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E D I T O R I A L


A few thoughts on Chanel
Chanel 2024 financial results: dive into its brand spend, Chanel 25 buzz, price-hike fallout, RTW success, menswear & more.
Maryna Borysenko
May 21, 20253 min read


Pre-Order and Coming Soon in E-Commerce: Examples of Execution and Recommendations
How top brands handle "coming soon" and pre-orders — plus recommendations and experience from Louis Vuitton others to boost e-commerce UX.
Maryna Borysenko
May 20, 20253 min read


Valentino Labour Exploitation Case: A PR Breakdown of Crisis Communication
Milan court puts Valentino Bags Lab under administration for labor abuses—uncover the fallout, key players, and an effective crisis-communications playbook.
Maryna Borysenko
May 18, 20257 min read


Weekend readings (1)
Weekend review of the Financial Times: thoughts on luxury’s zero-sum logic, mimetic desire, brand strategy, and media placement.
Maryna Borysenko
May 10, 20252 min read


Beauty Upsells That Work: Dior Perfume Example + Better Solution
A breakdown of Dior online upsell with perfume caps — what works, what doesn’t, and how to improve site experience and average order value.
Maryna Borysenko
May 9, 20253 min read


The Phoebe Philo Brand: What’s Next? A Strategy Guide.
Why Phoebe Philo’s HTSI edition missed the mark — and how the brand can evolve across sales, product, and communication.
Maryna Borysenko
May 6, 202511 min read


Following Moët Hennessy Layoff News: The Truth People Don’t Like to Hear + My Rules in PR & Communication Consultancy
Following Moët Hennessy layoff news: balancing tough business decisions with empathy and effective communication strategy.
Maryna Borysenko
May 2, 20252 min read


Label Approach in Bottega Veneta Product Presentation (+ further ideas)
How labels can enhance a brand: telling stories, building loyalty, and sparking interest. Bottega Veneta example + further ideas.
Maryna Borysenko
May 1, 20253 min read


2Jour Gazette | Special Edition (14): Kering 2025 Annual General Meeting. Key Takeaways and Strategic (?) Outlook.
Kering AGM 2025: Leadership outlines recovery roadmap amid market challenges. But is there actually a plan? Read the key takeaways in the article.
Maryna Borysenko
Apr 29, 202515 min read


Cedar, with Meaning: Why (and How) Loro Piana Should Share The Purpose of The Packaging
Why Loro Piana should share the purpose behind its packaging, cedarwood ball, — and how that small gesture can build lasting loyalty.
Maryna Borysenko
Apr 24, 20252 min read


2Jour Gazette | Special Edition (13): LVMH 2025 Annual General Meeting. What Else Was Said (and Meant), Apart From Confirming Jonathan Anderson in Dior Men.
Inside LVMH’s Annual General Meeting: strategy pivots, communication breakdowns, and Bernard Arnault’s vision on luxury state.
Maryna Borysenko
Apr 23, 202522 min read


Lessons from the Van Cleef & Arpels Tarnishing Case
A look into the Van Cleef & Arpels tarnishing case—how client relations and after-sales care impacted brand perception, and what to do next.
Maryna Borysenko
Apr 7, 20253 min read


Factory that makes $10,000 handbags: PR breakdown of Chanel communication misstep
What went wrong with the video of the Chanel factory that makes $10,000 handbags—and how the communication can be fixed.
Maryna Borysenko
Apr 6, 202514 min read


See more and Be more: eyewear e-commerce insights from EssilorLuxottica
E-commerce eyewear playbook: key practices for online luxury eyewear, based on EssilorLuxottica Universal Registration Document 2024.
Maryna Borysenko
Apr 1, 20255 min read


Red lips, mixed messages: A PR breakdown of Louis Vuitton beauty tease
A closer look at how Louis Vuitton communicated its beauty launch — through the lens of PR and narrative consistency.
Maryna Borysenko
Mar 25, 202510 min read


RTW details that drive fashion sales: Alaïa SS25 example
Luxury fashion should balance creativity w practicality—wearability, branding & retail execution can drive sales. Alaïa SS25 example.
Maryna Borysenko
Mar 17, 20253 min read


2Jour Gazette | Special edition (12): HERMÈS formula
What makes Hermès successful? A report based on FY 2024 results: key financials and strategy. Growth drivers, risks, and opportunities.
Maryna Borysenko
Mar 15, 202544 min read


Bernard Arnault Wants to Stay at the Helm of LVMH Until 85
Bernard Arnault, now 76, eyes staying on as CEO of LVMH past 80—investors to vote on raising the age limit to 85.
Maryna Borysenko
Mar 12, 20252 min read


2Jour Gazette | Special Edition (11): LVMH
Dive deep into LVMH 2024FY results report to analyze what was actually said at the presentation and what was implied between the lines.
Maryna Borysenko
Feb 28, 202525 min read


Is Fashion Losing Itself in the Experience Era?
Maison Alaïa’s new Paris flagship blew me away, but it made me wonder: are bold spaces and experiences stealing the spotlight from fashion?
Maryna Borysenko
Jan 22, 20252 min read


2Jour Gazette | Edition 10 | 13 Jan - 19 Jan 2025
Richemont sparks hope for luxury players, TikTok's US return, luxury sanctions and how LVMH is still in Russia, and more.
Maryna Borysenko
Jan 20, 202521 min read


LVMH PR lesson: Russia Sanctions Test Moët Hennessy
LVMH’s rapid response to Moët Hennessy’s issue shows awareness but lacks finesse, highlighting gaps in handling high-stakes PR crises.
Maryna Borysenko
Jan 16, 20252 min read


What Luxury Fashion Giants Prioritize in E-Commerce, According to Job Boards
Explore key e-commerce strategies of luxury fashion giants Hermès, LVMH, Kering, Richemont, CHANEL, and Prada Group—according to job boards.
Maryna Borysenko
Jan 14, 20252 min read


How-To Guide: Luxury Markdowns
Luxury brands ditch markdowns, but is it the right move? Thoughts on strategies, trends, and why balance matters in a slowdown.
Maryna Borysenko
Jan 14, 20252 min read
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