Let’s clear something up before we begin. Luxury is not a logo . It’s not a black-and-gold colour palette . And it’s definitely not about raising prices and hoping people believe you. If you’re here, you’re probably asking one of these questions: What does luxury positioning actually mean? How do brands really position themselves as luxury? Can fashion houses like Gucci and Zara only be positioned as luxury? Are there frameworks for luxury positioning? Let’s start at the roo