Luxury Marketer
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Marketing

Growth mirage: Are luxury consumers buying more – or paying more?

April 30, 2026

Chanel Paris Fashion Week Spring Summer 2019. Image credit: Shutterstock Chanel Paris Fashion Week Spring Summer 2019. Image credit: Shutterstock

 

By Mickey Alam Khan

There is only one business worldwide where the bulk of its growth over five years came from more price increases than unit sales: luxury. That strategy requires going back to the well time and time again, depleting the aquifers of good will and brand equity.

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