Luxury Brand Management: The Complete Guide
Luxury brand management is not growth management, it is scarcity management. The standard brand manager’s toolkit reads, applied to a maison, as a list of instructions for destroying it.
10 Aug
04 Aug
Prada and Brunello Cucinelli Show Luxury Can Still Grow Without Raising Prices
Prada grew 5% and Brunello Cucinelli 13.3%, both without leaning on price increases and both with volumes positive. That is the metric the sector lost during the price-increase years.
03 Jul
Brand Audit: How to Evaluate Your Luxury Brand
The standard brand audit template was built for businesses that grow by reaching more people. Applied to a luxury house it measures the wrong things and recommends the actions most likely to erode the brand.
