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Nov. 23, 2024
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Marketing

Luxury hyper-segmentation: Avoiding the ubiquity trap

March 15, 2021

Luxury giants face the paradox of trying to sell what is supposed to be exclusive; hyper-segmentation and renewed scarcity are the answer. Image courtesy of Louis Vuitton Luxury giants face the paradox of trying to sell what is supposed to be exclusive; hyper-segmentation and renewed scarcity are the answer. Image courtesy of Louis Vuitton

 

By Erwan Rambourg

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  1. Luxury Unfiltered: Hermès and Patek Philippe prove trust is the true luxury
  2. The Ritz Carlton, Missoni launch beach club in Bali
  3. Off the Cuff: A Q&A with Steinway & Sons' Ben Steiner
  4. Ferrari, Chivas Regal forge multiyear partnership
  5. Bentley renovates countryside estate in Cheshire
  6. ‘Copy Nothing’ campaign defines next era at Jaguar
  7. ‘Hermès in the Making’ pop-up continues world tour in Zurich
  8. Roche Bobois furnishes boutique resort in Turks and Caicos
  9. Baccarat pulls incoming CEO from Printemps
  10. How Raoul Shah, a peripatetic agency exec, collected 500-plus “Do Not Disturb” door signs and begat a tome
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