Why poor service will destroy your luxury brand
Maybe because the idea of personal interaction as the ultimate luxury experience is so ubiquitous, most brands fail to deliver on this count.
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This psychological response will make or break your luxury brand
If a brand does not create an extreme emotional response for its customers, then the brand cannot create extreme value – and the luxury business is all about extreme value creation.
Here is the only good pricing strategy for luxury brands
Pricing is incredibly important for luxury businesses because many of these marketers destroy significant brand equity when they lower prices in search of fast, easy growth. The consequences are almost always fatal.
Why China will become the driving force of luxury
The European Union and the United States have a combined population of around 780 million with an aging demographic. China is home to a much younger 1.4 billion consumers and has a higher annual population growth than the U.S. and Europe combined.
LVMH, Kering and the new luxury strategy post-COVID-19
The shifts that we saw over the first half of 2020 will change the playbook for most luxury brands.
COVID-19 hits brands worst if they have a precondition, a stark warning from the downfall of DVF
The significance of the collapse of one of the most admired fashion brands cannot be understated. If it can happen to DVF, it can happen to any luxury brand.
Why Burberry’s problems should scare all luxury brands
When a company focuses on external factors to explain bad numbers, investors should be alarmed because it is usually a cover for internal brand equity and execution issues.
Why digital mastery is the only option for today’s luxury brands
It is no longer just about going through a digital transformation – that was years ago. Today, the focus must be on digital mastery.
Will your brand survive the Chinese decade?
China has proven to be the most resilient and fastest-growing luxury market. Many predicted the luxury sector to go into long-term slowdown when the government began taking action against corruption during the mid-2010s, but the opposite happened.
The clock is ticking for luxury brands post-COVID-19
Some brands think they can survive despite not being relevant to young target groups since many sell primarily to consumers over 40. But these young consumers are behavior role models for mature core buyers.