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Luxury brands like the world to think they are above mass marketing; that they can rely only on prestige, status and inherent quality to gain and retain their customers' loyalty. The truth couldn't be more different. In this cutting-edge and revealing book, Sicard redefines the concept of luxury for the first time, challenging the traditional and outdated beliefs that are manifested across society at large; instead taking a historical approach to understanding what luxury really is. Based on her own research, Sicard then presents a brand new model for creating luxury campaigns, termed 'Swerve Theory', which outlines the methods that brands can use to convince customers that they are a cut above the mainstream.