Experience Required: Luxury Marketing for a New Era
Strategy

Experience Required: Luxury Marketing for a New Era

by Sonja Prokopec

As consumers spend less money on things, and more on having experiences, luxury brands in particular face a critical challenge. Sonja Prokopec, professor of marketing at ESSEC and ESSEC LVMH Chaired Professor, elaborates on the three keys to experiential marketing in the luxury industry.

The Yves Saint Laurent Museum: A Portrait of the Couturier as an Artist
Strategy

The Yves Saint Laurent Museum: A Portrait of the Couturier as an Artist

by Delphine Dion

On the occasion of the Grand Opening of the YSL museums in Paris and Marrakech, ESSEC Knowledge LIVE spoke to Professor Delphine Dion about what this move means for the Saint Laurent Paris brand.

Why Luxury Marketing Doesn’t Need to be Data-Driven
Strategy

Why Luxury Marketing Doesn’t Need to be Data-Driven

by Ashok Som

Professor Ashok Som, Professor of Strategy at ESSEC Business School and and Co-Director of the ESSEC-Bocconi EMiLUX program explains the inherent paradox between digitalization and luxury brands.

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