Luxury Insiders

In today’s blog, we are going to talk about the unique experience that shopping in an Audemars Piguet boutique represents. We already talked about their concept of AP House that innovates the retailing experience but we did not discuss the more traditional shopping experience in their boutique. Sensory pleasure  One of the first elements that you may sense in an AP boutique, is the warm and cozy design of their interior. The interior is open, there are fresh flowers disposed around the store, comfortable sofas and a bar made with stone reminiscent of the typical dry stone wall that you may find in the field of the Vallée de Joux. Most of the furniture is made in wood and matches perfectly with the gold / black / white paint on the wall and the vitrine. Movies showing the beautiful landscape of the Jura are displayed on screens which further reinforce the brand origin and their heritage. Affective Pleasure At the entry of every AP boutiques, a welcoming, agreeable and open guard is ...

The new darling of the year, 100% independent, he is a designer, artistic director, and founder of his eponymous brand, this is the story of Simon Jacquemus!  CAREER TRAJECTORY  Simon Porte Jacquemus is the famous designer of the Jacquemus brand. Let's focus a little more on his childhood and especially the path he took to get there. The son of farming parents, he left Provence to move to Paris to study fashion design at the famous ESMOD fashion school and became the assistant to the artistic director of Citizen K. At the end of his studies, he lost his mother and this was the trigger for the young designer to create his own brand Jacquemus as a tribute to his mother.  The brand's beginnings were very difficult, as the young designer could not find his place among the big names in fashion. In 2010, he launched his first collection by parading models on the street and began to gain notoriety.  A few years later, Jacquemus found its place at Paris Fashion Week and fina...

Traditionally, luxury brands are known to have wonderfully crafted and elegant boutiques that are made to impress and serve as a display of the brand's core vision. Audemars Piguet, the famous watch manufacturer from Switzerland, is no exception to the rule. However, in the last few years, the company developed a new concept, a new way of doing luxury retailing: the AP Houses. ______________________________________________ The rise in technology and the post-pandemic period have made the need for innovation and differentiation more important than ever. A major challenge facing the luxury industry is to be able to provide the same value through different retail channels, without losing the essence of luxury. The concept thought by Audemars Piguet, enables customers to experience a new retail experience while giving them a new viewpoint on the brand and products.   The AP Houses are not boutiques, they are luxurious and modern private apartments themed around the brand. These apartme...

In a globalized and interconnected world, it has become crucial for luxury brands to develop their business outside their home market. This comes with its fair share of challenges to adapt and fit the brand image to, sometimes, quite different culture. In this article, we are looking at Lamborghini's success to implement in the Indian market and what adjustments in their marketing were necessary to fit to the Indian culture . One of the key cultural differences between India and western culture is the historic caste system in India. Even though the advantages given to the higher caste were greatly diminished through the years and the action of the government, the caste identities are still strong.  Research on consumer behavior (Jain, et al., 2017) shows that Indians believe in conspicuous consumption and place their emphasis on acceptance by communities and group conformity. For marketers this means luxury consumption can be symbolic of social status and social class in Indian s...

Communication campaigns for fine jewelry must make an impression. Buying behavior is often motivated by emotional triggers. Luxury is about selling a desired dream, a special feeling, a unique experience, and some advertising campaigns stand out by offering relevance and a perfectly targeted message such as Bvlgari's The new MAI TROPPO (Never Too Much) campaign with storytelling strong in emotions.   A plot in the heart of Rome    Throughout the advertisement, the viewer is immersed in a plot with the goal of knowing who is being talked about. Indeed, the whole storytelling revolves around "She is here" but who is it about, an object, a person, or a story. The viewer is the last to know and Bvlgari managed to keep his attention by showing clues as if it were a riddle to which everyone knows the answer except him. Bvlgari has also succeeded in a very good metaphor insofar as with "She is here" everyone expects a person, the new muse of the Maison, or an influenti...

Versace was founded by the brotherhood of Versace's family, Gianni, Santo and Donatella. During the first decades of the company and brand, Gianni was the appointed designer of Versace. His taste for luxurious, and glamorous fashion has positioned him as an irreplaceable figure in pop culture, from the high-priced power dressing of the 1980s to the successful mix of ghetto and luxury fashion of the 1990s. His distinctive and sexy cut of garment, as well as his frequent references to Greco-Roman culture, have earned him a cult following of worldwide celebrities. In 1997, Gianni Versace was murdered by a serial killer, which led his brother Santo to be appointed CEO of the company and his sister Donatella to replace him as creative director. That is when things started to become increasingly worse for Versace. Collections started to be far less successful, maybe due to a lack of experience from Donatella and her struggle with her cocaine addiction. Donatella deconstructs what her big...