Mobile, connected and global: business people, travelers and tourists are forming an ever-increasing market of nomadic consumers. Prof. Ashok Som explores this unprecedented path to luxury and the questions of where to catch the luxury nomads, what to offer them and how to seduce them into buying.
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.
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.
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.
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.
Award-winning management research by Professor Jerome Barthelemy looks at the Bordeaux wine industry to better understand why and when technical consultants can be most useful to firms.
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.