Premium and Luxury, Two Very Different Realities

While the premium and luxury markets overlap in many aspects, each contains a series of intrinsically separate features. Susana Campuzano, Director of the Program on Strategic Management of the Luxury Universe at IE Business School, discusses some of these differences, including the functionality, accessibility and rationality of premium products, in contrast to the luxury market’s tendency to emphasize exclusivity and emotion.

 

© IE Insights.

ABOUT THE AUTHOR

Susana Campuzano

Director of the Program on Strategic Management of the Luxury Universe and the Program on Management and Marketing of Luxury Products and Services at IE Business School

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