campaign based on its core offering of luxury

Louis Vuitton's recent decision to launch its first TV campaign based on its core offering of luxury leather illustrates the concern some high-end brands have about their positioning and their future audience. Rather than concentrating on the brand's products, the commercial is, according to Louis Vuitton, an 'intensely tiffany bracelets picture of travel, designed to appeal to those high-net consumers who have traditionally been luxury's core market.

Concerns about the environment and ethical issues, alongside changes in lifestyle and incomes, are influencing the tiffany bracelets in which luxury now operates. In addition, the threat of recession has already taken its toll on the results of some brands, with Tiffany among several that have reported disappointing Christmas sales.

Although the sector is in good health - consultancy Bain & Co predicted growth of 7.5% for 2007 - it is also Tiffany Bracelets. According to Simon Black, director of strategic planning at Design Bridge, there is an increasingly polarised view of what luxury is. The two opposing camps are that of New Luxe (showy, status-driven, fake or real) and Old Luxe (aimed at traditional luxury consumers searching for alternative signals to show they are'too posh to care'). To those consumers favouring the latter, it is irksome to see brands such as Burberry, which were once their exclusive preserve, now being purchased by New Luxe enthusiasts.

This dissatisfaction has not gone unnoticed. Having devalued some of their principal brands through over-hype, luxury tiffany bracelets are relying on discretion and subtlety to win back the lost elite. Luxury brands are therefore facing the conundrum of how best to market their goods to retain the favour of traditional luxury devotees, while simultaneously appealing to newer buyers. Burberry, for example, now places its famous check more discreetly, often on the inside of its high-end designs. It has developed a top-level premium tiffany bracelets, Burberry Prorsum, and uses a higher pricing structure to ensure an added degree of separation from its 'mass' offering.