Inspiring customers, capturing their attention and providing memorable experiences seems to be the key marketing strategy for luxury brands. According to a study, 85% of consumers are more likely to buy after attending an event or experience.
Style & Experiences
The UN Fashion Industry Charter for Climate Change set new goals that its signatory brands must meet by no later than 2030. Will the fashion industry commit to reducing its carbon emissions and embrace environmental-friendly practices for future generations?
The latest figures announcing significant growth in the luxury industry at LVMH and Kering coincide with a disappointing result of China’s GDP. What are the consequences on the sector? Our analysis.
Since the 1980s, Japan has been one of the largest markets for luxury goods, making a significant contribution to shaping the global industry. In his study, Professor Pierre-Yves Donzé analyses the different strategies used by Western companies to penetrate the Japanese market, how they changed their strategy over time, what they have learned from this market, but also, more recently, the reasons for their stagnation.
What are the concrete and abstract levers that can be used to make a luxury brand feel authentic? The research by Felicitas Morhart and Lucia Malär mentions the various means available.
Knowing how to project oneself into the future, anticipating trends and innovating whilst keeping one’s heritage intact is the key to successful management. This was also the theme of the conference organised by The Vendôm Company in front of students connected for the occasion. The highlights and the replay of the conference are available here.
Authenticity represents a cornerstone for luxury branding. But how do consumers actually form authenticity judgements and what dimensions do they base them on? Research conducted by Prof. Felicitas Morhart and Prof. Lucia Malär sheds light on the meaning of authenticity.