The luxury trap: Why it is a mistake to define luxury by price
Defining a luxury label by its functional aspects and high prices cannot replace the value a brand creates.
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The common luxury pricing mistakes that destroy brands
Luxury is all about extreme value creation. No consumer will buy a luxury brand if the price seems too high, and when it seems too high, that means the price is exceeding the brand’s perceived value.
Cyber-luxury: AI is disrupting luxury
The speed with which the Chinese market lost confidence in Dolce & Gabbana because of a series of communication mistakes shows how badly brands need to have access to real-time information about how consumers are viewing them. These days, it is a matter of survival.
Why FOMO is shaping the luxury market now more than ever
Luxury managers are aware that their brands are not at all prepared to be attractive or relevant to millennials today.
Will protests cause more luxury brands to follow Louis Vuitton and reduce exposure to Hong Kong?
Hong Kong retailers are under siege as protests are increasingly targeting shopping areas and spreading to weekdays after the early days when they were limited to weekends.
Luxury 2030: The rise of the personal luxury experiences
The unfortunate reality for many luxury brands in 2020 is that their experiences are still too transactional, too beholden to industry standards, and not nearly personal or memorable enough.
Luxury 2030: Curated lifestyles drastically change how luxury brands need to act
Young consumers will expect drastically more inspiration from brands rather than the rather transactional interactions most luxury marketers offer today. This will change everything.
Luxury 2030, part 2: The rise of purpose-driven brands
In the future, getting the story right will not simply be about increasing a luxury brand’s reputation. It will be a critical measure that is necessary for survival.
Luxury 2030, part 1: Gen Z goes mainstream and disrupts luxury
The last five years have been characterized by some of the biggest changes that the luxury market has ever seen – and in the shortest time frame. Entire industries are being challenged like never before and need to rethink how they do business through 2030.
These common pricing mistakes destroy luxury brands
Many luxury brands are not profitable enough because they make pricing mistakes. But what is even worse is when their incorrect pricing erodes hard-won luxury positioning with customers.