kiss Or & Diamants“ by Guerlain


Symbolism Design and


Extra- ordinariness Reminds on 3 dices Rarity


Only 100 pieces; personal lip stick color and gravure


Aesthetics Classic, time-less design; brand image Price Constitutive


Characteristics of Luxury Products


Quality


helps to conceal signs of aging, to be free of duties and


limitations of space and time;


its design helps to forget its purpose


Source: Trommsdorff/Heine (2008) Das Marketing von Luxusprodukten. In: WISU, Issue12., pp. 1669-1674; Heine, K., The Concept of Luxury Brands., TU Berlin, www.conceptofluxurybrands.com.


Technische Universität Berlin Department of Marketing Professor Dr. V. Trommsdorff


Klaus Heine – The Concept of Luxury Brands 41


Made of diamantes and precious metals by a French


goldsmith 45,000€


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