Luxury Brand Model
This strategy was unusual because Bijan was selling exclusivity while simultaneously creating enormous public visibility. The average person might not be able to afford a Bijan suit, but almost anyone could recognize the yellow store, the advertisements, or the famous perfume bottles.
Luxury automobiles became another important part of Bijan’s identity. His yellow Rolls-Royce became an iconic sight outside the Beverly Hills boutique, and later collaborations extended into the world of high-performance automobiles.
