Читать книгу Marketing for Sustainable Development - Группа авторов - Страница 37

Exclusivity is one of the key values of luxury. It can be encouraged by high prices as well as by the scarcity of products. The use of limited editions must therefore be promoted. This is the choice made by, for example, Yves Saint Laurent for its responsible New Vintage collection. Similarly, Cadillac was able to link its altruistic values to exclusivity and personal pleasure. Through its communications on its 2016 electric ELR model, the brand indicated its engagement in favor of sustainability while insisting on the ostentatious dimension sought by luxury consumers:

The 2016 ELR is a concretization of our engagement in favor of sustainability... The exterior of the 2016 ELR makes it a bold presence on the road: elegant, stylish and able to turn heads with ease. The minute you open the door, you notice the elegant atmosphere as well the range of functionalities that ensure safety and comfort. Conclusive proof that technology has an elegant side.