On the other hand, the Danish firm Bang & Olufsen (B&O)—which has received many kudos
for the design of its stereos, TV equipment, and telephones—trusts the instincts of a handful of
designers who rarely consult with consumers. B&O does not introduce many new products in a
given year, so every new product is expected to be sold for years. Its BeoLab 8000 speakers sold for
$3,000 a pair when introduced in 1992 and for $4,500 more than 15 years later. Their designer,
David Lewis, has seen three of his most successful B&O product creations placed in the Museum of
Modern Art’s permanent collection in New York.26
Design is often an important aspect of luxury products.“Marketing Insight: Marketing Luxury
Brands” describes some of the broader marketing issues luxury brands face.