Very cynical, but to some extent true, Mr. Brucker (pardon the absence of the umlat), has created a reason to buy a need. He has recognized the arrogance that is at the core of 'Luxury' and to no surprise, the French, for it is the either LVMH, Richemont or PPR that manage this industry and create the mnyth and veil of superiority. It is evident in Mr. Arens piece that there is a an issue with the ability of the Sales people for these Brands, but a closer look would indicate that they have themselves through their own hubrous created this delemna, as they have conciuosly chosen the route of homogenization, of taking a Brand, making a common message that all associates must echo, which by itself excludes the initiative of the creative Sales person. They have therefore chosen, the less expensive, Merchandiser type, the Laptop-feedback type who will advise Management in their 'ivory towers' of he events on the street. Whether a good Sales person is born and not made, I am still not sure, as this by itself would indicate one cannot be taught. I prefer to 'respect' and identify the customer by the Timepiece they wear, compliment them on their choice and ask if they're looking for something different 'Feature wise'. Features translate to Benefits only when a need has been established and by and large, this is an aspect of salesmanship that is over the level of most out there today, whether at the wholesale level or retail. Without Brand arrogance, they have become neutered. Know who and what your Brand is, know your competition. Understand the consumer has come here for a reason, and it can be investigatory or to satiate a need. It is the Professional Sales Associates skills that will translate this into a sale. To the point of the Internet, it is competition, and in today's world even luxury Brands awill compete with 'bricks and mortar' Retailers with their own Boutiques and Websites, as well as the Grey availability. Though this articale is particularly directed to the Brands themselves and their Boutiques, the strongest asset they have which further impunes their salespeoples skills, is that they are the Brand and they they may infact have the piece exclusively. Regardless of House, the Internet remains a price venue, with no romance, no shopping experience, no proudly carrying the bag down Fifth, Michigan, Rodeo or Worth, after the purchase, one has a simply placed themself in the 'me too' world of establishing if a Site has the product, what is their price, and wondering if it is real or fake, if my information is safe, but then again this is what Great Salespeople do, they build relationships for today and the future. Sorry I joined the party late, but it's frustrating when the obvious is lost by those that think they have the formula.

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