Should a luxury brand offer sales or discounts? what would be the consequences if it does?

As Zubair Hafeez said in an earlier answer, the clientele for Luxury Brands are from a high society and for most (not all, most of them) of them discounts doesn't matter that much. 

It is better to offer important or old clients, premium services, a free shirt for his/her's birthday , small ideeas like this to consider it like a discount. One thing you can offer is a small discount with a large order. In this way you can raise your company ATV making your clients to make larger orders in one visit at your store or showroom.

It's not recommended for a luxury brand to put huge banners on it's windows with "up to50% discount". That's not luxury retail anymore. That's H&M or Zara. 

People purchasing Luxury Brands belong to a superior class. Therefore they really do not require discounts.

The most important thing they require is the service. Offering discounts on luxury goods might depreciate the value of the product or customer might think that they are getting fooled.

 

Best services and no discount

 

Regards,

Zubair

you can say a lecture in the concept of discounts in the middle east , you have to compete with smart ,well orchestrated discount will always bounce back with profit .

you have to make a smart discounts, by giving more features, services and small margin difference will be one of the best strategies; differentiating from others with quality and customer relation.