Property Valuation
Strategy recommendation
Optimise the market position of your luxury goods
Do you own a luxury item and wonder how you can not only recognise its true market value but actively increase it? Often, the greatest potential lies not in the obvious, but in data that replaces an emotional price notion with an objective one. This article reveals five crucial levers to strategically enhance your asset's market position and secure the maximum profit.
With access to Google, BORIS, and Deep Research.
A data-driven market analysis is the foundation for assessing the real opportunities of a luxury product and avoiding poor investments.
The comprehensive documentation of an object's provenance and history can increase its value by up to 30%.
Sustainability is not a trend, but a solid value factor: 80% of luxury buyers consider it in their decision-making.
Is your luxury item really worth as much as you believe? In the global market for personal luxury goods, which reached a volume of €362 billion in 2023, often invisible factors determine the final selling price. A purely emotional assessment or outdated comparables quickly lead to misjudgements of 15% or more. To effectively optimise the market position of a luxury item, a precise, data-driven strategy is needed that goes beyond mere substance valuation. We show you how to systematically increase the value of your asset through market data analysis, strengthening value drivers, and targeted marketing.
To optimise the market position of your luxury goods, the first step is a precise analysis of the current market environment. The German luxury goods market alone reached a volume of 15.3 billion euros in 2023. A general assessment is useless here; success depends on the niche, target audience, and timing. A professional analysis segments the market and identifies demand trends relevant to your specific asset. For example, macroeconomic shifts influence demand in certain segments, as demonstrated by the luxury watch market post-pandemic with a 12% decline in demand. A data-driven market analysis for luxury goods provides the objective foundation for all further strategic decisions. Without this foundation, you are navigating blindly and risk squandering valuable potential.
The material value is only one component of the total price. The intangible factors, particularly provenance, are often the decisive leverage. A meticulously documented object history can increase the market value by up to 30%. This applies not only to art but also to classic cars, jewellery, or designer furniture. An object's history – its previous owners, exhibitions, or special events – creates an emotional and exclusive aura that withstands price-sensitive arguments. Therefore, the careful preparation of this information is not optional but mandatory. A specialised appraisal, which professionally examines the provenance, is a direct investment in increasing value. Learn more about the valuation of luxury goods and the role of history. This documented uniqueness is your strongest argument against price negotiations.
The days when luxury goods were exclusively traded in discreet circles are over. Today, 50% of all luxury purchases are already influenced online. The online market for luxury fashion in Germany alone is growing by 12% annually. Anyone not present here does not exist for an increasing part of the affluent target group. A successful digital strategy includes more than just a sales ad. It uses high-quality visual representations, storytelling, and targeted engagement on the right platforms. A study found that over 71% of German customers can imagine purchasing luxury items online. The following points are crucial for an effective online presence:
High-resolution images and videos: Showcase the item from all angles and highlight details.
Professional storytelling: Tell the story behind the asset to create an emotional connection.
Targeted channel selection: Be present where your target group is—from specialized platforms to exclusive social media groups.
Transparent information: Make all relevant data and appraisals, such as a professional value enhancement, easily accessible.
Digital presence is not an optional extra, but a central component to maximize reach and find the right buyer.
The buyers of luxury goods are not a homogeneous group. While older generations often value established brands and discrete worth, Generation Z is redefining luxury. By 2030, Gen Z and Millennials will account for up to 85% of luxury market purchases. For this target group, alongside quality (84%) and individuality (79%), values such as sustainability and transparency are also decisive for purchasing. The approach must therefore be precisely calibrated. A classic car appeals to a different audience than a modern watch from a sustainable brand. A detailed target group analysis is essential to effectively align marketing messages and sales channels. Understand the motivations of your potential buyers to perfectly position your offering and avoid wastage. A misguided approach can not only be ineffective but also diminish the perceived value of your goods in the eyes of the relevant buyers.
Sustainability has evolved from a niche topic to a solid value factor in the luxury segment. A study by Bain & Company shows that sustainability influences the purchasing decision for 80% of luxury consumers. This concerns not only the production but also the longevity, reparability, and ethical supply chain. A luxury item that has a positive sustainability record achieves higher acceptance and often a better price. The communication of these aspects is a strategic advantage. Document the materials used, reparability, or minimal environmental impact over the lifecycle. These factors justify a higher price and particularly appeal to the influential younger buyer demographic. Investing in recognized certifications or a professional documentation of sustainability features directly benefits market position.
The final step in all optimisation measures is the price negotiation. This is where it is determined whether your preliminary work pays off. A negotiation based on gut feeling or purely emotional arguments is weakened from the outset. You hold the strongest position with an independent, data-supported valuation report. It objectifies the value and counters general attempts to lower the price. Such a report takes into account all the previously mentioned factors – from market conditions to provenance to digital visibility – and translates them into a reliable figure. With such an objective basis for valuation, you can present yourself confidently and secure the yield that your luxury item truly deserves. Are you wondering if your price expectation stands up to critical scrutiny? A conversation with our ImmoGPT or a non-binding inquiry can provide you with initial clarity here.
The optimisation of the market position of a luxury good is a systematic process, not a game of chance. Instead of hoping for increases in value, owners can actively induce these through targeted measures. Data-based analysis, strengthening intangible value drivers like provenance, professional digital marketing, and targeting the right audience are the crucial levers. They transform a passive asset into an actively managed investment. The key is to replace emotional assumptions with objective data, thereby realising the full potential of your luxury good.
Statista provides detailed data on luxury goods revenue in Germany, broken down by segments.
Statista offers a comprehensive outlook on the luxury goods market in Germany.
Mintel analyses consumer attitudes towards the luxury market in Germany in a report.
Zukunftsinstitut highlights the developments and characteristics of the new luxury market.
TechSci Research provides a detailed analysis of the luxury goods market in Germany.
Bain & Company examines changes in the luxury segment and strategies to secure future growth.
Mordor Intelligence offers a market analysis for luxury goods and services in Germany.
Bain & Company publishes the latest luxury goods study for the year 2024.
Statista presents a survey on the age of luxury-oriented consumers in Germany.
Wikipedia provides a comprehensive definition and background information on luxury goods.
What is the first step to improving the market position of my luxury item?
The first and most important step is an objective, data-driven market analysis. You need to understand exactly where your asset stands in the current market environment, what specific demand trends exist, and who your core target group is. Without this foundation, all further measures are speculative.
How can I prove the provenance of my item?
Gather all available documents such as purchase receipts, auction catalogues, insurance papers, expert certificates, or photos showing previous owners. A professional provenance researcher or a specialised appraiser can validate this information and compile a complete history.
What mistakes should I avoid when marketing?
Avoid an unspecific approach and a purely fact-based description. Luxury thrives on emotion and storytelling. Another mistake is neglecting high-quality visual content. Poor photos can drastically reduce the perceived value of an item.
How does an appraisal from Auctoa specifically help me?
An Auctoa appraisal replaces subjective estimates with an AI-supported, data-based evaluation. We analyse millions of market data points and consider all relevant value drivers, including provenance and sustainability aspects. The result is an objective, reliable value that ensures you have a strong negotiating position.
Is digital marketing sensible for every luxury item?
Yes, fundamentally for every item. The type and extent may vary, but a digital presence is always beneficial. Even if the final sale takes place offline, buyers almost always start their search online. A targeted digital strategy ensures that your item is found by the right interested parties.
My luxury item is a property. Do the same rules apply here?
Absolutely. In luxury real estate, location and amenities are central, but factors such as a famous architectural history (provenance), sustainable construction, or targeted digital marketing also significantly enhance the value. The principles described here are universally applicable to high-quality assets.
