{"id":71680,"date":"2026-09-07T02:18:20","date_gmt":"2026-09-07T00:18:20","guid":{"rendered":"https:\/\/luxonomy.net\/?p=71680"},"modified":"2026-09-07T12:01:49","modified_gmt":"2026-09-07T10:01:49","slug":"60-millones-de-clientes-abandonan-el-lujo-se-pasaron-las-marcas-subiendo-precios","status":"publish","type":"post","link":"https:\/\/luxonomy.net\/es\/60-millones-de-clientes-abandonan-el-lujo-se-pasaron-las-marcas-subiendo-precios\/","title":{"rendered":"60 millones de clientes abandonan el lujo: \u00bfse pasaron las marcas subiendo precios?"},"content":{"rendered":"\n

La industria del lujo se enfrenta a una de las preguntas m\u00e1s inc\u00f3modas de los \u00faltimos a\u00f1os: \u00bfhasta d\u00f3nde puede subir los precios antes de empezar a perder clientes? Nuevos an\u00e1lisis sobre la evoluci\u00f3n del mercado apuntan a que alrededor de 60 millones de consumidores habr\u00edan abandonado el mercado del lujo<\/strong>, mientras algunas de las principales marcas han incrementado sus precios entre un 50% y un 70% desde 2019. El problema no es \u00fanicamente coyuntural. Puede revelar que una parte de la industria confundi\u00f3 durante demasiado tiempo exclusividad con encarecimiento.<\/p>\n\n\n\n

LVMH permite observar bien este cambio de ciclo. El grupo contin\u00faa siendo enormemente rentable y sus beneficios siguen muy por encima de los niveles anteriores a la pandemia, pero su valoraci\u00f3n burs\u00e1til se ha alejado considerablemente de los m\u00e1ximos alcanzados durante el boom del lujo. Al otro lado aparecen compa\u00f1\u00edas como Herm\u00e8s y Richemont, mejor protegidas por su exposici\u00f3n a clientes de mayor patrimonio, joyer\u00eda, relojer\u00eda y productos cuya percepci\u00f3n de escasez contin\u00faa justificando precios extraordinarios.<\/p>\n\n\n\n

Durante los a\u00f1os posteriores a la pandemia, muchas maisons descubrieron que pod\u00edan elevar precios sin perder demanda. El consumidor aspiracional aceptaba pagar m\u00e1s por un bolso, unas zapatillas o un accesorio porque el lujo se encontraba en un extraordinario ciclo de deseo. El problema aparece cuando los precios contin\u00faan subiendo mientras el producto, la experiencia o la exclusividad percibida no aumentan en la misma proporci\u00f3n. Un consumidor que antes pod\u00eda entrar en una maison mediante un producto de 800 o 1.000 euros puede encontrarse ahora con una barrera considerablemente superior y decidir simplemente abandonar la categor\u00eda.<\/p>

\"\"<\/a><\/div>\n\n\n\n

Esto est\u00e1 provocando una polarizaci\u00f3n del mercado<\/strong>. Por un lado se encuentra el cliente UHNW, menos sensible al precio y dispuesto a pagar cifras extraordinarias por alta joyer\u00eda, relojer\u00eda, piezas excepcionales, hospitality o experiencias personalizadas. Por otro, millones de consumidores aspiracionales empiezan a cuestionar si determinados productos justifican sus nuevos precios.<\/p>\n\n\n\n

La gran cuesti\u00f3n para 2027 ser\u00e1, por tanto, si las marcas deben continuar persiguiendo una estrategia de menor volumen y mayor precio o reconstruir una escalera de acceso capaz de recuperar a parte de esos consumidores. Bajar precios puede perjudicar el posicionamiento, pero continuar elev\u00e1ndolos sin incrementar proporcionalmente el valor percibido tambi\u00e9n puede destruir demanda.<\/p>\n\n\n\n

El lujo siempre ha necesitado ser caro. Pero ser caro nunca ha sido suficiente para ser lujo.<\/strong> La diferencia est\u00e1 en conseguir que el cliente comprenda por qu\u00e9 algo merece costar mucho m\u00e1s. Las maisons capaces de recuperar esa relaci\u00f3n entre precio, deseo, producto, servicio, cultura y escasez estar\u00e1n mejor preparadas para el pr\u00f3ximo ciclo.<\/p>\n\n\n\n

MBA in Luxury Management<\/h3>\n\n\n\n

El nuevo ciclo del lujo exige directivos capaces de comprender pricing, nuevos consumidores, estrategia de marca, retail, tecnolog\u00eda, hospitality y los modelos de negocio que est\u00e1n transformando la industria.<\/p>

\"\"<\/a><\/div>\n\n\n\n

Descubre el MBA in Luxury Management de LUXONOMY University<\/p>\n","protected":false},"excerpt":{"rendered":"

La industria del lujo se enfrenta a una de las preguntas m\u00e1s inc\u00f3modas de los \u00faltimos a\u00f1os: \u00bfhasta d\u00f3nde puede subir los precios antes de empezar a perder clientes? Nuevos an\u00e1lisis sobre la evoluci\u00f3n del mercado apuntan a que alrededor de 60 millones de consumidores habr\u00edan abandonado el mercado del lujo, mientras algunas de las…<\/p>\n","protected":false},"author":10,"featured_media":71679,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"edge","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[1128],"tags":[9376,8997,6563,622,2197,585,2668,7819,9267,789,7817,10346],"thb-sponsors":[],"class_list":["post-71680","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-economia","tag-consumidor-aspiracional","tag-consumidor-de-lujo","tag-estrategia-de-precios","tag-hermes","tag-industria-del-lujo","tag-lvmh","tag-marcas-de-lujo","tag-mercado-del-lujo","tag-precios-del-lujo","tag-richemont","tag-tendencias-del-lujo","tag-uhnw"],"yoast_head":"\n60 millones de clientes abandonan el lujo: \u00bfse pasaron las marcas subiendo precios? | LUXONOMY<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/luxonomy.net\/es\/60-millones-de-clientes-abandonan-el-lujo-se-pasaron-las-marcas-subiendo-precios\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"60 millones de clientes abandonan el lujo: \u00bfse pasaron las marcas subiendo precios? | LUXONOMY\" \/>\n<meta property=\"og:description\" content=\"La industria del lujo se enfrenta a una de las preguntas m\u00e1s inc\u00f3modas de los \u00faltimos a\u00f1os: \u00bfhasta d\u00f3nde puede subir los precios antes de empezar a perder clientes? 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