Louis Vuitton

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Using Famous Faces to Impress Chinese Consumers Just Got Trickier

2 July 2020 • By Casey Hall

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Using Famous Faces to Impress Chinese Consumers Just Got Trickier

Marketing to Chinese consumers in a time of crisis means that brands with tighter budgets need to consider new ways of leveraging Chinese influencers and celebrities.

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How Luxury Brands Sell 'Exclusive' Goods by the Millions

22 June 2020 • By Luca Solca

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How Luxury Brands Sell 'Exclusive' Goods by the Millions

Successful modern luxury brands deploy a number of powerful strategies to achieve the perception of exclusivity while moving millions of units. Here’s how it works.

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Luxury’s Inequality Problem

5 June 2020 • By Vikram Alexei Kansara

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Luxury’s Inequality Problem

The anti-racism protests that have swept the United States are inextricably linked to socio-economic class and rising inequality. Are luxury brands listening?

On Racism, Fashion Must Do More Than Speak Up

1 June 2020 • By The BoF Editors

1 June 2020 • By The BoF Editors

After yet another senseless killing of an unarmed black man at the hands of the police in the United States, the fashion industry has a duty to its customers and society at large to use its privilege and power to drive systemic change.

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On Racism, Fashion Must Do More Than Speak Up

After yet another senseless killing of an unarmed black man at the hands of the police in the United States, the fashion industry has a duty to its customers and society at large to use its privilege and power to drive systemic change.

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Power Moves | Ferragamo Names Executive Deputy Chairman, Louis Vuitton Appoints Director of Women’s Fashion Leather Goods

28 May 2020 • By Aminah Khan

This week, Michele Norsa returns to Ferragamo as executive deputy board chairman after exiting in 2016, while Louis Vuitton hires former Mulberry designer Johnny Coca to lead its women’s leather goods division.

Power Moves | Ferragamo Names Executive Deputy Chairman, Louis Vuitton Appoints Director of Women’s Fashion Leather Goods

This week, Michele Norsa returns to Ferragamo as executive deputy board chairman after exiting in 2016, while Louis Vuitton hires former Mulberry designer Johnny Coca to lead its women’s leather goods division.

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5 Strategies for Chinese Valentine’s Day

19 May 2020 • By Casey Hall

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5 Strategies for Chinese Valentine’s Day

Brands are going all out with campaigns aimed at capturing the hearts and wallets of Chinese consumers in the run-up to the annual 520 celebration. Here’s how to cut through all the marketing noise.

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Why Luxury Came to the Rescue

18 May 2020 • By Lauren Sherman

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Why Luxury Came to the Rescue

To support the fight against Covid-19, European fashion companies have been doing everything from producing hand sanitiser to building new hospital wings. What’s driving these wartime-like efforts?

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Why Luxury Brands Are Raising Prices in a Pandemic

15 May 2020 • By Vikram Alexei Kansara

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Why Luxury Brands Are Raising Prices in a Pandemic

Top-tier brands like Chanel and Louis Vuitton are hiking prices in what looks like a bid to pad margins, cushion the impact of lower sales volumes and capitalise on the China rebound.

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Luxury’s Livestreaming Gamble

14 May 2020 • By Casey Hall

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Luxury’s Livestreaming Gamble

‘Live commerce’ can sound intimidating or even repellent to luxury brands, but a few brave players have recently rolled the dice knowing they need to be risk-takers in the current crisis. Will livestreaming be a bad bet or a big pay-out in the world's largest luxury market?

Op-Ed | The Future of Luxury in 4 Trends

14 May 2020 • By Erwan Rambourg

Op-Ed | The Future of Luxury in 4 Trends

The post-virus luxury sector will be shaped by the acceleration of four existing trends, writes Erwan Rambourg.