Which of the following is a key principle of Luxury according to Anne Michaut?

A key principle of luxury, as articulated by Anne Michaut, emphasizes the importance of brands projecting personal branding tools through clear values. This approach highlights that luxury brands should establish and communicate a set of core values that resonate with their target audience. By doing so, these brands can forge emotional connections with consumers, who often seek authenticity and a strong brand story in their luxury purchases. This connection is crucial in differentiating luxury brands from mass-market products, as it fosters loyalty and a sense of belonging among consumers who share similar values.

The notion that luxury is only for the wealthy is a narrower perception that does not encompass the broad appeal and inclusive nature of luxury experiences today. Avoiding the expression of values undermines the potential for creating meaningful relationships with consumers, while the idea that all consumers prefer the same products contradicts the fundamental principle of luxury, which is often characterized by individuality and exclusivity. Thus, the correct answer underscores the significance of value-driven branding in the luxury sector.