Articles filed underLuxury

Brand Extension: The Winning Strategy for Luxury Brands
By Pierre-Nicolas Schwab • 6 march 2026
Luxury brands are seeking growth opportunities in other product and service categories. In this article, we analyze the brand extension strategy based on recent statistics and concrete examples.
- Strategy
Nespresso: adapting strategy to a challenging market
05/01/26
In this article, I analyse Nespresso's marketing strategy for dealing with an increasingly competitive coffee market. Since losing its monopoly on coffee pods, Nespresso has been engaged in a battle to defend its margins. This battle involves moving upmarket, with Maison Nespresso as a visible symbol of this strategy.
- Strategy
Why did the Hermès Birkin bag sell for €8.6m?
04/08/25
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.
- Luxury
Le Creuset: the marketing strategy to become a love brand
By Pierre-Nicolas Schwab •9 april 2025
In this article, we analyze Le Creuset's marketing strategy, particularly its diversification into items that are not, a priori, its core business.
- Strategy
Louis Vuitton: Christmas windows with a carousel theme
By Pierre-Nicolas Schwab •10 january 2025
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.
- Marketing
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Luxury: Beyond Products, the InRealLife experience
By Pierre-Nicolas Schwab •19 february 2024
This article analyzes the experiential trend in the luxury sector with a series of concrete marketing actions.
- Marketing
How F.P. Journe created a new service without market research
By Pierre-Nicolas Schwab •29 november 2023
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.
- Marketing