La nueva era de la polarización de los hábitos de consumo: Lujo Vs. Lowcost

Abstract

This article studies the impact of low-cost brands and luxury brands in consumer habits in the Western society. On the one hand, there is a group of consumers who want to use their money the best way they can, and on the other hand, there is another group that demands personalized and exclusive products and services. This phenomenon is caused by a change in price perception, making brands reinforce their positioning and value proposition to strengthen client loyalty and maintain business profit figures. Contrary to what one might think, luxury brands and low-cost ones share strategic approaches: both try to add value to oust the competition and place the consumer in a central position so as to build their brand universe.