Brand storytelling
Why Water Isn’t Just Water When It’s Chanel
A bottle of water averages around $2.50. Yet, here’s why Chanel’s No.5 L’Eau was $75 — and why that was too little. Read More
What Luxury Brands Can Learn From The CDC’s Trust Issues
The CDC is undermining its brand equity by flip-flopping on mask mandates. What can luxury brands learn from this fiasco? Read More
In Luxury, Finding The Right Price Is Everything
If you manage a luxury brand, the chances are high you’ve had to answer the question: “What is the right price for your brand?” Read More
Think Sustainability Doesn’t Matter? Think Again
The importance of sustainability in luxury has dramatically changed in just a few years. And the brands that innovate it will win the future. Read More
Bally’s Spring 2021 Collection is a Love Letter to Nature
The Swiss luxury house melds tradition and innovation through its digital-first strategy, presenting its Spring 2021 collection via a dedicated microsite. Read More
What Luxury Brands Can Learn from Hermès About Pricing
When it comes to pricing, Hermès is one of the best brands to learn from because it prices based on Added Luxury Value. Read More
What Can China Learn From the West About Secondhand Fashion?
China’s demand for luxury goods meant that the potential market for secondhand apparel was largely ignored until recent years, while it boomed in the West. Read More
Luxury Is A New Game. These Are The New Rules
The pandemic has reshuffled the luxury industry's deck. But brands that hope the game will return to "normal” are in for a rude awakening. Read More
Does Gucci Need a Reset?
Gucci’s 2020 financial performance was disappointing, with some critics suggesting that the brand needs a dramatic reset. But that’s far from the case. Read More
Why Your Luxury Brand Will Fail Without Gen-Z Customers
Many brands believe that Gen Zers aren’t luxury customers. Yet, they will be the world’s luxury buying leaders by 2030, so understanding them is crucial. Read More
