*Values
Rarity
Excellence
Authenticity
"Maison" Know-how
Very limited access
Perennial
Patrimonial
Aristocratic, then Bourgeois
Social & Collective values
*Customers
Elite & Social statutory benefit
Loyalty and Collective sense
For the "Happy few"
Potential middle customers were left aside because the environment was too intimidating
Price is not a issue
Limited and restricted distribution
*Positioning
Social class related
Cultural heritage legitimacy
Exclusivity perceived for most as inaccessible
Not so much Luxury, rather inaccessible for most.
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