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Anonymous
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.
Posted 5 years 1 month ago
Dennis Smillie
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!
Posted 5 years 1 month ago
J.F.L.
When "luxury" was added to vinyl flooring that should tell you everything you need to know.
Posted 5 years 1 month ago
Suzanne Hopson
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.