Insisting on luxury to survive

Mastering fundamental crises on the market, like technological
upheaval or competition from discounters, poses a major
challenge for every company. On the basis of a practical
example, we show that perseverance in the luxury segment
may be a successful strategy for a medium-sized company to
deal with crises. Important success factors include a long-term
strategy oriented towards the luxury segment, consistent brand
management and a contemporary communication strategy
tailored to the target groups.