Marketing
January 2, 2020
Sky's the limit: Hermès gets the luxury formula right, and will continue to do so in the Twenties. Image credit:Hermès. Illustration by Marc Antoine Mathieu
By Mickey Alam Khan
The urge to resist December punditry was tremendous, but staying silent would mean abdicating responsibility to luxury brands and retailers trying to figure out their strategy for the 2020s.
{"ct":"QIY21N9uDnE2exgmba5hnyr6fBFwMpGgc0FFOkgHkCrzFQOVTLm+Z14PkeAm2s9lQ76mRj6wPl3+KWzJtsNNfUnJOM3nhA0rKPbjCslzBqV0Va3hW7u2ZO3NGA9ueFbesYY4rz\/4uoLyMSYpNODke6PXZo44ZBWXadkG8eVFiICUAX5nwsXS+Yx3Dt980AeCpnDw+mUvSCdcQQOtcjgQyiqB1e5BCExPV0fS+hUENRYlFnD3TqAepMst\/\/iEFg2ZY39F5gigOGeW4y1KfLCSlk1zHuVoUZbY66EfjI0HjqhkUauoBE1J7XERR3TAyOaGLDnCPkoQ1SRX\/vE6LS6\/2gx516rC59yOT+vEwCILBXL1JEmJnqnomSOd\/8u2HVbzAnYeIJf3YOzb+Rl1EBr3x1Wg0+\/2YvVzlmDc12QNT4At6UW2WEimCugcOGtJdGTYz94oMSPCRkrdoyxYdACi940TQ+AISz8Bf4N5RSV8JLyOinoQtmF\/xkpwwBV0IBlUhzDwK7C5d0Igy0s1u8WJMZ4lBDsbEvxfuz2Oexbqyg47UPqZeSHe9bQfivXJgtvvMaUpVWZWl8DpYeSPK3KxPZrSO6ixBxf6agY44H9oNEzxu126tUH\/bWGgRwGe2rMb3ow\/cOgYFkVdTEwks3oUY\/PgMc67OaUDWfgm0TCdjrJIrgOqHM8N7y9jULbLcf0vk\/fyvmpFXm0Wl5YRCfQjZr1JvtdDFlSVECSLg\/VL0d\/kBfdlWAE+VoktAy6V6bLzO24DKfl0TpYC930t3I4EH5tJD4rR\/setjpsUt+WNjdQH2AbPnaaXkWZejPFrIqDYuBfnXazTP\/cfA7Np8RnX8GvQRUL3ScJdXzEqc1NN9txtmZttbMH7wHKMFldSeR1OIhabJaYiu\/s6x+y31YEB30Yx0ZToVSkvYyMwJVA1Nnc4Y\/z3mpba\/9ACdVQvDTrww7mS7MjtceJ0FL3w2K2yrD14+N9KChOOuMsY27SoqBs5+6RF0mvH2ZJWvTCNsFmfV3bZFIdq8WVJgvFCUThWO5An5N74aIe\/ya5D6n0pYuzCH2nGbZiuc1f+3zAKjf0ERbITw16r2DnGJw4hqiCUI2O4Xm0FuylYh1norxMIWhdVSrtpADD10TlY4Lo4uYhQ5igpu1kmWubLHpxPSXX5nagWR4DbWowupMeTig5NI2PgP2wJnV8CaNCrcGwhm7TUNi6aSxwijvJfYOVYsC\/aBE2naCgQA3sRh0lHBtBtrWZB1YHndjLmxs6scAJRGdK76YtMaGBNJqyKHSQR4HJalZJXfuMD5COU0t9lpmzu2QrILgWM6jyLB7RrpmgfG83rrbPpiq\/aDyCQSm64eSWyQqRQwRgBYU4UppVQN5gpR2f8GmtxsRLp\/+xdWlT78PrLBQ1tIenAxCDWQSQTu5+IWoDmlVyQUq+RwZ+B56JK5Nn0H\/\/7AqANVHsqFnsGNmup6zyE6rkcS5me2EDAPaV5lAkZL717IcQIaFDgFtoPfnG\/3tbVvGa+SRahljZrCaQdcYsY7VEB3fmskTvGLJqX3z2CZzns6Nft\/NJPo4GRDGVtcTsFrDM6PIsje5\/YJHPdfaOea+xsxcXuQOvav\/m3nMLyMnjYeRE5I+jjZQCtnZP3JNBOv8G42ZemN5HQCWPryxuvRIOWvInKHiyNFRvDrdCK0qzJLhDCp9FSIcYQKtlHhQKG0DZpf6UfkcXOmD4Y11s73o3FOlTX8LQmZWQXt9zJqpiGwAR35QKAYsH8hL6wSsV5vMbG38Q3q8Rf+rkZCoWfQkynJel0VXYDCSXD1JRlLIomwzEgGclIvWLM9BOa8r6HQtv3RXQnLsrSQdZOtKRG0GUxjGdNmvFjT\/BrPaqaV27KZhJa2J6YSetsg1J4Xr5hjO5\/lSNP1nlccJIpByirxv8QtbLP4GQLtk6+zZn\/votbrm9PGed8Xwr2JW7mtDSl4i0mZtf0zaUTew\/gZ8h43fKH7H7uassSStc+lSyNsvTAb67OVSvvMLbhIfvCyaP5BZSY+Oja2r1G19\/Ux9zW239B8r+hhEPLWLMBDs4nvzzCb2aU+aY89\/ysH2k8V0a5++xAz100t0gO2M88ZmnG1se9h2LtneHjD+cP9tIY3E3ApzDh+3xpHX4QcheJEBBrUvjehMYJQbicceXGejU0ktY5ABfmOaUkP9b3oh2b7UGHep60vDFOsjOv0FzTkL41kBI3mV\/QcGZEK3wQ1eALL7HPxUp9SIoGqUBPC2jPLDCCYnRzvpLkbTCBGeNAhRyCxphMHrVYBiVB7JYBEggf9+WBed6lGl+abcY3Vkek+GocGaYCDUUne\/ptIg9qmn7+p23wRwuLcxljEZiooY5\/kWsMKV6alYUzrsfCJwLu\/yLnQMpt1Ci1kvOd2alrRChdhJvm9UonQqO6sG40KoqB9AEOL40zgJX48blj4LYGBhPuMuujcPt642ABps2IBFbBqacMtI48vc4Ix93CVhkzqa5V\/xt5hXPsWVbbP4OcpNsWonGp4s\/2+dbpcgxcjjp61ytBUFA2b9ob7kDMskgrM7SbBc+LQQ+jDcYaabaAk9Umy\/0wOj+0BuaYgG1uAfCTnsmmI4SiM5fGJacsQAgNkWY38Px9omkEyLtBnisDuAKNlPuR4BHOxLNG5iIQm3Uk76RQqHW2iC4sP9Wszivy3iQJ9UgcWkl9ANU+oM6SnbYCo89AMjBVukYqqNtXyIHDBZ1lE+cbstH5gzW7XW3nrAMUYWQgaFJunvIHN3INP2V4D+Q3KgnJdlOe6\/l\/NZ8wH+\/LMK7w1TeswJNaPaEo9dAU6gF51AQ9jgcicMPG6RikHglXapeuLocOdwjZDrnyUOzd1U2\/WXqu\/NNybWRdj6FdRBcbEL8CnlI00Ma+qx9M2C1cnENTRmoBiXzFkp4+8qG4C5SJhbUPoSmt4uToVXWFXCzJWiTaeioXMc4IjNjESyJ6NzI7zvhZfFbT0hueIt6U3Fgeyhh+eV1y1JfrCkvjUZwVsJuraT4+AUH09o7+liiGbn3VW48FxCAHAIYhlq5huM1VAz\/PJScs12eyfeD1hMgPSGqEdcjcX8Q+L3NZe6OFTO7NJyymIv2OUNdxDd8uwCc21qw8Zk84wRh4fqo\/PbnrkeU9mL5M\/2ANQB+KFFOETglg8rch0jbBcYCjByQ2cozrMbmDL\/ZnvM3AVvlEaBtv\/9+YAO14sL4EAwLP8fGY\/OP6tE651IwzdhXexFOxnlRD482ok+\/D5q4ZmoFekJHCozWd8vh6JRbx0JVGJEnynBEVd0wrzzTdWyiu4czXOX8Bl45KaYZc\/eD+0svbzGpjNfniAYu\/2lCKBjhDonONxBvQUSPYmeaRFV6QEvVla3UAmt8kftcJup\/Hqc8Xem6if+Y28BD7iDkUf\/JqR5IwKt24TxlLcJc0wEYA\/3rLVRT9+DebbADTWFDb1trOR8p0qgslZgZVrndlN5jQIpa4wGS8ssMEAvMFgCR0gsQQmJ6lgP7D1lOUFVnr7Hq0MURrytY2lPGXwvkyyRWMH\/MZgESTE78y+GC8VDBA6k1JOYlinvYJIvRgkUR+GGX8ot7+vrf+1I+0zRfDoYuacZypRer0YW7ANjw2zRMlciI97fFX1qgej6GvyAHZKyHkGtzhHG+tWKc\/PtJAf2honO03OK5vCgZFfai9uEVXIb2MVzj1a46tlDWRt\/bT+Xrnu0GGk1ZpeScysYyU0TmzHO+kn2ql3R2L4zKtdigB6kZQWOTO5i\/OHFUtmrWGRrWXi83yEGcjA6OJ4YdecSTYfrMYHU\/zXo+Ue98ssFGMdC9wJDS9bJMUdfPTkH9H9DsfqLvIv9e1ulF1R8N+5QB0EO7gWMebM2GGIIIyslixVyOFaazVHtjlPBU5ORYW32TgaIVMOVmg+HCoREKCz9a\/wJ+kLsswyJ5yG9ZVzYRG8lP+GYH\/6LjOWm2vS4FkzZnhlraMphOvqrrg9lQK3Wb35wvsPRty2fN+TXHWwsnwKpCUBkfcg91EhqhkR0FL+zj6s8Fep\/73ChvYBQEjuBSU+2dpbS\/4xR31Vuv3tuHDIpdI8TBuiAZMiIgYd24Fa6rTdwyOVCsH+DUXjTWjgNROw\/3fyoN0X+4lf90ApL45EFM6S65S00Z+xxcU4TjN8yf1aaVcQYjmEtnu21nBiJlHMJX6NJq\/CDkFf2QLq5TZ3RLE67kBD9Bbfs2kBVGY2z8\/xT1aB74Crne++ctnWQVKEqDGp5cNqyWMSo3TA+trTOv5AtLYfGwG1iVbUlbXAiUu6YrLMHR\/9AAzSaBn1AmqTMdWvDR+9L2caUhaDeMBxhPmDcf3ALPB430Xj7r5aUflfJqyyb0Yv1koTLq5g+w\/mZMT5datom5yW8w\/pKUWPmyvpcdrmFBe8xhu77N0Ep\/++ETPZd9AmlY895WRl3qE2CjBJs+VGPQ\/\/Q39YiaENFK+QknfY0Bu6l2wmezqFYs+MO1o11j4VWkGYkN6MJx9J3J4xF7f9B8G6TSBJKeqhDJPstaBrKMs3dSD9CMN+i4L84XJ9XoKuyvmrDYBgmU+JKVHNPtfOp6e5LDrT0ZCumg8flKdCWdguSa7WIWG8BLrs75q7Iyn5CiLXYWtlEFgkzRm9rUX+fnWWra+UuSq8kVLfl1L9p+0Zz2f2Rbe9Z0yPJ4i6hcMfb+N\/zuUdaoSXEsPyWpVo4zPuTTygOx7GXcfPDSjZydlIhM13lf00YBQDz3AvdOYIqMWAu5YtQRV8FkH8y0X6mx+Mqpd0Ud5xwz7l8NlG1UdrfByRPbk0smL584M\/HGwZ+N7azikTw0ruiDoHw10EmP15XfLNPuy4BkLE2Yuj\/qxS6JJDWn41Wx+P7EbZv65kja+tQv8TYbLK8gLZblJ18PSarXLgNz0L2eBOxHFCZu2cS6KfCkBB1OilOyYd0jEg4EkuHlmsCWkQdtAtdkcBevZCb1bu+TMQP1AHjzOl49Yt+jy71QBz3TA4qxui8RBaz9PP8bI34QirvWtcgWK08oSJv4ZPHgukDy+oJVh+\/4NZbaiMp8nRwx8Lac6fcyLwxX4EM7kdmHGFKe3LbW0kgcEE59pPAzS2JNmbKVPq2\/2NkjmgaaoLmzqGzl1MvCo6FA3hyWobJMe2+SLavcWslthOFknXV4UBc0I7yMsgqsNmSqDE3lputdLlOQrXOsQU+mW5rP0iv6YkwZiKk8rJUF7yDj3JoBX+ycUY5jjNvqot02SWlEnV8wWgb8cz5C2rJiRMj35SobwLQC4VJOJbO9EanWcEaDSs34\/YXDP1wYeJ0AzUzMA\/\/nszKmwUhNCmzbo\/jxOdJLzh1VPjAbFXe8LHTXcA9PIv0dT+Vktp31lRkcVkA8q8c7hyS0B7T2cP1UAhl3R5S\/ookNk63ITMDQubaxCAQ9bJWSl97W2J4X4RjGDRoLG0zCZQlBdL9+akmX+lO\/1whoxEeOFAVgu7y5PzuOVQ0VTYt5FzKft+5cp0SxHYJHs+TZSxOjKyKO1LZQQr465U89REz4MilEOjLZOTf3C88FCTLJ3+GhgLr3OfjiPlrXS\/vw\/qLg4ZCFBeJDK0\/Smr9KGBpbxhUM08mLMOPCG1JAWBf5rF1iMa3Jp+GK1wYlMTloJngWg8u4IC0xc7oxL9YEq65rsgJ4uwxG7C0fUyo7xSqNPrWVnA+RElxgdl+4dMerw9e5he5PE4HmvbJiUYN53UOV1tyA4YerPJjTgl+Ish01R\/6qtb2Y\/oPKiQf0q9u1Hao92ktJOt3oPk6s4vLVAEtALTEkVlVid3eFip15OhBIqy35urUoArvo9ha5vJLgkfzkdEyDkEjjqtTXd6QiDTMt1AzXJd\/EqXTu339Bfc35UmHyGVdBkZzTvUFkrCuZsEYlgM5csu3tVFQUeFXnXMrLe+LczAIMYETbk7bm3TYWsY7Vum057C\/eGIbQGM3F3IRzElYC9M6hH4UaRCrzLADzO4h9PU96DOh8P5L\/8s5N66xNvtk78ELRiHKNQWkooLWqHFTabbagpxUaY+Qor6KqiuHAMbBKLH6l4naBYGs4kIvBm3JR4L6qF60f+wJv0K2RncYS8ZPMqfMVltzicfr3JxAAJI237njkWiQFew3rQ+vqQDffvqiRnesa1UPZVFzySxeWDBcV5+dePVbO++5NAngK+EZf5iHYd4iPkL4YIGR05WaBWjHTtykUMg5YlIRfXfK1ydmSTazzltq9jkmvLC4O+AHrat\/H4deTw4W2Q5tIV0SH3Q2PbiNQqfXiPWyLgwTQbVjR26+CE52mEjDXWYKCUzg\/MSPNjdhrofrOMtWmc+hoVVlgmVMtu1FS+tHK0knozLIdo0OW1RuYs6LiGsueNq1MZE99yP4zu\/iSb6oaTWBOna3BejzsOc4z0kmj2QbB3E74bWGYkH6WMvWNq\/lcbi\/9b9zr0M79cm\/0AcMF3adedrUY+efHRuJa2bOBFjyGQTZInQHdCwybHE+XiIHIY62jmZ9yxdY9gCN9dkk1zi9Egd0k7W8pxt\/4rCGfurA0GcVPfVnh7Bcuxz0aO7uPwKty3xnn6lxY3VWwRujrjDFc4ARhR\/8UeBxr0FPJ10gdTt1LB7YpZxO4LNPLza0tfQ2YDm+EJvILG4weNSJRiCiXQOoSFfWKVpH1uYVH6mfhqFhYXyqui85VMytrvQfeHzWO92r7hGG4dTBOjferbyXfULvK+Y8X9xmEd4XHZKQ\/NEtzA7vwjrtgWFNMVJ6NbK5Twic8+3KWJv57Te+Oq6lBzEVQBuJGHJZzN1OToZHEC\/YrROme0MpxlySytvWh9z5GdtNRPZweCq7dFMstOfF2tngaIDAGqL8eY4WJ4oBMiKE4kqtPNZTBw6aZ5e\/7YzTfm1vkpVro35uDc103d+OGB5+PDulo6HsJhfH3xD9ERisgQiczQtpVTO6J3AuuB1QjkNCO3A9YFLuRz2jAD10oMrBgpyqZeRTigqOpwIgvnHq3+RTuI\/nhxDBoDhmfoHVqT6TjncCy\/z1jG\/l0zhUxUcpcjJxhJX3ubk4\/UGhOhoJeYRVI1HH4l6L\/t\/9yY051MjhYjRl6fpneIJ8peIZ7CTmoUgsnhoOC2JZs08I8OxBxqxLKvw8LUmrnKmzxuHC5RsTXzYQdecChmuG4GQBE6BmUcqxosIaYxLmzmR6mPhcdZbuYkn7UnNANSOiZFj455m5bIDVADaXBgO5dI3SqRCn+2\/GeHcFy5S9kwqZafDJjPin0bpfaMy7c3YDlcKzCkeyEMw48xTb4gJlREcnBDkgE\/rWAHrZ53vaCIbWzjqPiZdiktbYf8MfSV8ES83OnXP+77+UIF\/+JWAeRkTTThLueC1FX68UUxei8Bu9Q3rFpK8MNTBN4+A421ws\/jryViafrzXkhaAWKpwTCW27PgDqeIAqu5U3iqUBdMfcy\/nCclYpVBjtBqAZ\/zCBOWo5cOeMPAtRUzhFtf3sWUe9\/7m4Ay\/M9HgmiUNxspJSm5HOskbuSisvItaLXZ+j0n3QKQzrDr\/rvzJMftw+fEzuN4BMhZnvdyuiC4hIGWC+qJYRAom7NglhVPVq+NFV1jy\/45taLQRv1TnQb3zffUj2QJqZL8MmCA8caSvzRKX2iE5xStCtMysBdAcbNuM8hwkSdQLb69FFR58AdDv7tG1qpPQT3luxkm+3e9LONl43KXFDnY\/1uvaQWqHA+MHAVjPUHpNCBPO6ROqR7J371nLKyZQn4tlh9dVIm9SVAwJqFHGn09t7nibxvrobEEU\/nHQX57E3t8xLsrbjewGK8o\/q84fAw\/A9IXIi3VJIxer8diqYOeCb15TeU9kqmEgZ4ra0hsDaU2XOBI+A29iGgTEDNsAgxz8UF4eO5WolN2he79JxeI5AJQBfqCyIdYKHS5uU8vRp4USfoqiZnaT1UkUJzOhy+njuIHTSsiskpMMdKKK05Nd8SbY2caK+I5BzcwYzO25CHac0wfdu4BtI8pglule8v+vl2X69e\/Ta\/vyuDPK+IbQ0VPku\/WgVISsMcaLdZRzh4HgpXVLNJ5JqtT8xwhx13ffZMygxfj9IPkyieSVFC7fHWaLkGKDYLvhH9LDlc29EbyovwNQIvM\/uLXGCT2ENjaKg6xVoTEA7fN3eJEb0OD2bsN6vJ5+FZW2XHxSc3Uik+RPBGx1\/fBVPtL3C97eQx\/ExJeSXCzkbmoHYRAR5AbOYsU7pvPyVE8isbx5wH2AVDm6A0Ho7QieATIPtjKqD6WXd2YY4FVDrL7wsn6Q9wRx4GtbuRSR6FTBaPDZ3URgpD5fkSnjzMSk7eBwlP6irRJSNWIr9p8inyhaCTxBv6b747qMMiLzERu+7DgJ5IoWImDH7BzJ5HrMQP0u8uD9g5SbYsr1UJyeb6UNjv1fo3ILccUw2W2oNkAfo02zbNLhd7EhyDMxD3VgNhnfJD\/iPPWYaEarlCnP0NQMkWO5h4dbPmqm2ZrPgS5nlG4m+qo9ed\/gB9k5meK9qJxTkyaKb1WnAjJOjghvG\/KMa19m+24Rs13N6KglAWBaCO3BFa2A9vNSSoPXWf9GpUOch6drBcKMOdulevHG2lcMC\/QsKR5RcK3+SAANq1xBUQV\/poQ72xysAM28O081sEsDiQSPCgD7oEUK5Q3toE4\/b4Uz0HU2\/xDoOHYLZDHtB\/bOmBB17sefaXl7WNa+QRSHujBYixSebZRe00kLpYZ+m3OUq0iK2JF10SDjDUV+ePShYb8rKFuEimFIYufjyQ4p63\/JdixJE3s93fCfKrlO1iHsH\/hY9JyeIvFddZi2qQ4SPmZutqErzb6si8mCCziktPqFCDfUyGQGoysE5zeiK08NEsAMnynX6IPxWoptLpsymxrWfnlvdaohQpykIwdW1JfzdgOMxBlLKBNmo6Bd4VMSiHtYBAOpP2\/G3mY0eD+4JSJ\/GQc4uSC3DiB6RGTXLo8NbfAhUCAKErzr8Kf6r11D0i5OaSeje8D9l\/kDPz5ey3QFNgUYeCZi+yVJPwicWsSrJJ56bDI51moRtvXHaQggKpK0+lkJJ4F9VkBjDjXPEbMmp0t\/ItF7uUjL046WydwG6RNohlRroOnbae58a+e1y5Nbvfa0oKJ7xZBf5G3zsmboA4AKDA6d1iyL6bjHdftjSXFr23r2WN6LX5AO2\/nqkARdmBpnM4QSybmz3pa1VAcyDlL4gen38bSvs8igq4Rs7shNmYnQHWbDZMP8SIla4V70vKx9bHhiBMUjGvOnka9b4cI0ziY95c\/zTCtjF43sIUKOxhX3nJv1b5m2ltaHeoaXDhk1381lD61lBeipD7W0t2S\/xoPspWDmldtpDzKIWUI\/4n5py8cujj5XrFfe0YRaL2tgjxttAODIKUQmeA0h4Z1KgKi0Er0\/2gmTIGDJwMIOc+w2p7iUhd72\/PLtC8kTuYwomVivdOVc6s2aZkG9WnHEHmGqIUoiw1JY6tDSGjGX9W8J8fUOF1Fi7hoC0Avkga3G9xbkEejWUcGATU+Lao=","iv":"3d75d23146c42347ac8c415111ebc19a","s":"a4e606779e440d79"}
Share your thoughts. Click here