Sales of megabrands like Louis Vuitton and Hermès continue to surge, but ubiquity risk is driven by key styles appearing too often on the street and not by revenue, writes Luca Solca.

The Italian ski-wear brand’s large-scale events are a good example of how it’s able to play in the same league as brands with significantly larger budgets, argues Luca Solca.

The group’s focus on luxury fashion has paid off, thanks to bets on bold creativity and the designer, CEO and merchandiser ‘tripods’ it typically installs at its brands, writes Luca Solca.

Above all, the French conglomerate benefits from the sheer scale of its core megabrand Louis Vuitton, setting in motion a virtuous cycle that powers profit generation, writes Luca Solca.