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  • For and Against
    - 12 Apr 2012
    - by Sophie Doran

    For and Against: Luxury Brand High Street Collaborations

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    Luxury Society investigates why luxury brands partner with high street retailers and what it can cost them in terms of brand equity.

    In our recent exploration of Celebrity Marketing in Luxury Communications we explained the two facets of luxury according to branding expert Jean-Noël Kapferer and luxury industry executive Vincent Bastien. “Luxury for oneself and luxury for others,” explained the duo. “To sustain the latter facet it is essential that there should be many more people that are familiar with the brand than those who could possibly afford to buy it for themselves.”

    Whilst Kapferer and Bastien were referring to the power of celebrity in reaching those whom the brand are not targeting, they could just have easily been discussing the more recent – and perhaps just as effective – luxury brand high street collaboration. Where brands take the world of luxury and try make it relevant to a much wider audience using lower quality at lower pricepoints, without compromising the exclusivity factor by limiting the size and distribution of collections (Marketing Week).

    Read more » Comments (3)
  • For and Against
    - 16 Mar 2012
    - by Sophie Doran

    For and Against: Celebrity Marketing in Luxury Communications

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    Luxury Society investigates the relationship between luxury brands and celebrities, and the merits of such partnerships in the modern marketing mix.

    Celebrities and luxury brands, hardly an innovative concept. History has proven that a heavenly pairing of Hollywood starlet and French couture house can have dazzling, often very durable, effects on a brand. Audrey Hepburn will forever be associated with Givenchy, just as Jackie Onassis will Gucci and Elizabeth Taylor, Bulgari. In the modern sense, one only has to think about the effect that ‘It girls’ have had on the sale of ‘It bags’.

    Luxury brands have long celebrated partnerships and placement with celebrities – people that exert significant influence in several facets of society – across arts, music, movies and television, sports, culture, politics and even religion (Brand Channel). The nature of these arrangements has traditionally remained private, so as not to detract from the ‘authenticity’ of a celebrity endorsing a brand.

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  • For and Against
    - 2 Nov 2011
    - by Sophie Doran

    For and Against: Consumption Slowdown, Luxury Goods

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    Luxury Society investigates the idea that increasing economic instability could lead to a slowdown of luxury goods consumption in 2012.

    A myriad of global economic issues are forcing luxury executives to address the possibility of a global recession and consequential slowdown in the consumption of luxury goods. Concerns over economic growth in China, high unemployment rates in the United States, mounting European debt, share market volatility and the questionable Euro are just some of the factors contributing to a state of economic malaise.

    Bloomberg suggested that the mid-September luxury stock slump, was reactionary to the news that the International Monetary Fund cut its forecast for full-year global economic growth, as the U.S. Federal Reserve warned of “significant” downside risks to the world’s largest economy. Until mid-September, luxury stocks had survived the stock market sell-off relatively unscathed. Since Sept. 21, Burberry has lost 21 per cent, Richemont 13 per cent, PPR 15 per cent and LVMH 12 per cent.

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Members opinion

  • Karen Weiner Escalera Generation Y: Luxury's Most Buoyant Market by Karen Weiner Escalera 3 May 2012
  • Isa Lavs Luxury Shopping in the UK: How the Market Continues to Grow by Isa Lavs 1 May 2012
  • Marina Cozzika South Africa’s Luxury Consumers Buck International Trends by Marina Cozzika 25 Apr 2012
  • Sophie Maxwell Has Luxury Brand Diversification Gone Too Far? by Sophie Maxwell 18 Apr 2012

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Featured Members

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  • Vianney d'Alançon Vianney d'Alançon

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