Prof. Perrine Desmichel

Luxury Tribune

Perrine Desmichel (Master from HEC Paris, PhD from HEC Lausanne, and Postdoctoral Program at Kellogg School of Management) is an Assistant Professor of Marketing at ESCP Business School. Her research and teaching interests resolve around experimental research, consumer behavior, and luxury consumption. She has presented her work in the largest Marketing conferences (e.g., AMA, ACR, EMAC) and published articles in Journal of Retailing, Current Opinion in Psychology, and Organizational Behavior and Human Decision Processes.

Articles de Prof. Perrine Desmichel

Opinion

Should Luxury brands be interested in the streaming phenomenon?

What should we make of the excitement generated by streamers among the younger generation, and why should luxury brands take a closer look at this medium of the future?

StrategyAcademic

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

Traditionally, luxury has been praised for its iconicity. In their influential work Kapferer and Bastien wrote that “Luxury aims at timelessness: the great classics represent […]

StrategyAcademic

In 2023, NFTs will be the holders of exclusive knowledge

What if NFTs (Non-Fungible Tokens) were the best way for luxury to regain some exclusivity on the web? Recent examples show that NFTs can be a private access to exclusive knowledge at a time when knowledge is a guarantee of social status and when brands have been able to sell this knowledge on social networks.

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 […]

Strategy

Tomorrow’s managers call for a more sustainable and fairer luxury industry

This year, Luxury Tribune partnered with the French business school, IESEG School of Management, to challenge the students of the International MBA program. More precisely, students were asked to write a hit news article about a luxury topic in one week only. Result.