Luxury vs. Premium

Why words matter and why 'high-end' Is a stupid way to describe your business

Premium and luxury aren't the same thing, and most of the businesses calling themselves luxury are running a premium model. Which is fine, and a good business, right up until you start pricing and talking like the other one.

In this video I go through what premium actually commits you to, why high end is a fairly stupid thing to say about your own business, and what's become of bespoke, curated, artisanal and the rest of the words the sector has worn out.

There's a real difference between bespoke, made to measure, customised and personalised, and it's worth knowing because they don't cost the same. There's also the 2008 Advertising Standards Authority ruling that lost Savile Row the word bespoke, which most people in the trade have never heard of.

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