Strategy
Luxury for less?
Professor Sonja Prokopec looks at how high-end brands distance themselves from the Black Friday bargain bins.
Strategy
A Stratospheric “Salvatore Mundi”
Professor Stoyan Sgourev presents his analysis of the recent record-breaking sale of a rediscovered De Vinci masterpiece.
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.