> he already wanted to buy it before he even stepped in. So not only is your job easier than the guy in the Honda dealership, it's also much better paid.
Luxury brands spend millions on marketing and brand awareness. In some sense, all the "sales work" have already been done before a person sets foot into a Bugatti dealership. Reputation takes decades to build but just a few missteps to destroy. Brand is way more fragile than people think. As soon as Bugatti stops making great cars, they'll fall into a place where they can't compete in the luxury market, nor the mass market Japanese car brands like Honda or Toyota.
In that sense, luxury fashion seems to be a easier market than watches or cars. You don't need an innovative engineering team. Just spend millions on marketing to uphold the common narrative you are a luxury brand. And that shirts with your logo on it costing 10x more than a similar product at say H&M, is not only justifiable, but sensible.
> When was the last time you saw an ad to buy a Bugatti Chiron?
Ads don't just have to be a photo on a billboard, though, or the entire thing of influencers wouldn't exist.
How many times has the Chiron been on Top Gear - I reckon at least three times (I can remember once in the Clarkson era and another time in the Harris/Le Blanc era; the magazine's had one at the Nürburgring at least once)? Sure Bugatti's letting them loose with a multi-million euro car out of the goodness of their hearts.
How come you know about the Bugatti Chiron? Did you even saw one for real in your life?
The simple fact that you (and me, and everyone else here) know about it show that people in marketing are doing their job.
I don't remember seeing an ad for a Bugatti Chiron, I am obviously not the target market, but I stumbled upon an ad for a private jet! Also other luxury cars and watches that make Rolex look like child toys. I was when I worked in a helicopter company and someone picked up a magazine from the showroom where customers get their helicopters delivered. The content was out of this world, I remember an article on the merits of private jets over travelling first class (I guess anything less is unthinkable), with purchase recommendations. So the ultra-rich get their ads too.
Luxury brands spend millions on marketing and brand awareness. In some sense, all the "sales work" have already been done before a person sets foot into a Bugatti dealership. Reputation takes decades to build but just a few missteps to destroy. Brand is way more fragile than people think. As soon as Bugatti stops making great cars, they'll fall into a place where they can't compete in the luxury market, nor the mass market Japanese car brands like Honda or Toyota.
In that sense, luxury fashion seems to be a easier market than watches or cars. You don't need an innovative engineering team. Just spend millions on marketing to uphold the common narrative you are a luxury brand. And that shirts with your logo on it costing 10x more than a similar product at say H&M, is not only justifiable, but sensible.