Luxury giants face the paradox of trying to sell what is supposed to be exclusive; hyper-segmentation and renewed scarcity are the answer. Image courtesy of Louis Vuitton
Luxury hyper-segmentation: Avoiding the ubiquity trap
Posted By a Luxury Daily columnist On In Featured,Industry sectors,Marketing | No 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Rb9Tgc9FNQJPCYlezC799tRgslYr+8UkMiJv7Yo\/QcQY4Uboua9Mi43GlBwGThT6upJqSF+zAGI9q2ejeXvooONb0vptpOiaEiFwqJUaVQn40Nw6q+FbnPeNpYzAi6dsrLv3EWRXUbdzQuilVLIvaRR2gbWWGQ70CtDjopwgAYtCez12VwICvgX7wE6BOtEIObwKBL\/RAb5hRr1\/l6V5m0EfFS6SdcSvXYFNhONg6D+2uertL856WO2XMTx+dDtyiUX0jLVgi9RgCROvaJjCNQpd3r2OEEnRRoh1gG6dDu0F0djOLOuKopkFDNnCGPxjoJUrmiBmlujt9afhgJRC9RpiPhJ2RFTUwHHdPhX3T45hsk7BFk7o5gr4x6OFI+bWvC9qcLAHSJ53cEKzMAVKQC\/GTNkyb1\/rzBkBtqB04gikH0ef0P32LHKkWzl8Mcp0KYcczMmuvHRGrffXELr3VAVwgK6S1JXGtNocmKnzjSDa9UZ36z1qSfprNxCtszZAYdr3zi\/voLa9HS8MQNUqn76fdBxgUDJM4TVTAyC9mfpQobyFN2R9kdkF\/dp7308m3AhTzeA4nhPVGyQdUOrQFnLOOYe2qFglB3cBU4VVGCHADhpeVBBh7QOzqRpS107ntv5fIigTCr3OkhCGREtU2+AJLlk9ZUFk1mLebTmM6yENiwUEt3wvApkNznAw8uYVK0h6lS0DYwF5dxGgqgYpC9sPpBUT5E7X7Gxvz8ggLOZ2BWCxTStjO5YYC8L3ZF1tIZhmQCB5SxJ4h8kisYxCVcTfuEzQbCXiwEcYcGpO\/WyNeeDahPk6TLD0F6b5lKvMPMuAJCoAaH08iaGJx0KhtyL76v2Vi8T1gKMxx79YQdJXtNh0VpUEIPKTWmVTXzPYsOJgeIlovpUE3scKHp0ec18OPBeC1Jiz4q6nUykNB76CyFWFYiQQc2elSGFCTiFHuoCSfR1koElRsWrRu\/\/kswJe9+g14teKU2Rh\/ZfdvlOJ8p1h+wRQLMEIB8t\/sc9P8ivqr+Q7SYe+zuFRkYWR2GlZimtWBHENNPPOSopitrkDC3tLw4EqQVdVPHJeCLNiHMPgpfvqYjd+mgnFN1f9pxttKFnFSJd9\/WVn0RC2U85tzsi60Yn+AEkAet97g9QIBM7Je6MA5xmu5\/SVjC161cIMRolWJRgG66YY+gs\/wrZqiFtKsRkeEZjo8\/tT6XUGyKZpDRnKFbI6Po++d+v8FbUp1NHXqR7i6zWxe+OMgEeYviq1Q1KodDQ7s6jSS4UkV95pBAPsF4iMP9AfCadm90DfV0YfMrxi2qHeZJ3+n9eavajGlHzSld29fOgvLCh4+1AJzhh4hqar4UpXrLyOEzujji\/SB3X1xnsQ4xJNY98+EqRX0P5XD73O4CmvjI7M3RqR4KDK77TGMNLaCWNsQNT5\/8zq1vCZPFF8k0SCzPDPBAlbwWI913rmlBHDk+FAfZnPS2rw89NBV4wu\/3ZPvQKgi969pQ9GAb+0tc8ToAmB+EiYKF2u7wDsXsjLvqq93NplE6QMl2S+HV0S8prGNRSakDNOjU4aoukA\/+9TwUWxvTir4yWnBSQa1RLyhQBulYU85oNvYxGd7bYg+FaWnuZ5SxfZxV8uFRo3WHdp825ltHmLtoS70x6BR7yGxMINEXug0W2xEBCfwO+BgTjN405+p+RGHvOYaltmI5pLos1FMixgXCtz5b4ip\/gjf+OJkcjeeZ5ptyXs6xvbroPBPlX49aTEJ0kyg7kGMXWeqmozL2kVJKfB3pg0AnmeR9O0czIFnW1vZP3JNivbmcCLkasW2SqxDQ3ccdLFce7A1Rs92866upq7HyrGS929DZs2rwKMCFGS90\/a46GGWmKE1ObeckJ\/YMpkg2I4mVuckPnpePo33OoV1zsqz0QulkwmecWnQ\/PT58+OuGwHZLP3JAj\/LJopngHawWr+wjs13Yx3T+XqZPoCJnBngu9NQYJfbA4tZFyCEAXBFCn7+0XZyDaBzIWCT\/Pwf3tBsupknYd6aEmKGUPHcEYo2JzL3hI4ISHEFsSi4fVlc3VAQ4aVrgSnCX14w7FYdkgRgg9inNVar9gUzlVAbQxwPvPAFHKg7TVStDFe83DJyojcI+B52kWmRdSZAjjAKhCGROfzTD+9VKAFkyKk9h8fixP1RrN5NQD+B1FDo54DLKbztbpIxK+xiH3dxx\/TSGx5D9TrpzPn5bZf86J7PhYiuPvhJ0rKK74pvTcb2tCxi5zNIKg\/aV1Rfy19M0VJsuiyGvu6cIWC4hSaI9exz0yfBVsjIzIXZ0K4F+KK8p1iQPEWrh0\/Q0ec1uj96nG5wqHd80J8OwxPdD0p1Ie33bb5Dzn3XJs1GUu\/c1Yt8ZkgJeR7Np5IivA8hl23tKbN6cir+nWKwz7CJkrTl1WessY5zmg6z70gZ9Xn2CxcvQcCnLl30RgRhAhr6XaJZHyF4CV6zK1z6CuGMN0o67\/mOllGYXAPKQOa+I7zidpdS3SWL0jo0UPW0\/qxkdC1r85OlVxwbrX75ZEN6U\/p3UDsMJvoHJE6uIDRKWbP3i\/dzs1DPrQG84DKUGk5Xzm0ZI+Ew1ob9Lwq0lrCZx5COk1QDIP+N6pKH46Ym9w59qJ5XaPhz+70xsCWhge+4sl6xU5YW02LL17P4uCuwRhcuMd8IiguRE76wIOLSLidWsAqF2gOXvQWZfaQ7sIaLwhe4DoMw+mWRyanlnKP4SstDBFZqjcAGZRLnA+a44RG4aDSn9Ef4MMJWzj4G7f\/3XZPWQYK3BXoWgiQdrXuwc5ntdjCpJIayQHm0XU9ANkUvHBKN\/YqoC8X7SQuuMZ5E43nrZMA12EelneQ3Terodm8ZwPczmqiiFzepCPsZ8yISLYe+2Fyz+TceksTHceg2bI8JpyyiDxT2S46K12AnztF1ktUiq6sFqKz5Xg+mAIiQENpkyulvpYUXoZJeMsKSv6aDhkjiZHnU673LF00KuKoELWzC2Reftifd8zTT9xFHOWT2lC7btZtFGHP1mw\/SRPQrawvuPRw+WzEg==","iv":"61195c25b485a276adf085f55c8aa565","s":"e486b0ea4a76da5d"}