The image strategies of luxury brands used in China (both mainland China and Hong Kong) are very different from each other and deserve a closer look. I distinguish three typical cases: Case 1: Upmarket beauty brands set up shop using European models, thus imposing western beauty standards. In contrast, the mass-market brands chose to use Chinese models - they were obliged to do so considering the...more
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Louis Vuitton has unveiled its new campaign "L'invitation au voyage" – an ad film currently shown in theatres in France. An enigmatic teaser (a woman / a key / a letter / the Mona Lisa...) whetted the appetite of internet users. One could not help but be reminded of the method used by Dior two years ago when it launched the "Lady Dior" series. When...more
Co-authored by Michel Gutsatz, Luxury Retail Management is essential reading for anyone involved or interested in the world of luxury retail. Defining all the tools that are necessary to manage luxury stores, from the analysis of location and design concept, to the selection, training, and motivation of the staff, the book covers everything you need to know to enter, expand, understand, and succeed in the world...more
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