Expertise · consumers · culture · value
Luxury marketing: understanding consumers beyond price.
An academic and international perspective on the meanings, cultural codes and experiences that create value for luxury brands, premium brands and upscale products.
The starting point
Value cannot be reduced to a number.
Luxury cannot be explained by price, scarcity or category alone. Its value emerges from the relationship between identity, culture, quality, service, desire and experience. Understanding that relationship helps explain why an offering becomes meaningful to the person choosing it.
Luciana studies and communicates consumer behavior through a cultural and international lens. In her talks, she turns research findings and complex questions into useful ways of interpreting how the codes of luxury shift across generations and markets.
Four lines of conversation
What really creates value.
The content is tailored to the sector, the event context and the decisions the audience needs to move forward.
Meaning and aspiration
How luxury brands connect with belonging, recognition and self-expression, and why symbols matter as much as product attributes.
Beyond price
The roles of quality, craftsmanship, scarcity, heritage and service in how a premium offering is perceived.
Codes in motion
How to read differences across markets and generations without diluting brand identity or relying on universal formulas.
Consistency and personalization
Why every interaction can strengthen—or weaken—the promise behind an upscale product or service.
Who this conversation is for
Ideas for those shaping premium experiences.
The talk can be designed as a keynote, masterclass, seminar or executive conversation, in person, hybrid or online.
- Luxury brands and premium brands
- Retail, fashion, beauty and jewelry
- Hospitality, travel and gastronomy
- Design, real estate and upscale products
- Business schools and marketing teams
Invite Luciana
Bring a conversation about consumers and luxury to your next event.
Tell us about your audience and the challenges you want to address. The approach can be adapted to the sector, market and level of depth your event calls for.
Check availability