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The Retail Council was asked how many luxury brands they carry. The answers ranged from 3 to 17 — and Jon says that range is a channel identity crisis, not a market diversity story.
The dealers answering these questions are the best independent appliance retailers in North America. The fact that their answers are that far apart means the channel hasn't decided what luxury means. Brands are filling that vacuum in their own favor, and dealers are accepting a manufacturer's definition by default — which means losing every time a customer compares a brand that was positioned as luxury against something that actually is.
Jon's advice: write down what luxury means on your floor. Not a list of brands. A definition. The criteria. What a brand has to be and what experience it has to create to earn a place in your luxury conversation. Then evaluate every brand you carry against it honestly.
The number on your floor follows from having a clear answer. Without one, it's just accumulation.
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