Marketing Luxury Brands: The Case of True Religion Apparel, Inc
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... Marketing Luxury Brands: The Case of True Religion Apparel, Inc. Luxury brands have usually been linked to the central competences of premium pricing, high quality, craftsmanship, creativity, innovation, and exclusivity, all of which are embodied by the True Religion brand. These product features provide consumers the gratification of not merely owning posh accessories or clothing but the additional psychological satisfactions like a feeling of prestige and high self-confidence that prove to themselves and to others that they are a member of an elite group who can afford these expensive products. True Religion Apparel, Inc., just like other luxury groups, targets its products at consumers on the...