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Luxury & Sustainability: The new gold rush ft. Freitag

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Since its creation, Freitag has produced elegant, resistant and high quality products. Moreover, the brand is perceived as an ecological brand, aware of the problem of the fashion’s overconsumption and all its environmental and societal consequences (House of Switzerland, 2020).   Indeed, the brand is standing for innovation, creativity, and environmental awareness. It is known for its investments in recycling used materials to create its famous product. Also, the company only works on resources available within 2’500 kilometers of their factory (EWP Team, 2019). From rainwater to recovering half of its heat in recovery plants and using hydro and solar electricity, Freitag has adopted a circular economy since its creation in 1993 (Nyfeler, 2019) For the customers, Freitag is distinguished from any other brand. Indeed, there is no similar brand investing so much in sustainable activities and consumers understand in addition to loving it since the beginning.  A menacing climate of enviro
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Employees who love their brand ? More likely than you think !

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It wasn't difficult for us to define the topic for this blog. When it comes to employee's brand-building behavior, the grey salesman at Cartier store Geneva spring to our mind. What we were impressed with and shared to each other the most from the Cartier visit ? Beatiful exhibits, well-designed interior, pleasant ambience and most importantly, kind staff. He is definitely a “fan” with his extra-role behavior. We guessed that he has worked for Cartier for many years and we were right; upon asking him, he confessed working for the brand for more than 10 years. We found not only that he knows full well every product and service to explain in detail, but also that he has passion and enjoys his job. He is about more than 50 with grey hair, and he is super friendly, energetic, and enthusiastic and he is able to connect with young people. Although he knows we are students and hardly make a purchase, he is always patient to answer all our questions and voluntarily introduce to us many
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Moncler’s not so clear perfumes

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Moncler is an Italian luxury clothing brand, mostly known for its skiwear, that was founded in 1952. Standing for uniqueness, authenticity, quality and excellence, said brand also wishes to harbour the spirit of mountains. The firm initiated a collaboration with Interparfums, the french perfume maker, in order to launch a line of fragrances, and said collaboration will last until at least 2026. Moncler Pour Femme and Moncler Pour Homme is their initial line, released in 2021, comprised of one fragrance for men and one for women. In addition to that, they were conceived by Nisrine Grillié, Antoine Maisondieu, Christophe Raynaud and Quentin Bisch, talented perfumers, having created smells reminiscent of the mountainous spirit of the brand, but these perfumes differentiate themselves with their unique packaging. Indeed, the two new fragrances are encapsulated in special flask-shaped bottles, equipped with led displays which can exhibit customized messages through an app and bluetooth conn
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Bvlgari flagship store experience: Review and Reflexion

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On an early winter afternoon when the outside temperature in Geneva was around 3°C, it's a good idea to step into a luxury store for mystery shopping. We chose the Bvlgari flagship store on Rue du Rhône 30.  Our scenario was that we are a group of friends including one future bride and we were looking for a necklace with a ruby central stone for her wedding. That was a weekday and there was one other guest in the store, so we didn’t have to wait. The Sales staff was friendly and treated us as customers. She asked in detail about my friend’s wedding and how the necklace we’re looking for, how her wedding dress would be to introduce the most suitable necklaces to us. We chatted for 30 minutes, and my friend tried on one necklace at their customer lounge. Although we didn’t find a necklace as she expected, we exchanged contact information with the sales staff to get the news for the upcoming products.  We would say that we had a nice experience, but there are things that are not fulfi
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Iconic portrait : Tom Ford's designer career

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In 1990, Tom Ford was recruited by Dawn Mellow, creative director of the international fashion house Gucci, to be the designer of women's ready-to-wear. Tom Ford's eye for fashion and artistic talent were put to good use during this time, and he was soon promoted to CEO of Gucci. During his tenure, Gucci sales grew from $230 million to nearly $4 billion, making it one of the largest and most profitable luxury brands in the world. Under Tom Ford's direction, Gucci acquired the famous fashion house Yves Saint-Laurent/YSL, with himself as creative director of both brands. Tom Ford left Gucci in 2004 and announced the creation of the Tom Ford brand in April 2005. Domenico DeSole, who was at the helm of Gucci during his tenure, started the business with him. In 2007, TomFord's first boutique opened in New York with the debut of his menswear and accessories collections. At the same time he focused on directing films. Since December 2008, he has directed Single Man and Nocturn
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Luxury & e-commerce; Bvlgari's bet

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Having or not having e-commerce platforms? It is no longer the question, but an essential to be in the luxury business, particularly with consumers’ changing behavior and their rapid adoption to e-commerce. Bvlgari established the first e-shop in the late 2000s but its journey towards an integrated omnichannel experience was long and challenging (Roxan, 2020). Last year, luxury shopping at physical boutiques was plagued by the inconvenience of COVID 19 outbreak. However, Bvlgari CEO Jean-Cristophe Babin saw the pandemic had a role as an accelerator of their worldwide digital expansion with the launch of life-like e-commerce platforms in seven additional countries within 90 days from May to July 2020 (Roxan, 2020). They aim to offer an online experience that is increasingly similar to that of a boutique and create a fluid interconnection across all physical and digital touchpoints (CCI Team, 2021).  At first, investing in an online selling platform seems like a waste of effort, or worse
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Dolce & Gabbana misstep: China setting case but universal lesson

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Three years ago: a huge controversy erupted after luxury brand Dolce & Gabbana posted videos on its Instagram account of a Chinese woman in a red dress trying to eat Italian food with chopsticks, with a male voice making ironic comments. As luxury brands try to reach out to China's new upper-middle class, one wonders what the marketing team at fashion brand Dolce&Gabbana was thinking. Did the D&G brand use humor appeal in a way that got out of hand? It is possible. Although 30% of advertising spots uses this appeal, it can easily be offensive (as humor is often at the expense of someone) and often does not translate across cultures. In any case, it is questionable whether using humour to promote a luxury fashion show is a wise choice. Indeed, sex, music, emotional or scarcity appeals seem to be much more adapted to the fashion world and to luxury marketing, being moreover less risky in terms of cultural divergences. This marketing campaign was a disaster, and for sever
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