Academic

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.

The conference dedicated to “new luxury rituals, how to regenerate desire”, organized by Luxury Tribune and the SCLR, invited Cyrille Vigneron, chairman and CEO of Cartier International to interact with over 200 students on HEC Lausanne campus regarding the importance of reinventing luxury rituals.

Our world is becoming more and more digital. This does not only affect our notions and representations of self, but it has also changed the nature of possessions.

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.

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 […]

The topics of icons and gender are strongly linked, but both are evolving today, together. The conference, “Can an icon be gender free?” organised by Luxury Tribune and the Swiss Center for Luxury Research, together with Audemars Piguet at the University of St. Gallen, explored the themes of the icon and gender bias in watchmaking and artificial intelligence.

Bulgari launches Swiss Genius, a contest focused on Corporate Social Responsibility in partnership with Luxury Tribune and the Swiss Center for Luxury Research.

The luxury sector is changing and requires swiftly adaptable skills. A new certificate of advanced studies in Luxury Marketing (CAS) recently launched at the University of Lausanne.

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.

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 […]

International Women’s rights day is the opportunity to question women’s power and the central role it plays in all sectors. How is it so in the industry of luxury and fashion? We focus on three women whose designs go way beyond clothes.

The narrative force of luxury brands constitutes a major asset in terms of symbolic value. Using transmedia storytelling enables to efficiently target all audiences and finds its epitome when brands glorify timelessness.

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.

A study conducted by Professor Francine Petersen (HEC Lausanne) on luxury purchases analyses the consequences of the customer’s feeling on his relationship with the brand.