# Professor Tülin Erdem discusses price discounting in luxury retail

1 Faculty News May 3, 2016 ![Racked logo](/sites/default/files/styles/246w/public/assets/images/racked_1.jpg?itok=L2ci6zwl)>

Excerpt from [Racked](http://www.racked.com/2016/5/3/11503316/italist-italian-boutiques-online-discount) -- "'Luxury brands cannot "cheapen" their brands by frequent discounts and price promotions,' says NYU professor of business and marketing [Tülin Erdem](http://www.stern.nyu.edu/faculty/bio/tulin-erdem). 'It is inconsistent with their brand identity since if they do so their brand equity will be diluted. Most luxury brands have a sense of exclusivity and reflect a unique style, \[and\] too many people using these \[discounts\] will damage exclusivity and uniqueness.'"

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