THE LATEST ARTICLES
Strategy
Luxury for less?
Professor Sonja Prokopec looks at how high-end brands distance themselves from the Black Friday bargain bins.
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
What Lessons can Family Businesses Learn from the Luxury Industry: Part 2
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.
Strategy
What Lessons can Family Businesses Learn from the Luxury Industry? Part 1
Despite upheaval in the luxury industry over the last twenty years, families are still important for luxury innovation and brand management.
Strategy
Luxury and the power of enigma
Professor Ashok Som explains how the enigma surrounding the industry will help it prosper throughout time.
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
Love Brands: The luxury industry's next frontier
The changing dynamics in the luxury brand - consumer relationship: How to keep the dream alive
