I’ve been thinking recently of a conversation I had with Rodrigo Bazan, President of Alexander Wang, about the problem of pricing in a global luxury world – and his rather clever way of addressing the issue. The trigger was the news that European brands (well, mostly LVMH brands) are raising the prices of their products in Europe to compensate for the slight slowdown of business in Asia – caused, it seems, by Chinese buying luxury brands abroad, where they are notably cheaper than they are locally – which reminded me of something Mr Bazan had said of the luxury consumer in Asia: “when they see something they like, the first thing they do is Google it on the US web site of the brand, to see what the prices are in dollars.”
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