Diffusion Products

Consumers see brand price as a signature of brand quality a surrogate or perceived quality and value for money.

‘A new consumer is emerging who relates value to quality and design rather than cheapness. Conscious of getting better value for money, this consumer is prepared to go up in price if the product is worth it.’
Viewpoint 2008: 73



Fig. ideas for items with lower price points) Ideas- Logo’s T-shirts/ bags/wallets/sunglasses/ties/scarves/key rings/shoes Varying Price brackets of different products

The competitor advantage lies in the depth of the assortment. From the Future Laboratory Briefing Spring (2009) trends indicated that to predict the future you need to make it- need to keep up with change to survive. (see Further Recommendations for furthering product offerings). Launching Several lines each targeted at different segments. This technique may also be adapted to achieve full coverage but invade the market segment by segment.



Jackson.t and Shaw.D (2007) Saw concern over the dilution of the luxury concept and ambiguity over what exactly represents a luxury product or brands- accessible luxury products need to maintain values and still have high price points compared to less luxurious brands.