THE LATEST ARTICLES

Luxury for less?
Strategy

Luxury for less?

by Sonja Prokopec

Professor Sonja Prokopec looks at how high-end brands distance themselves from the Black Friday bargain bins.

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.

How Gucci Navigates the Transcontinental Luxury Divide
Strategy

How Gucci Navigates the Transcontinental Luxury Divide

by Ashok Som

Ashok Som, Professor of Management and Strategy at ESSEC Business School and Co-Director of the ESSEC-Bocconi EMiLUX program outlines the 3 key differences between the European and American luxury markets, and how one iconic brand is navigating the divide.

What Lessons can Family Businesses Learn from the Luxury Industry: Part 2
Strategy

What Lessons can Family Businesses Learn from the Luxury Industry: Part 2

by Ashok Som

Despite upheaval in the luxury industry over the last twenty years, family business will survive and prosper – but only if they successfully manage to implement several key strategies.

What Lessons can Family Businesses Learn from the Luxury Industry? Part 1
Strategy

What Lessons can Family Businesses Learn from the Luxury Industry? Part 1

by Ashok Som

Despite upheaval in the luxury industry over the last twenty years, families are still important for luxury innovation and brand management.

Luxury and the power of enigma
Strategy

Luxury and the power of enigma

by Ashok Som

Professor Ashok Som explains how the enigma surrounding the industry will help it prosper throughout time.

Travel Retail vs Grey Market: the Luxury Industry's Global Challenges
Strategy

Travel Retail vs Grey Market: the Luxury Industry's Global Challenges

by Denis Morisset

How travel retail, the grey market, and e-commerce are impacting the luxury industry.

Love Brands: The luxury industry's next frontier
Strategy

Love Brands: The luxury industry's next frontier

by Simon Nyeck

The changing dynamics in the luxury brand - consumer relationship: How to keep the dream alive

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