If you have to ask how much that fabulous Gucci bag costs, you probably can’t afford it. And the salesperson will be annoyed if you ask. But according to a 2014 study, the snooty air of superiority connected with high-end products may actually be good for business. A study by the University of British Columbia’s Sauder School of Business published in the Journal of Consumer Research contends that consumers who get the cold shoulder may be even more motivated to purchase luxury goods from retailers like Louis Vuitton, Manolo Blahnik, or Prada.
In the study, salespeople who were aloof, or even downright rude, often ended up making sales to customers eager to be part of an elite class, much like a high school clique. “Our study shows you’ve got to be the right kind of snob in the right kind of store for the effect to work,” said researcher Darren Dahl.
Nine strongest brands online:
- According to Business Insider, Ralph Lauren, Michael Kors, and Coach topped the most successful luxury brands online in 2016, as ranked by market share. The top 5 finished with Louis Vuitton in fourth and Gucci fifth.
- Rounding out the top luxury 9 retailers are Chanel, Burberry, Hermes, and Louboutin, in that order.
- These nine retailers accounted for 76.7 percent of the online traffic in the luxury category. In 2015, the sale of luxury goods worldwide totaled $282 billion USD.