Dorcel Luxure positions itself in the (mass-prestige) category. It targets consumers who seek the allure of a high-end French label but at a more accessible price point than traditional haute couture houses. The marketing strategy typically focuses on:
The "Luxure" line illustrates a successful example of . By moving from a niche entertainment industry into the broader luxury goods market, the company has managed to capitalize on its brand equity and reach a wider, more diverse audience interested in lifestyle and wellness. Trade-marks Journal Vol. 64 No. 3284 dorcel luxure
The brand has expanded into several competitive luxury markets: dorcel luxure