The luxury market has steadily grown from the industrial revolution and onwards. Changes in society, trends and the increased living standards has enabled more people to consume luxury goods.

The world is going through a major economic crisis at the moment. Studies shows that companies that have focused on added value rather than lowering prices has survived past financial crisis. It is also obvious that companies act very different during times of crisis. Adding to the problem is trends that point to a more careful consumption and environmental awareness. Different source suggest different opinions on the situation and future for the luxury market.

The purpose of the study is to answer what strategies are important for luxury brands during a financial crisis.

To answer this a qualitative study is performed on Swedish luxury brands to analyse what their strategies are during the current economic crisis and compare that to how ”exclusive” or ”luxurious” they are considered. This to investigate if there is a relationship between a brands exclusiveness and chosen strategy.