Luxury is now a price-point. I restored a back to a single family in Boston and refused to use the word luxury as it has no meaning any more. I used 'Classic townhouse'. The price for Luxury is similar to the difference between a 'condo' and a 'residence'.

Reading this brought back memories from my old days as Director of Marketing for several PM companies. As an experienced marketing professional, it would drive me nuts when I'd see a B or C+ class property advertise itself as "Affordable Luxury." That's an oxymoron. Like "Check out our giant shrimp. LOL. I don't believe a property can nor should be positioned as affordable and luxurious. I'm from the "be honest" school of thought - create integrity with accurate positioning and messaging based on a real competitive advantage. Today's consumers can see through marketing-ese.

I had a property in my portfolio in the late 80's that made the national news 7 days in a row ( for all the wrong reasons), and all I could hope for was that they WOULD use the word LUXURY!

When "luxury" was added to vinyl flooring that should tell you everything you need to know.

Well...it's what our customer thinks that matters...If there is a huge gap between what you are representing and the words (that they have typically found online to create a visual AND expectation) you are using to describe your product, you have a problem. Look at your target market and the language that sings to their unique buying buttons.

Charming