MENU

Luxury Strategy
Category Archive

Craftsmanship Meets Technology: A Conversation with Christoph Grainger-Herr, CEO of IWC Schaffhausen

February 2, 2019 • STRATEGY & MANAGEMENT, SPECIAL FEATURES, Editors' Pick, Luxury Strategy, Strategic Spotlight, Top C-Suite InterviewsComments (0)

In the new IWC Manufacturing Center, IWC Schaffhausen combines traditional craftsmanship with sophisticated technology to produce high-quality timepieces like the iconic Pilot’s Watches or the Portugieser. The building was designed by the brand’s CEO, who is a trained architect. Christoph Grainger-Herr sat down to talk to us about recent developments

Read More

“Electric Has Gone Audi”: An Exclusive Interview with Mr. Bram Schot

January 25, 2019 • SPECIAL FEATURES, Global Business, Business Mobility & E-Commerce, Future of Business, Luxury Strategy, Top C-Suite InterviewsComments (0)

In recent years, interest in electric cars has increased sharply which has led to a greater disruption and democratisation of the entire automotive value chain from bottom to top. Audi, one of the most valuable brands in premium automotive manufacturing, has

How Luxury Brands can benefit from Personality-based Branding

January 21, 2019 • Marketing & Consumers, Luxury StrategyComments (0)

By Klaus Heine and Haibo Xue Luxury brand management is identity–driven. Drawing on the concept of anthropomorphisation, Klaus Heine and Haibo Xue outline how to complement identity –driven with personality–driven branding; to create brand meaning in

Second-hand Luxury: Should Personal Luxury Brands Sell Pre-owned Products?

November 19, 2018 • STRATEGY & MANAGEMENT, Marketing & Consumers, Business Model, Editors' Pick, Luxury StrategyComments (0)

By Jean-Noël Kapferer As luxury brands seek to protect their symbolic capital and prestige, entering resale markets is a strategy to be carefully considered before diving into, JN Kapferer examines the challenges and opportunities for luxury brands to enter

Luxury Brands Need to Reconcile Seven Dilemmas and Chart New Territory

September 18, 2018 • STRATEGY & MANAGEMENT, Global Business, Marketing & Consumers, Luxury StrategyComments (0)

By Dr Stéphane J.G. Girod With the fast-changing needs and tastes of today’s consumers, how would luxury brands keep their products relevant and desirable? In this article, the author sheds light on the dilemmas facing the luxury sector and poses questions

Amazon, Just a Click Away from Luxury

May 29, 2018 • STRATEGY & MANAGEMENT, SUSTAINABILITY & ETHICS, Marketing & Consumers, Editors' Pick, Luxury Strategy, Strategic Spotlight, Supply ChainComments (0)

What are the Implications for Selective Distribution? By Xavier Derville and Jean-Noël Kapferer Has the strategy of selective distribution, on which luxury brands depend for survival, evolved in the modern distribution world?  Combining their expertise

Soothe Your Senses: A Multisensory Approach to Customer Experience Management and Value Creation in Luxury Tourism

January 20, 2016 • STRATEGY & MANAGEMENT, Global Business, Marketing & Consumers, Editors' Pick, Luxury StrategyComments (2)

By Klaus-Peter Wiedmann, Franziska Labenz, Janina Haase and Nadine Hennigs A growing trend in luxury tourism is the consumer’s desire for highest levels of customer service and full range travel experiences that combine first class transport, excellent

Marketing Lessons Luxury Wine Brands Teach us About Authenticity and Prestige

January 19, 2015 • STRATEGY & MANAGEMENT, Global Business, Marketing & Consumers, Editors' Pick, Luxury Strategy, Strategic SpotlightComments (0)

By Klaus Heine and Francine Espinoza Petersen Luxury brands have spent decades, and sometimes centuries, cultivating the perfect mix of authenticity and prestige to remain successful among their peers. Below Klaus Heine and Francine Espinoza Petersen analyse

Designing Luxury Experience

May 21, 2014 • STRATEGY & MANAGEMENT, Marketing & Consumers, Design Thinking, Editors' Pick, Luxury StrategyComments (6)

By Vadim Grigorian and Francine Espinoza Petersen In luxury brand management, experiences are essential. However, most of what we know about designing customer experiences originates from work developed with and/or for mass brands. Luxury brands are

Luxury is a necessity in People’s Republic of China: Social Rejection of New Wealth in the Socialist Market Economy

January 11, 2013 • Global Business, Marketing & Consumers, Editors' Pick, Luxury StrategyComments (0)

By Pierre Xiao Lu   Research Phenomena China is the second largest market for luxury goods in the world, behind the US and before Japan1. More than half of exported Swiss made watches are currently sold to the Chinese. Mercedes sold 193,339 of their cars