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Dr. Perrine Desmichel

Dr. Perrine Desmichel

Dr. Perrine Desmichel's articles

Iconic must-have or Ephemeral new collection: the crucial choice
StrategyAcademic

Iconic must-have or Ephemeral new collection: the crucial choice

Luxury brands are torn between their promise of eternity and their role of trendsetter Traditionally, luxury has been praised for its iconicity. In their influential […]

By Dr. Perrine Desmichel

Hedonism: more than ever key to the customer buying experience
StrategyAcademic

Hedonism: more than ever key to the customer buying experience

In their research, Dr. Perrine Desmichel (researcher at Northwestern University) and Prof. Kocher (University of Neuchatel) try to help luxury marketers protect their brand uniqueness […]

By Dr. Perrine Desmichel

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