Louis Vuitton earned millions in earned media value during the World Cup victory celebration. The brand has long turned such sports trophy moments into cultural capital.
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AI Can Predict Luxury Trends—But It Can’t Code The Desire That Drives Them
Luxury shoppers increasingly rely on AI, but it is designed to meet defined needs, not create desire. Luxury desire is built on human factors that AI can’t replicate.
How Luxury Brands Are Showing Up At The World Cup
Luxury brands are leveraging sports as a way to build identity, aspiration and meaning. The creator ecosystem is helping them capture the mindshare around the World Cup.
Lululemon’s Trust Gap Widens After Another Controversy Hits
A new cultural misstep in China and recent quality concerns revive questions of Lululemon’s credibility and consumer trust, giving customers a reason to look elsewhere.
Meaning Is The New Currency Of Luxury — Where Quality Of Life Outranks Quantity Of Things
In a softening luxury goods market, meaning has become the new currency, reshaping demand, raising expectations and requiring brands to earn the right to be purchased.
