Luxury inverts standard marketing logic: do not respond to rising demand by increasing supply, do not make access easy, do not advertise to sell, and do not give customers what they ask for. Scarcity, difficulty, and the brand's own dominance over the customer are what sustain desire, so the brand must lead rather than serve.
In luxury, lowering price destroys value because price is the primary signal of superiority and social distance, so demand can rise as price rises. Managers should periodically push prices upward to re-establish hierarchy and prevent the brand from drifting toward accessible 'premium' positioning.
The core function of luxury is to recreate hierarchy and visible social distance in societies that officially proclaim equality, giving buyers a way to mark their rank. Because of this, luxury must always retain an element of inaccessibility and must dominate rather than flatter its clientele.