Part 1 focused on supermarkets (coffee, laundry detergent). Luxury brand managers argued, “That doesn’t apply to us. Our customers are loyal.” Using data from car manufacturers and high-end fashion, Romaniuk shows that luxury buyers are less loyal than mass-market buyers. They are “category enthusiasts” who buy multiple luxury brands. To grow a luxury brand, you must increase light buyers , not pamper existing owners.
The conclusion is consistent: The physical and mental availability principles that rule a supermarket aisle also rule a luxury boutique and a car dealership. How Brands Grow Part 2 Pdf