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Fashion and Luxury Management

Fashion and Luxury Management

October 02nd, 2024

Could Department Store Salespeople Hold the Key to Success for Luxury Brands?

For luxury retail brands, selling their goods in other businesses’ stores may be an effective way of reaching more customers. But the employees at these stores might play a bigger role in the success of these distribution partnerships than expected, write Dominique Rouziès of HEC Paris and her co-authors Moumita Das Gyomlai of Ohio University, Michael Ahearne of the University of Houston, and Jean-Noël Kapferer of INSEEC U in their recent paper.Key findings:Salespeople in non-owned stores are important for selling luxury brands.Luxury can thrive in non-luxury environments if the store employees are engaged and perceive a strong fit between the store's brand and the luxury brand.To enhance this brand fit and improve sales performance in non-owned stores, luxury brands should invest in brand-specific training and communicate a clear rationale for the partnership.

By Dominique Rouziès

Asian manager closing blue suit buttons, arranging fashionable clothes and stylish accessories in modern boutique.

Fashion and Luxury Management

November 04th, 2022

Nudging Luxury Consumers to Contribute to Charity

Many luxury brands have engaged in corporate social responsibility by linking products to a charitable cause. But altruism is at odds with the materialistic motivations to purchase fancy watches or handbags. So how do luxury brands overcome the paradox and get their clients to engage in charitable giving? Find out in this new study by HEC Paris Marketing Professor L. J. Shrum and PhD Sukhyun Kim, and Kiwan Park of Seoul National University.

By L. J. Shrum

Fashion and Luxury Management

March 07th, 2019

Why Many Luxury Leaders Prefer not to Use the Word Luxury

Luxury is a three faceted word. It refers first to a concept, very subjective thus always hotly debated. It is also a very lucrative macro-economic sector that has been growing over the last 25 years. Finally, it also designates a very specific strategy, distinct from other strategies such as a fashion strategy, a premium strategy or a masstige strategy. Any company can adopt a luxury strategy even if it does not produce the classical goods or services traditionally associated with the luxury sector. Apple is a typical example.

Associate Professor (Education Track)

Fashion and Luxury Management

October 08th, 2014

When is a Vuitton not a Vuitton?

The purchasing of fake luxury goods has increased dramatically in recent years and counterfeiting now functions as a parallel market to the luxury industry itself. But what are the real reasons for the emergence of this shadow market and how big a threat does it pose for luxury brands?

Associate Professor (Education Track)

Fashion and Luxury Management

December 15th, 2012

The Luxury Market: A Development Opportunity for the Nomads of the Tibetan Plateau?

Year after year, the economic situation of the nomads of the Tibetan Plateau deteriorates. In response, the Norlha project, which means “providence,” was launched in 2006. It aims to add value to yak wool by creating very high quality products for the luxury market. Anne Michaut reveals how the luxury market can help to provide outlets for handicraft and improve the standard of living of poor populations.

By Anne Michaut

Tibetan Plateau yack

Fashion and Luxury Management

November 15th, 2012

The Brand France, a source of great appeal

Should France abandon manufacturing in favor of becoming a service economy? “Such a policy in key sectors would signal the loss of our sovereignty and would not solve our problems,” warns Jean-Noël Kapferer. His proposal: build a Brand France with strong and distinctive values, capable of catalyzing the sale of high-end products, services, and culture both at home and abroad.

By Jean-Noël Kapferer