I don’t know when luxury retailers will get it, SALE is a bad four letter word! It is no shock to me that Saks Inc’s fiscal second-quarter was less than favorable. After all Saks started to markdown almost everything! Luxury is a perception and discounting luxury is not a smart branding approach.
The company has said it plans to retain its status as a luxury retailer, but it was looking to sell a greater amount of cheaper name-brand merchandise and turn its outlets into something more than just a way to offload excess inventory.
It takes more than a SALE to really target and reach a high-end consumer. Those who shop luxury do so for the experience and price points should never be used to attract big spenders. Try a Special V.I.P Offer oppose to having a SALE!
The delivery message of a luxury PR campaign is vital to achieve a successful outcome.