As I read this article, I reflected on a recent experience I had whilst shopping in Christian Louboutin. There was not one pair of shoes on sale but yet in the half an hour I spent in there browsing, the amount of people that walked in, tried on a pair of shoes and made a purchase was astounding. And this was both male and female. The sales staff truly knew their stuff when I asked about a pair of shoes from what type of material it was made from, how I should care for the leather and the inspiration behind the design. This truly meets the definition of a luxury brand in my mind. Do you consider yourself a luxury brand and do your customers share the same view? Today's consumers have come to expect that everything is on sale and never to pay full price. If everyone one stopped having sales every other day of the week, would this change consumer behaviour?
The only way to stay in business, whether you are a luxury brand or any other retailer, is to stay true to your brand heritage, do the hard work of retail sales training to engage today’s jaded consumer, and make the sale at full price.