Brand storytelling
How to Redefine Luxury for Gen Z
Some brands have successfully disrupted their previous business models to gain traction with Gen Z, while others still struggle. Here’s what they should do. Read More
Why SK-II’s Storytelling Still Resonates With Chinese Consumers
In an industry that thrives on newness, SK-II takes a different approach with its “My PITERA Story” campaign — and it's winning in China. Read More
The 5 Best Luxury Strategies for China in 2022
Luxury brands are more resilient in a crisis, but they must create extreme value. Here are the five ways to do that in 2022. 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 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
