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E D I T O R I A L


Golden Hour in Crisis PR: Masterclass from Elon Musk
How the 'golden hour' shapes crisis PR responses, with Musk's swift handling of the Tesla Cybertruck explosion as a standout example.
Maryna Borysenko
Jan 13, 20252 min read


No Lines, Just Stars, or Luxury Shopping Today
Luxury shoppers are having a field day comparing notes.
Maryna Borysenko
Jan 12, 20251 min read


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


Navigating Service Failures in High-End Boutiques: My SCHIAPARELLI Experience
True story of luxury shopping gone wrong. How poor service in high-end boutiques affects customer loyalty, and how to make it better.
Maryna Borysenko
Dec 9, 20242 min read


2Jour Gazette | Edition 9 | 18 Nov - 24 Nov 2024
Mytheresa reports success (I have doubts), Kering changes Saint Laurent and Balenciaga leadership, the priciest shopping street & more.
Maryna Borysenko
Nov 25, 20248 min read


2Jour Gazette | Edition 8 | 11 Nov - 17 Nov 2024
Luxury slows; McKinsey, Bain advise on pricing & digital. LVMH succession reshuffle, Chanel eyes Blazy and more in this week's edition.
Maryna Borysenko
Nov 18, 202415 min read


Skiwear Edition 2024-2025: Collaborations in Luxury Fashion I’d Wait For
Three years ago Chloe x Fusalp ski capsule set the bar for stylish skiwear. Here’s my wishlist for apres ski luxury fashion collaborations.
Maryna Borysenko
Nov 12, 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


2Jour Gazette | Edition 7 | 04 Nov - 10 Nov 2024
Richemont’s steady sales, LVMH exec shake-up, Japan’s luxury boom and what is behind it, Loro Piana’s holiday windows at Harrods, and more.
Maryna Borysenko
Nov 11, 202410 min read


2Jour Gazette | Edition 6 | 28 Oct - 03 Nov 2024
What’s been making waves in fashion and luxury: Prada Group Q3 24 report, Estee Lauder succession, Hermes children's books & more.
Maryna Borysenko
Nov 4, 202414 min read


Latest Faux-Pas in Brand Communication: What Client Is Bottega Veneta Chasing?
Why is Bottega Veneta focused on exotic leathers in the Resort 2025 lookbook, and what are the downsides of this approach?
Maryna Borysenko
Nov 1, 20242 min read


2Jour Gazette | Edition 5 | 21 Oct - 27 Oct 2024
From Q3 2024 fashion & beauty group earnings reports to Estée Lauder landing on Amazon & unsuccessful Tapestry takeover of Capri Holdings.
Maryna Borysenko
Oct 28, 20249 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


2Jour Gazette | Edition 4 | 13 Oct - 20 Oct 2024
The main event this week is the luxury market slowdown, confirmed by LVMH's report. How can brands navigate through the crisis?
Maryna Borysenko
Oct 21, 202432 min read


2Jour Gazette | Edition 3 | 6 Oct - 12 Oct 2024
A curated look at fashion and luxury highlights from the past week, from leadership shifts to creative campaigns.
Maryna Borysenko
Oct 13, 202419 min read


Gaps Identified & Solutions: e-Mail Triggers at Net-a-Porter and Irrelevant Search Results at Brunello Cucinelli
Brunello Cucinelli's search issues, Net-a-Porter's email timing, & how optimizing customer journeys can improve online shopping experiences.
Maryna Borysenko
Oct 11, 20242 min read


Dior Website Check: 9 Months, Still No Breadcrumbs
After 9 months of work, Dior’s website redesign left out something crucial. Updated review.
Maryna Borysenko
Oct 7, 20242 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


2Jour Gazette | Edition 2 | 29 Sept - 5 Oct 2024
LVMH’s Formula 1 partnership, the Off-White™ sale, leadership shake-ups at Celine and Missoni, and the rise luxury perfume effect.
Maryna Borysenko
Oct 6, 202419 min read


How Zara Streaming’s Brutally Honest Approach Is Transforming Online Fashion: What Brands Can Learn
How Zara Streaming with Cindy and Kaia Crawford used unretouched try-ons to build trust, engage customers, and drive online sales.
Maryna Borysenko
Oct 3, 20244 min read


Gap Identified: How To Display Color Variety In Beauty Better. Dior Beauty Example.
Discover an easy solution to improve color variety display in beauty, with Dior's Rouge Dior Lipstick as an example.
Maryna Borysenko
Oct 2, 20241 min read


Gap Identified: Missed Cross-Sell Potential on Stone Island Website + 2 Solutions How to Sell Sets & Suits
2 e-Commerce solutions ideal for selling suits, co-ord sets, tracksuits, and more, especially for men. Stone Island example.
Maryna Borysenko
Oct 1, 20243 min read


Innovative, But Pointless? Website Features Customers Don’t Actually Want
How some 'innovative' features are actually obstacles in luxury e-commerce.
Maryna Borysenko
Sep 30, 20242 min read
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