And it’s here!  Thrilled to announce that Sotheby’s Institute of Artis launching an MA in Luxury Business, starting January 2022. Tsunami after tsunami, luxury brands have learnt that luxury is not what it used to be. And that the added value of luxury is increasingly going to be linked...

Nowadays culture has become a thing in business. Companies hire Chief Cultural Officers, engage with issues in cultural diversity, look with interest at their customers’ lives. The risk, however, is to approach culture as a thing: something as clear-cut and defined as an object, a certain nationality, language, skin...

Building and protecting a brand’s value is one of the most critical aspects for every business, one that requires both the specialism of law and a deep understanding of the markets. In business transactions or litigations, companies and legal experts rely on quantifiable sets of financial and marketing metrics....

What do Diderot and Moira Rose have in common? What about Rihanna, and the 15th President of USA James Buchanan? An interesting dressed appearance, for a start… I have given a talk to the MA students in Luxury Jewelry Management, Birmingham City University. Such a great opportunity to share...

When approaching heritage storytelling, marketers tend to focus on the heritage part, directing their attention to mining the past of their brand/company in search for content. As the term storytelling points out, however, this is a communicative act. We need to consider the communication context, the channels we share...

Next 10thDecember I will be speaking at the virtual symposium “In Pursuit of Luxury: What Next?”, organized by the University of Hertfordshire −School of Creative Arts in collaboration with Intellect Publishing. I will reflect on the research Prof. Simon O’Leary and I published on the “Journal of Design Business...

Find [here] the link to the MCH Global Report on “Future Trends: Learning from Luxury Insights”. The report is written by Luc Benyon and features examples of good practice in luxury marketing that can be effectively implemented in other industries as well. What can luxury teach to other sectors?...

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....

I struggle when I read self-complacent luxury companies claiming they are becoming more inclusive just because they have hired from racial or ethnic working minorities. They fail to see that Diversity is not a tag attached to a specific race, gender, or sexual preference. Diversity depends on the cultural...

Find [here] the article I wrote for Transform Magazine. In the article, I reflect on the initiatives undertaken by luxury brands during the pandemic, considering how the brands’  humanistic approach has allowed them to connect with their audiences (and beyond) on a deeper level. In the Covid-19 era, brands have...