THE LATEST ARTICLES

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.

TOP RESEARCH The Luxury Industry’s Sacred Places
Strategy

The Luxury Industry’s Sacred Places

by Delphine Dion

Luxury brands use the codes of sacredness to build a sacred aura around their historic boutiques, those locations which lie at heart of brand identity and heritage.

Is France the World Champion for Brands?
Economy & Finance

Is France the World Champion for Brands?

by Luc Paugam

Even if France can today be regarded as the world champion of brands, it is affected by a major global trend: the overall decline of brand value in acquisitions.

Five Strategies Used by Luxury Brands to Survive the Crisis
Strategy

Five Strategies Used by Luxury Brands to Survive the Crisis

by Ashok Som

A bouquet of responses: some successful, others less-so

VIDEO: How luxury brands use subtle signals to speak with an increasingly savvy clientele
Strategy

VIDEO: How luxury brands use subtle signals to speak with an increasingly savvy clientele

by Sonja Prokopec

Explaining the conspicuous absence of monograms and other ‘loud signals’ from many of this year’s catwalks

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