Strategy
Luxury for less?
Professor Sonja Prokopec looks at how high-end brands distance themselves from the Black Friday bargain bins.
ARTICLES WITH TAG: Branding
Strategy
Experience Required: Luxury Marketing for a New Era
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.
Strategy
The Yves Saint Laurent Museum: A Portrait of the Couturier as an Artist
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.
Strategy
Why Luxury Marketing Doesn’t Need to be Data-Driven
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.
Strategy
How Gucci Navigates the Transcontinental Luxury Divide
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.
Strategy
Travel Retail vs Grey Market: the Luxury Industry's Global Challenges
How travel retail, the grey market, and e-commerce are impacting the luxury industry.
Strategy
How the Beauty Sector Got a Wake-Up Call
In the beauty industry especially, the trend has been towards sustainability and CSR policies triggered by consumers. A brief history by Ashok Som, Professor of Strategy and Management at ESSEC Business School and Co-Director of the ESSEC-Bocconi EMiLUX program.
Strategy
Emerging Luxury Brands and Markets: Go-it-alone strategies for expanding internationally
Emerging luxury brands may feel the pressure to be snapped up by conglomerates in order to succeed abroad. But Ashok Som, Co-Director of ESSEC-Bocconi EMiLux program, Chair of the Management Department at ESSEC Business School, and luxury products and services expert, proposes another way – go-it-alone – with four strategies to ensure success.
Strategy
Sleeping beauties: How to transform your brand into legend – and sell
Prof. Delphine Dion, Professor of Marketing at ESSEC Business School, introduces the concept of “sleeping beauties*” and looks at the strategies firms can use to turn brand heritage into a powerful premise for customer experience and customer sales
Strategy
Emerging Luxury Brands: Can they compete with the old guard?
Ashok Som, Prof., Co-Director of ESSEC-Bocconi EMiLux program, Chair of the Management Department at ESSEC Business School, and luxury products and services expert, shares his recent study of emerging luxury brands and focuses on the conditions and competencies required for their success