“As luxury marketers, we have been trained to think that discounting luxury goods devalues the brand,” said Pam Danziger, president of Unity Marketing, “but research among luxury consumers does not support that assumption. The luxury shopper is savvy and knows where to find the best prices. Increasingly, she is turning to the internet as the fastest, easiest and most convenient way to search out top luxe brands on sale.”
In a recent survey by the company, a majority of affluent consumers revealed they had made their last luxury purchase on sale or at a discount in 13 of the 14 product categories tracked. The exceptions were fragrance and beauty products, where about two-thirds of luxury shoppers reported making their last purchase at full price.