Celine: Anti-Marketing Laws

CÉLINE is a french ready-to-wear and leather luxury goods brand, founded by Céline Vipiana in 1945. LVMH group bought Celine in 1996 for 2.7 billion French francs ($540 million). Its headquarters are located at 16 rue Vivienne in the 2nd arrondissement of Paris at the Hôtel Colbert de Torcy, which has French Historic Monument classification with Séverine Merle is the Chief Executive Officer since April 2017.

As a luxury brand, Celine has been following the anti-laws of marketing because of its anthropological, sociological, and historical bases.

Source: Bragmybag

1. Do not respond to rising demand

As the popularity of Celine Olive Suede Phantom Tote Bag rose, its demand started to increase. To keep the exclusiveness for their clients, Celine discontinued the production of the bag.

2. Pricing Strategy

Source: Jing Daily

Celine has low accessibility because of its high pricing. Celine’s prices are 10-15% higher than its competitor’s prices. Celine does not reveal its haute couture price, leaving them to the customer’s assumptions.

3. Advertising

Source: Pinterest

Celine prefers using traditional advertising in promotion, including upscale magazines and newspapers, to drive traffic to its stores. The supply of the brand’s own photos of their collections reaches news media outlets only when the collection arrives in store.

4. Dominate the client

Source: Time International

The impeccable store environment and the rich displays set the tone for Celine stores around the world. The infrastructure and overall environment dominate the client.

5. Protect clients from non-clients

Source: Financial Times

Celine store has very particular places for its products, minimizing back stocks. Since it is presumed to ask for assistance with luxury purchases, this style of retail separates the admirers from the paying customers.

Not just Celine, but every luxury brand in the world follows the anti-marketing laws which, ironically, are the laws that attract the customers. Share your experience with a luxury brand in the comment section below or on the Facebook page @theuralway or Instagram page @theuralway.

Au Revoir,

Reste forte!