brand equity
Shiseido pivots away from China’s 618 shopping festival
Shiseido is shifting away from aggressive promotions during China’s major shopping events. Here’s why. Read More
How Luxury Brands Can Avoid The Discounting Growth Trap
Discounting and traditional branding can dent brand equity, whereas emotional storytelling increases the scope for achieving higher profit margins. Read More
What Luxury Really Means In 2023
The question I probably get most often is: what is luxury? And a term I hear at least once a week in meetings is about the new luxury. This shows… Read More
Luxury Recalibrated: Three Actions Points For Brands In 2023
As we enter a new phase of uncertainty and volatility, getting back to the basics will be key to strengthening the equity of your brand in 2023. Read More
Why Peloton and Netflix Have Only Themselves to Blame
Two companies that were once the darlings of Wall Street have turned into a disaster for investors. Luxury brands should take note. Read More
How Chinese Down-Jacket Brand Bosideng Is Winning at Global Expansion
Bosideng, the largest down-clothing brand in China, is growing globally. But can it become one of the top international brands in its field? Read More
Death by a Thousand Cuts: The Financial Perils of Bad Luxury Choices
When analyzing underperforming luxury brands, the same themes recur — too much focus on internal matters and not enough on consumer connections. Read More
‘Luxury’ Is in the Product, Right? Wrong
Brands are extremely confident about charging enormous premiums for their products. But if a customer doesn’t feel valued, no luxury is experienced. Read More
Why Paris Will Dominate Luxury in the Chinese Decade
China will soon account for over fifty percent of all luxury purchases, but Paris is still in luxury’s pole position. We explain why. Read More
How Brands Can Avoid the Wrong Celebrity or Influencer in China
These days, China influencers have become a crucial investment. But how can luxury brands keep from picking the wrong one? Read More
