Consulting
Remy Fabrikant advises companies seeking quality and passion for strategy, branding, marketing, and creation with the aim of making brands more valuable. He is specialized in the “Economics of Desire”.
The Economics of Desire in the Luxury Sector:
Driving Brand Value Through Emotional Engagement
The “Economics of Desire” refers to a strategic approach that intentionally cultivates emotional demand for luxury products. Rather than relying solely on functional benefits, this model leverages psychological drivers such as status, exclusivity, and self-expression. In an increasingly competitive and homogenized market, emotional differentiation has become a critical success factor for luxury brands.
Strategic Pillars of Desire
Luxury brands build desire not just through superior products but by orchestrating a comprehensive and emotionally resonant brand experience. Key dimensions include:
Brand Heritage and Identity
Established brands leverage their legacy to build trust, credibility, and aspirational value. A well-managed heritage narrative differentiates the brand and reinforces perceptions of quality and prestige. However, relevance to younger, value-driven consumers requires a modern and forward-thinking interpretation of tradition.Product Excellence and Innovation
High craftsmanship, iconic design, and innovation remain central to luxury value. Increasingly, environmental sustainability and digital integration are essential components of modern luxury, contributing to both desirability and long-term brand reputation.Premium Pricing and Exclusivity
Elevated price points not only reflect quality but also signal scarcity and desirability. Limited editions and high-profile collaborations further enhance perceived value and support brand positioning at the top end of the market.Experience-Led Customer Engagement
Emotional storytelling, curated experiences, and immersive touchpoints—both physical and digital—foster deeper brand relationships. Data-driven personalization and seamless customer journeys are becoming essential to sustaining desire and loyalty.
Business Impact
The ability to generate and sustain desire translates directly into commercial value. Brands that successfully implement this strategy achieve higher margins, increased customer retention, and enhanced brand equity. Emotional engagement creates competitive insulation that is difficult to replicate and valuable over time.
Conclusion
In today’s luxury landscape, selling a product is no longer enough. The most successful brands sell identity, aspiration, and meaning. The “Economics of Desire” provides a proven framework for building emotional capital and sustaining long-term growth. The future of luxury lies in redefining desire—by aligning timeless values with contemporary expectations.