The holiday season is quickly approaching. For the first time since the pandemic, the economy is open for business in time for Christmas and other special occasions. And we’ve seen retailers do everything they can to make this a chance to bounce back. However, consumers are currently risk-averse and on tighter budgets. Do retailers selling non-essential or luxury items have a chance to increase their sales in this market environment? What is the most effective luxury business management in these trying times?


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In this article, we will discuss the obstacles that non-essential product businesses are facing. We also recommend luxury business management strategies for dealing with these issues. Most importantly, we explain how they can increase their sales during the upcoming holiday season.


We argue that even retailers of luxury and non-essential goods can thrive in a weak economy. At Taylor Wells, we believe that a value-based approach can assist in developing strategies to increase sales even when customers are risk-averse and tightening their budgets. By the end, you’ll understand how to strike a good balance between product value and price in order to make your offer more appealing and profitable.



Strategic Business Management For Luxury And Non-Essential Items


The economy is open to celebrate! But can we expect shoppers to buy more? We see any and all events —  Father’s Day, Halloween, and Christmas — being advertised months in advance. Retailers are really promoting celebrations and events this year to drive and capture sales. Likewise, consumers are more than keen to get out of their houses to celebrate. But are they keen on parting with their cash, especially for luxury goods and non-essential items? 


Research shows consumers are very risk-averse at the moment. The economy is uncertain. Prices are increasing and increased rate hikes are forcing people to cut back on household spending. Often the first thing to get cut is discretionary spending. This refers to non-essential products such as newspaper subscriptions, holidays, jewellery, and gym memberships.



The pandemic caused luxury consumers to spend more time at home and in isolation. This gave them time to reassess their values, priorities, and spending habits. Unfortunately, the global luxury industry market crumbled, with sales falling by 23% to €64 billion (US$79 billion). This is the largest year-over-year decline in the almost 25 years that Bain & Company has monitored the luxury market.


Even as the economy recovers, the industry faces new challenges. But they desperately need to recover. The good news is that there is still some optimism about the situation. Non-essential product retailers can benefit from a strong pricing strategy, branding, and promotions. How?


Discussion On Luxury And Non-Essential Items Business Management


Luxury and non-essential items business management refers to the practice of ensuring the reliability and excellence of luxury goods sold by your company in order to offer valuable customer experiences. This is typically accomplished through strong branding and the targeting of highly specific customers.


Luxury business brand management necessitates creativity, comprehension, and a high level of expertise in this niche market. Of course, given the premium products, customers aren’t just simply purchasing the goods or services they’re often buying the experience, the exclusivity, and the prestige. Creating those experiences to attract new and retain existing customers will require a shift in mindset.


How Can Executives And Managers Learn More And Improve Their Luxury Business Management Skills?


For executives and managers looking to build their skills, luxury business management courses offer an effective approach to acquiring the necessary knowledge. These courses are typically structured in a way that allows individuals to gain an understanding of key concepts while honing their skills. However, while such courses can provide valuable insights into managing businesses, they may not always have the desired results. Consulting services are often a better option in this regard, as they enable executives and managers to access expert advice tailored to their specific needs.


Consulting can provide invaluable insight into strategic decisions, helping to ensure that businesses achieve the desired outcomes.


Investing in a consultancy service is one of the most valuable ways to learn more and improve one’s luxury business management skills. From crafting better strategies for marketing and sales to leveraging technology to increase efficiency, an experienced consultant can provide invaluable insights into improving business processes and operations.


When looking for a consulting service to help executives and managers with their knowledge of luxury business management, it is important to make sure that the provider has specialist expertise and experience in this field. Ideally, they should have first-hand knowledge of luxury business management concepts, such as marketing principles, product design, innovation strategies or customer relationships. Additionally, the consultant should be able to provide practical advice on how to apply their knowledge in a business setting.


Check the consultant’s portfolio or case studies to see how they have helped their previous clients succeed. Additionally, look for independent reviews or testimonials to gain further insight into the quality of service provided by the consultant. Doing this research will enable you to find a suitable consulting service that is well-equipped and experienced in providing effective advice and training on luxury business management.


By investing in a quality consulting service, executives and managers will be able to stay up to date on the latest trends and best practices in luxury business management, helping them remain competitive in the market.


What’s The Latest On Luxury And Non-Essential Items Business Management?


At the moment, we are seeing retailers pushing ahead and preparing for Christmas. Many businesses use prices and promotions to entice customers to spend more money. We are definitely seeing more price match guarantees, which we hope are more than a gimmick. Furthermore, some more sales and promotions should provide value. What’s more, many businesses are also investing in more online platforms and supply management to meet demand on time.


Will these be enough to drive foot traffic to stores and boost revenue? Are consumers too familiar with markdown to markup tactics? We know consumer spending has increased in out-of-the-house entertainment since restrictions have ended. However, many consumers have also become more sceptical buyers now too after round after round of price rises even though overall price increases for essential items are tracking below CPI. 


luxury business management


Since the outbreak of the pandemic, and as new economic problems emerge, exacerbated by the war in Ukraine, demand for non-essential items has dropped by at least 50%. The global luxury industry is one of the most vulnerable to future economic uncertainty. In Australia, several households have reduced their spending on non-essential items, resulting in a drop in consumption. Consequently, businesses are facing massive losses.


This is understandable in such cases. Businesses cannot expect consumers on tight budgets to prioritise purchasing jewellery, for example, over allocating their income to daily food and other essentials to ensure their health. Nevertheless, this should not deter non-essential item retailers. There are several ways they can continue to generate demand for what they sell.


Luxury Business Management Through Value-Based Pricing and Pricing Psychology


In luxury business management, pricing strategies are vital for maintaining brand equity and profitability. Rather than solely considering production costs, luxury brands utilise value-based pricing, aligning prices with the perceived value of their products or services.


This approach enables them to capture the premium that customers are willing to pay for exclusivity, quality, and prestige. For example, luxury watch manufacturers often price their timepieces higher to reflect craftsmanship and status symbolism.


Furthermore, pricing psychology plays a significant role in luxury marketing. Luxury brands leverage psychological principles like anchoring, where introducing a high-priced item first sets a reference point for subsequent pricing, making them appear more reasonable in comparison.


Scarcity and urgency tactics are also common, with limited edition releases and exclusive events creating a sense of urgency among consumers, compelling them to act swiftly to secure prestigious items.


Mastering value-based pricing and pricing psychology is crucial for success in the luxury business sector. By understanding consumer preferences and willingness to pay, luxury brands can effectively position themselves in the market, maintain brand integrity, and drive profitability. These strategies not only maximise profits but also strengthen brand loyalty and elevate brand status.


In a competitive luxury market, implementing these approaches enables brands to differentiate themselves, attract affluent consumers, and sustain long-term success. Therefore, luxury business management entails a sophisticated understanding of pricing strategies and consumer behaviour, ensuring brands remain at the forefront of the industry.


How To Market Luxury And Non-Essential Products?


Luxury business management entails being strategic and learning what their target market truly values. However, we understand that being heard through the noise in an increasingly competitive business environment is becoming exceedingly challenging. It is no longer enough for marketers to capture demand with pretty websites and more frequent and larger price promotions.


Presently, it’s all about supply consistency, meeting changing demand spikes, and accounting accurately for cost blowouts. Product price promotions and price rise strategy and communications therefore should be considered in tandem with operational costs if retailers are to drive more profitable sales this coming holidays. This is where sustainable $ value comes into the fore.


Market Positioning Price Optimisation in Luxury Business Management


Effective market positioning is essential for success in luxury business management. Luxury brands strategically position their products or services within the market to differentiate themselves from competitors and appeal to high-end consumers.


Luxury brands often focus on creating a distinct brand identity that resonates with their target audience. For example, a luxury fashion house may position itself as a symbol of elegance and sophistication, while a high-end automotive manufacturer may emphasise innovation and craftsmanship.


Furthermore, luxury brands carefully select distribution channels and marketing strategies to reinforce their positioning. They may opt for exclusive boutiques in upscale locations or collaborate with prestigious retailers to enhance their brand image.


Moreover, luxury brands invest in storytelling and branding to communicate their unique value proposition to consumers. By highlighting the heritage, craftsmanship, and exclusivity of their products, they create a compelling narrative that resonates with affluent consumers.


Transitioning to the topic of price optimisation through data analysis, luxury brands leverage sophisticated analytics to refine their pricing strategies and maximise profitability. By analysing market trends, consumer behaviour, and competitive dynamics, luxury brands can identify pricing opportunities and make informed decisions.


For example, luxury retailers may use pricing elasticity analysis to determine the optimal price points for their products. They may also conduct A/B testing to evaluate the impact of different pricing strategies on consumer demand and revenue.


Furthermore, luxury brands utilise data analytics to monitor pricing trends and adjust their strategies in real time. By staying agile and responsive to market dynamics, they can maintain a competitive edge and capture value in the luxury business management sector.


Understanding market positioning and implementing data-driven price optimisation strategies are essential for luxury brands to succeed in a competitive market. By continuously refining their approach based on insights derived from data analysis, luxury brands can enhance their brand image, attract affluent consumers, and drive sustainable growth in the luxury business management sector.


Implications Of A Value-Based Luxury And Non-Essential Items Business Management


Businesses that sell non-essential items can benefit from product promotions that appeal to customer value drivers. Promotions that persuade customers that they are getting the best deals. What exactly is the best deal? It’s when customers believe they are getting what they need at a price they feel is equal to their perceptions of value – economic, psychological, emotional, tangible, and intangible. How can businesses achieve this?


1. Enhance your product innovation and branding strategies.


Product development encompasses the entire process of bringing a product to market. It also includes the renewal of an existing product and the introduction of an old product into a new market. Identifying market needs, conceptualising the product, developing the product roadmap, introducing the product, and collecting feedback are all part of this luxury business management process.


This is a critical step for retailers of non-essential goods. Innovation is a great way to generate demand when consumers are risk-averse and have limited budgets. Never stop striving to improve your products and your pricing for new products too. What is the most valuable aspect of your offer to your customer? Concentrate on that, and you’ll see that they’ll continue to pay for your products/services.


Product innovation; and the price premium that it generates, after all, is about capturing the $ value of innovation without underselling your offer or overpricing yourself out of the market. All it takes is education or a nudge here or there along the customer journey to get customers’ understanding of value aligned to their actual needs and willingness to pay on par with the value of a new product.



2. Manage promotions to save funds while maintaining customer relationships.


Your goal is to promote your products without blowing your budget. The truth is that promotions can be done easily, but they must be done strategically. The key is knowing your products well and your customers even better so you don’t waste money on ineffective promotions that decrease your margins.


Product and customer knowledge is an important selling skill – often referred to as value-based selling. Recognising your product’s features allows you to precisely and convincingly present the full value of an offer to customers so they buy from you versus a competitor. Customers respond positively to salespeople who are enthusiastic about their products and good at explaining the value of products in terms of their utility and the customer’s motivation to buy and use the product.


So, what value does your offer provide to customers who purchase from you? How can it provide them with what they need? What’s their motivation to buy? How did they find out about you? When you interact with your customers, ask good questions and listen to what they say.


Based on the type of goods and/or services you are offering, you may be able to use exclusivity to generate demand. Exclusive products have the added benefit of reducing or eliminating competition entirely. As a consequence, you are asserting that your product is distinct from others. This strategy is typically best saved for high-end items with premium product branding.



3. Implement value-based luxury business management, especially when pricing your non-essential products.


You now have a good product and understand how to market it. What about the price? This is going to be the deciding factor. Make sure you understand your products and how much people are willing to pay for them. Work with other departments as required to learn more about your products and customers and build a value-price-profit equation that has the flexibility to change as your business and your customers learn more about the value you generate and offer to customers.


Caution: You can’t charge too much and price yourself outside the market.


Once again, customers are on a tight budget and may only have put aside a smaller amount for indulgences. But you can’t price too low either or you leave margin on the table which you really can’t afford to lose. Data and detailed price analysis at the SKU level can be really useful here to understand consumer behaviour better as well as forecasting revenue and margin based on purchasing and demand patterns.


Data analytics and elasticity modelling all calibrated with customer research and a firm understanding of key market and customer trends by segment and industry vertical will assist you in determining more profitable price points for your products.


While all of these luxury business management ideas can help you increase your sales, you can maximise it even more if you know which method will work best for you. So, one of the best options is to build a pricing team to handle your pricing and promotions strategy development and implementation. Our findings show that with the right set-up and pricing team in place, incremental earnings gains can begin to occur in less than 12 weeks.


After 6 months, the team can capture at least 1.0-3.25% more margin using better price management processes. After 9-12 months, businesses often generate between 7-11% additional margin each year. As they identify more complex and previously unrealised opportunities, efficiencies, and risks.


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Bottom Line


There will be challenges ahead, but every business, even those in non-essential industries, can progress. They can benefit from strong luxury business management centred on strategic pricing, product innovation and creative branding and promotion initiatives. Remember that pricing and promotions are inextricably linked. Maintain and strengthen customer relationships by implementing strategies that reflect what they value. Even when the economy is in a recession and consumers’ budgets are tight, non-essential product retailers can be critical to attracting brand switchers and shoppers willing to try out new brands.


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