Stop assuming high-spenders will just buy from luxury brands! I discussed with Business Insider about Zara’s “luxury-adjacent” strategy against the nuances of fashion purchases. Facing tightened margins for discretionary spending… Consumers will tend to go either super high-end and then buy way less, or relate to brands that offer...
Category Archives: opinion
The latest article on Sotheby’s Institute of Art focusses on luxury branding through art collaborations. I have contributed with a quote on the status cachet offered by collaborations: Luxury brand and art collaborations have increasingly promoted ‘cultural capital’ as a status badge for luxury consumers. In the past, the...
I had the best couple days at the “In Pursuit of Luxury” conference, discussing with academics and practitioners the impact of luxury brands’ economic growth on craftsmanship and the making. I presented a paper looking at how art collaborations redefine luxury production, craftsmanship and the making. Launched in its...
Last week I had the pleasure to discuss with Ben Luke on “The Week in Art” podcast of The Art Newspaper [link here] about the origins and the trajectories of luxury brands and art collaborations, with a specific focus on the latest Yayoi Kusama X Louis Vuitton iteration. In the...
How can companies start developing cultural awareness about their markets and customers? Let me share first a personal story. At the conclusion of my Ph.D. studies in Japan, I was asked to represent my cohort at the university graduation ceremony. I had spent there five years as the only...
Not necessarily does one lead to the other. Due to curious circumstances this summer I found myself wearing the luxury customer hat, and pay visit to two jewellery stores (let’s call them Big Luxury Brand A and Little Local Jeweller B). Big Luxury Brand A is 150 years old...
It has been a fascinating journey, to create SALT. Mostly, because it has allowed me to bring my own professional value into focus. Not my “daily job” remits. Not what is written on my CV, or on my LinkedIn page. Finding my value has been about embracing the complexity...