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Dec. 25, 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. Audi propels Santa into the future with electric sleigh
  2. Tiffany & Co. acquires historic Titanic timepiece at auction
  3. Rolex partners with Melbourne’s National Gallery of Victoria
  4. Gucci, Adidas tout retro sportiness, chicness in new campaign, collection
  5. Dolce & Gabbana opens 16,000-square-foot flagship in Saudi Arabia
  6. Iris Law stars in Versace’s Dylan Purple fragrance campaign
  7. Versace recruits American actor Channing Tatum for Eros campaign
  8. Baccarat pulls incoming CEO from Printemps
  9. Boucheron debuts first Las Vegas boutique
  10. Luxury Unfiltered: The 4E framework is the key to transformative sales success with luxury clients
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