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...
Tag Archives: luxury
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?...
We have for too long conceived of things in the west and then, when they have been successful, run them sequentially in other places in the world. The paradigm has changed. The markets in Shanghai or Korea are so matured and highly developed that it means creative activities must...
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...
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...