How F.P. Journe created a new service without market research
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?
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
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. More recently, the collaboration with Yayoi Kusama gave rise to spectacular installations in Paris. But what are Louis Vuitton’s likely next collaborations, and what will the brand’s future products look like? To figure it out, I used generative AI. Let...
Richard Mille RM UP-01: marketing analysis of a €1.86m watch
Richard Mille has just released the RM UP-01, a watch designed in partnership with Ferrari. This ultra-thin watch (1.75 mm) has an unprecedented selling price: 1.86 million Euros. Beyond the technological prowess (see video below), this watch marks a marketing turning point. This is the opportunity for us to analyze in this article the marketing of the RM UP-01 and the place of this object in a luxury watch market that has exploded in the last 2 years. The Richard...
Patek Philippe Nautilus: how have prices changed in 4 years?
How much does a Patek Philippe Nautilus cost? How will Nautilus prices evolve? Answering these questions, as relevant as they are, has become extremely difficult following the bubble formed in the luxury men’s watch market. Some models have seen their prices explode. The Nautilus from Patek Philippe is one of them. This article analyzes the price history of 31 Patek Philippe Nautilus models. We reveal the models that have gained an absolute value, the most dramatic relative increases, and...
![Investing in the metaverse: 3 reasons to get started [Analysis]](https://www.intotheminds.com/blog/app/uploads/investment-metaverse-investir-240x240.jpg)
Investing in the metaverse: 3 reasons to get started [Analysis]
Investing in the metaverse is very trendy. In particular, in the fashion and luxury industries, companies are showing significant interest. If we can debate the generalization of the metaverse or the ethical problems it poses, one thing is sure. The metaverse is a reservoir of opportunities for those who want to reach early adopters. In this article, we analyze 3 reasons companies invest in the metaverse: to generate additional revenues, attract new customers, and make the link between real and virtual. We propose 10 detailed examples with illustrative...
Patrick Roger: his stores are irresistibly attractive to customers
Some stores are worth the detour, and Patrick Roger’s are among them. I would be willing to travel hundreds of kilometers to immerse myself in the unique atmosphere that each of his sales outlets exudes. So, I couldn’t avoid visiting the one in the Marais in Paris that the Covid pandemic had deprived me. This store is an example for all retailers because it converts passers-by into customers. This is where the brand’s customer experience begins. The store is located at 43...
Vuitton x Nike Air Force 1 by Virgil Abloh: a crazy sale at Sotheby’s
These are truly crazy times. How else can you explain that 200 pairs of Nike Air Force 1 Virgil sneakers sold for an average of over $100,000 each? That’s what happened at the online sale that Sotheby’s organized from 26 January to 9 February 2022. The sale result, proudly announced on the Sotheby’s page (see screenshot below), leaves one breathless: $25,332,300. The starting estimate was already generous for a pair of sneakers: $5000 to $15000. From a marketing point...
Blockchain use in luxury watchmaking
With the Aura Blockchain Consortium, the luxury sector has seized on blockchain to remedy counterfeiting problems. But blockchain has also been used in luxury watchmaking since 2018 to leverage customer satisfaction and loyalty. This article analyzes the different projects using blockchain that luxury watch brands have launched in recent years. If you only have 30 seconds Blockchain has been used since 2019 in the luxury watch industry to certify the authenticity of watches Vacheron Constantin, Ulysse Nardin, and Breitling are...
![Why the giants of the luxury sector are joining forces in the Aura Blockchain [Analysis]](https://www.intotheminds.com/blog/app/uploads/blockchain-240x240.jpg)
Why the giants of the luxury sector are joining forces in the Aura Blockchain [Analysis]
LVMH, Prada, and Richemont have announced the creation of the Aura Blockchain consortium. This alliance in the blockchain meets 3 strategic objectives: the fight against counterfeiting tracking luxury goods sold on second-hand platforms the will to maintain a relationship with the successive owners during the lifetime of the product Read also Second-hand luxury market: statistics and analysis Summary The history of the Aura Blockchain The challenges of product traceability in the luxury sector Better control of the second-hand...
![The phenomenon of “continuation cars” [Marketing analysis]](https://www.intotheminds.com/blog/app/uploads/aston-martin-db5-goldfinger-continuation-car-240x240.jpg)
The phenomenon of “continuation cars” [Marketing analysis]
In a minimal series, Jaguar has just announced the rebirth of one of its flagship models: The Jaguar C-Type. This ultra-exclusive production of an old model is nothing new in the automotive sector. We look at the phenomenon of “continuation cars” in this article between nostalgia and the satisfaction of niche customers. We first explain what they are and where they come from before looking at these extraordinary cars’ marketing and branding aspects. Finally, we give multiple examples of the most famous continuation cars (Aston...
Retail: Levita’s levitation of objects in the shop window
Always looking for new trends in the retail world, this year we returned to interactive window displays, which are increasingly used by brands to differentiate themselves from their competitors and offer a unique experience to their customers and attract shoppers. Today, two magicians (Clément Kerstenne and Philippe Bougard) put their tricks in-store and create shop windows that levitate objects. Philippe and Clément tell us about this experience. A few words about Levita In 2018, Clément Kerstenne...
Marketing research : purchase drivers of luxury iconic products
An interesting piece of marketing research was presented on the last day of the International Marketing Trends conference that took place in Venice from 17 to 19 January 2019. The research was carried out by a team of 4 researchers from INSEEC business school (see reference at the end of this article) and was entitled “Timeless luxury: what drives the purchase of iconic products“. You’ll find the powerpoint slides of the presentation at the end of...
Louis Vuitton’s latest popup store in New-York open until 10 March 18
Vuitton opened a popup store on Greene Street, New-York, on 8 February 2018 to sell a limited collected of sneakers. The popup store, which will remain open until 10 March 2018, is located at the corner of Greene street and Prince street, two of the most fashionable retail streets in New-York. The Vuitton popup store is dedicated to the Archlight sneakers which, at $1090, may be the coolest and most desirable sneakers on earth. Expect to...
Brand image : Hublot store bets on new technologies
Innovation is the nexus of retail marketing, especially when it comes to the differentiation of points of sales (POS). Innovation often comes first from the top, i.e. from premium brands which have the money to invest in new technologies. Today we’d like to present you an innovation we spotted in the Hublot store of Place Vendôme, in Paris. Hublot is a watch brand that belongs to the LVMH group and is currently headed by Jean-Clauve Biver,...
Luxury: shocking bad service and low customer satisfaction
Service quality is essential to increase customer satisfaction and loyalty. Personal encounters are crucial to increase the level of service; yet some brands in the luxury sector recruit employees that don’t master the codes of the sector which leads to a complete discrepancy and to dissatisfaction. Here is a true story that just happened to me and that involves Berluti, a brand of the LVMH group, and two other less known brands : Altan and Corthay....
Rolls-Royce’s extreme segmentation
Sometimes brands can go very far as far as segmentation is concerned. In the luxury business the growth path goes through Asia and in particular therough China. I recently came across a crazy example. Rolls Royce actually prepared a limited edition for the Chinese market only. Nicknamed “Year of the Dragon”, this limited series of the Phantom sold out in 2 months although it was priced at 1m€ each. The red exterior (the color of luck)...
What is the future of luxury brands in Asia?
Specialized media flood us with figures all the more crazy than the others. Prada plans to open 160 new stores in Asia to support its growth, PPR (Pinaud Printemps Redoute) plans to open 100 new outlets, the Swedish group H & M announced it will enter the luxury segment to counter its rival Zara. “Last but no least” if the industrial future of France seems to be doomed to die (the ratio of industrial value added...
Guerlain: customer experience in the historic store on Paris’ Champs Elysées
Guerlain just opened a pop-up store on the Champs-Elysées avenue (number 68), next to its historic store. I’ll deal with the pop-up store in a separate post but for the time being let’s see what’s up in the “old” store. The store was re-designed completely by Andrée Putman a few years ago and offers a unique customer experience that deserves a detailed marketing analysis. The ground floor is very classical and cannot be considered very special....
The example of a well-managed customer experience by Blancpain
When Jean-Claude Biver took over Blancpain to revamp it, one of the first things he did was to launch the 6 masterpieces, a range of 6 watches (from the most simple to the most complicated) housed in the same case. One of those watches was the moonphase, which combines an annual calendar with the display of the phase of the moon. This is a pretty classical complication which still exists (in a larger case) today in...
What is the marketing positionning of Blancpain (Swatch group)
Blancpain is a famous watch brand owned by the Swatch group which, in my opinion, deserves attention for several reasons. Blancpain is first of all a brand with history; not only an historical tradition of watchmaking that goes back to the 18th century, but also a more recent entrepreneurial history when the brand was revamped by the great Jean-Claude Biver. Blancpain is today the result of a subtle positioning on its 280-year history and a managerial...
A call to reinvent the codes of the luxury sector
It’s too much. I was reading last week an article about Sushi Shop in a monthly French economic magazine. The author explained that Sushi Shop just let redesign its packaging by Kenzo, the famous clothing design who has diversified into a myriad of other activities. Sushi Shop claims to be a luxury firm within the Sushi industry and all the clichés of the luxury are actually used to justify its upper-tier positioning: black packaging, wording (they...
![Investing in the metaverse: 3 reasons to get started [Analysis]](https://www.intotheminds.com/blog/app/uploads/investment-metaverse-investir-60x60.jpg)
![Why the giants of the luxury sector are joining forces in the Aura Blockchain [Analysis]](https://www.intotheminds.com/blog/app/uploads/blockchain-60x60.jpg)
![The phenomenon of “continuation cars” [Marketing analysis]](https://www.intotheminds.com/blog/app/uploads/aston-martin-db5-goldfinger-continuation-car-60x60.jpg)
