As detailed in one of the very first posts I wrote here, luxury has changed a lot over the last decade - an evolution accelerated by the pandemic and the rise of a new generation of luxury consumers. Nowadays, luxury is not just about opulence or just a price point anymore. It's about much more than that, as new luxury consumers now expect their favorite brands to have a voice and to stand for something. More than ever, they want to feel connected to their brands; they want t

For the last 20 years working in marketing, those who know me know that I have always been a marketing geek, always reading lots of stuff, articles, reports, books about branding and marketing and writing in - most of the times - a quite provocative way about the marketers little obsessions. As I progressively specialised in Premium & Luxury, I got familiar with specific reports, authors, and platforms that helped me learn about that fascinating industry. In the past 18 month

We had just put the pen down from writing about meaningful luxury and how people wanted to buy more consciously, about how brands needed to be true to their values, up to a certain rigor and dogma, let's admit it, about how the origin, the craft, the storytelling - the love & care ! - was everything ... and BAM, Erwan Rambourg shook the world of luxury 3 weeks ago and wrote about a new era of exuberance in an article called "The Luxury Rebound — Brace, Brace, a New Era of Exu