The luxury category doesn’t stand as aspirational only to the consumers it serves: Brands of every size and from all industries desire a taste. For good reason — high-end brands have attributes, an appeal and an attitude irresistible to fans. Knowing what makes these remarkable brands the top of their kind can help your own company create a more desirable brand and better reach customers.
In truth, the percentage of brands in this coveted category is small. While a market for offbeat, expensive items usually viewed as a necessity exists (such as Theodent 300, an average-sized tube of toothpaste selling for $100), the chances of turning paper towels into a decadent purchase from a fundamental one are slim.