What fascinates me about luxury is its protean nature: luxury is a universal concept, and yet it changes according to each context of experience. Luxury can identify socially validated objects, like a yacht or an Hermès Kelly bag, as well as a personal, mundane moment like our morning coffee. And there is a whole industry driving value out of these paradoxes.
I have been invited by the Alumni Association of the Grenoble School of Management to share my opinion about the paradoxes of the luxury industry nowadays.
My paradox of choice: globalization and personalization – what a cliché, for a social anthropologist!
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