Posted by Dale Buss on May 8, 2013 03:36 PM
Planned scarcity is a classic marketing trick for high-end goods. And if luxury fare isn't just difficult enough to get, then many of the most discriminating consumers don't want it anyway.
Ferrari's vehicles have been relatively inattainable forever largely by dint of their six-figure pricetags (and the brand unveiled a new, $1.3 million LaFerrari hybrid model at the Geneva auto show in March). But now Ferrari wants to make its goods even more exclusive by beginning to limit production. It's hoping a new tie-in with Apple will boost Ferrari's rarefied cachet even more.
The company plans to scale back sales to fewer than 7,000 vehicles this year to "maintain the exclusivity" of the brand. Ferrari sold 7,318 cars last year, and revenues so far this year have grown by about 4 percent over a year earlier.Continue reading...
in the spotlight
Posted by Sheila Shayon on May 31, 2010 01:00 PM
“Something is happening and it affects us all. A global revolution is changing business, and business is changing the world."
Those words were in the "Letter from the Editors" in the premiere issue of Fast Company, in November 1995. The magazine has been keeping us abreast of business evolution, creative individuals and best market practices ever since.
Its new 100 Most Creative People is worth checking out to see its list of the top innovators of 2010, particularly the top five. #1 was also recognized in another magazine's list of the globe's top influencers, the Time 100, as the world's role model and biggest celebrity brand; the next four FC help shape brands, technology and public debate.
Five years ago, a 19 year-old Stefani Germanotta was waitressing and singing in New York clubs. Now 24 and globally known as Lady Gaga, her brand encompasses music (with 10 million-plus albums sold), video (1 billion-plus Web views just on YouTube), design collaborations (Monster headphones, Polaroid cameras), and marketing (HP, MAC Cosmetics, which Gaga promoted with Cyndi Lauper earlier this year, above).Continue reading...