Articles filed underLuxury
Why did the Hermès Birkin bag sell for €8.6m?
By Pierre-Nicolas Schwab •
In this article, I analyze and explain why the prototype of the Birkin bag created by Hermès in 1985 sold for €8.6m at Sotheby’s in July 2025.
Le Creuset: the marketing strategy to become a love brand
In this article, we analyze Le Creuset's marketing strategy, particularly its diversification into items that are not, a priori, its core business.
Louis Vuitton: Christmas windows with a carousel theme
In this article, I will tell you about the superb window displays in the Vuitton shops in Paris. For Christmas 2024, they were all on the theme of the carousel, and a street marketing operation was even organized.
Luxury: Beyond Products, the InRealLife experience
By Pierre-Nicolas Schwab •
This article analyzes the experiential trend in the luxury sector with a series of concrete marketing actions.
How F.P. Journe created a new service without market research
By Pierre-Nicolas Schwab •
In this article, you'll discover the example of a watch brand that launched a new service based on a customer's request. The CEO's intuition paid off, but it's important to remember that this is the exception. Here's how to get the best out of your customers' ideas and assessments.
Vuitton x artists collaboration: works of art or luxury products?
By Pierre-Nicolas Schwab •
Louis Vuitton is multiplying its collaborations with contemporary artists. Are Vuitton products becoming works of art in their own right? And how do these collaborations benefit the brand?
ChatGPT and Midjourney Invent the future Louis Vuitton bags
By Pierre-Nicolas Schwab •
Louis Vuitton regularly collaborates with contemporary artists and proposes limited-edition collections. The street marketing operation was among the best in the last 20 years. I have already talked on this blog about the collaboration with Jef Koons and the spectacular windows created on this occasion.…
Richard Mille RM UP-01: marketing analysis of a €1.86m watch
Patek Philippe Nautilus: how have prices changed in 4 years?
Investing in the metaverse: 3 reasons to get started [Analysis]
Patrick Roger: his stores are irresistibly attractive to customers
Vuitton x Nike Air Force 1 by Virgil Abloh: a crazy sale at Sotheby’s
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