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E D I T O R I A L
Hermès is Annabel
The difference between costly and expensive, and who is Annabel. 60 Minutes broadcast w Pierre-Alexis Dumas, Hermès’ artistic director.
Maryna Borysenko
Dec 19, 20243 min read
The Fine Line Of Luxury
How luxury brands balance exclusivity with mass appeal, affecting product availability and customer loyalty in the high-end market.
Maryna Borysenko
Dec 10, 20242 min read
Goyard London: Should Negative Reviews Be Taken Seriously?
Google reviews tear Goyard London boutique to shreds. When should brands pay attention to criticism?
Maryna Borysenko
Nov 11, 20242 min read
How Long Will It Take for Luxury Fashion to Return to End-of-Season Markdowns? It Might Already Be Time.
Luxury fashion crisis means it needs a plan. Going back to end-of-season markdowns might be an option.
Maryna Borysenko
Oct 23, 20243 min read
Small Munich Boutique Becomes the Most Powerful Luxury E-Retailer in the World: Mytheresa Acquires YNAP from Richemont
Mytheresa acquires YNAP from Richemont, creating a global luxury e-commerce giant with plans to grow to €4 billion: What you need to know.
Maryna Borysenko
Oct 7, 20242 min read
How To Communicate Sustainability Online Better. Chloe, Gucci, Loro Piana, Maison Margiela & Prada Examples & Insights
How luxury fashion brands communicate their sustainability efforts online. Examples and solutions.
Maryna Borysenko
Jul 20, 20246 min read
Communication Breakdown: Reviewing Brunello Cucinelli's AI Website Rollout
Why Brunello Cucinelli's AI website may dazzle with innovation but fails to communicate its fullest potential.
Maryna Borysenko
Jul 17, 20243 min read
Retail Gap Identified: When Sensory Has To Preveil Visual. Parfums Christian Dior Example.
Why Dior removes spray caps on parfum display and what significant touching point it misses with such approach.
Maryna Borysenko
Jul 13, 20242 min read
2Jour Guide: How to Advertise Luxury in Financial Times
Case study on how to target an audience of Financial Times: Chanel, Louis Vuitton, Saint Laurent, Bvlgari, Tiffany & Co, Chaumet ad examples
Maryna Borysenko
Jun 17, 20247 min read
Missed Opportunities in Luxury Fashion: Age Diversity
The untapped potential of age diversity in luxury fashion. How multi-generational appeal may expand market reach and grow loyalty.
Maryna Borysenko
Jun 15, 20242 min read
Maximising Visibility: Cross-Promotion within Luxury Fashion Group
How collaborations amplify brand synergy and drive market impact - LVMH, Hermes, Kering and Prada group examples.
Maryna Borysenko
May 8, 20244 min read
e-Commerce In Luxury Fashion: Should Brands Devote More Time To Their Official Websites And Online Shops?
When I scroll through the official websites of luxury brands, I often ask myself why. Why they are still far from "luxury experience"?
Maryna Borysenko
Apr 16, 20245 min read
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