Sneakers for over €600 at Balenciaga (the famous Triple S), logo belts for over €300 at Gucci, basic T-shirts for €295 at Saint Laurent, these are obviously luxury prices.
And yet, it sells like hot cakes, and besides, luxury has not experienced the crisis.
Besides, Gucci is now showing 40% annual growth, it’s crazy!
But how do luxury brands manage to create such enthusiasm?
My answer will surprise you… or disappoint you. Whatever it is, you will have a new look at this industry, which no longer hesitates to interfere in games such as Final Fantasy or Deus Ex…
The two books cited in the video:
- Luxe Oblige, 450 pages which explain how the branding of a luxury house works
- Luxury and Digital, or how luxury must be reconciled with the web
