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matus-kovacovsky-eIvLuyDjCQI-unsplash Paradox Brands

Power of Paradox Brands

Paradoxes are both familiar and common to the human condition. They are brain teasers that reveal faults in our senses and errors in human logic. Authors and poets delight in paradoxes because they stop the reader in their tracks to ponder the apparent contradictions. Like the familiar phrase, “Less is more,” or when Shakespeare’s Hamlet […]

chi-lok-tsang-2vkd36Fx1rI-unsplash HERMES

Hermès Leans Into Stores, Home and Metaverse For Growth as a Lifestyle Brand

Stretching the luxury brand into product ranges beyond their traditional areas of competence is a classic business-building strategy in the luxury market. Through the stretch, they cash in on their reputation in one sphere to extend it into another where they haven’t played before. The strategy is so foundational in luxury that J.N. Kapferer and […]

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hugo-delauney-bGq3GmGD-Rs-unsplash Luxury store

Conspicuous Consumption Is Back as Higher Luxury Prices Drives Demand

The personal luxury goods market has come through the most disruptive year in recent history and emerged on the other side stronger than ever. After reaching a global high of $307 billion in 2019, industry sales dropped a whopping 22% in 2020 only to recover and even top it in 2021, reaching $309 billion, according […]

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Louis Vuitton Leans Into the Slippery Slope of Culture as the Calls for Equity Grow

In LVMH’s recent earnings call reporting fourth quarter and year-end 2021 results, CEO Bernard Arnault took a victory lap. He reported record-breaking financial results, with revenues reaching $73 billion on organic growth of 36% over 2020 and 14% compared to 2019 and profit from recurring operations at $19.5 billion that doubled over 2020 and rose […]

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What Does A Luxury Brand Sound Like?

Not too long ago, although it seems like ages since we could attend conferences in person, I met a senior marketing executive from Farmers Insurance who told me that when his team was first presented with the Farmers jingle, they hated it. “Too hokey!” is what he said. But their vote was overridden by more […]