Author

Francisco Javier Trigueros Romero

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When we think of luxury, whether we think simply of the word itself or its products and services, there are many adjectives that may come immediately to ones mind like beautiful – elegant – exclusive – excellent – magnificent – incredible – extraordinary – sublime. Despite the superlative language associated with luxury used around the world, only some people are aware of this fact, that — in order to achieve these marvelous attributes spanning all aspects from customers, through the product or service, no matter which touch point, the development of a luxury brand and business always must go through a lengthy and arduous development and management process. There is no excellence in that which is easy. There is nothing extraordinary about something cheap. There is nothing sublime if it doesn’t cause you to pause and take it in even for a few moments and leave you speechless as you search for the words to describe what…

LUXURY INDUSTRY Over the past several years, technology has reshaped the way we live, communicate and behave. It is a huge change that began in the 80’s when the first personal computers were launched into the market, and brands like Apple, Microsoft of IBM were absolute unknown to the masses; not to mention, Google, Whatsapp or Tesla. At that time, luxury brands were also experiencing their own transcendental changes, as in 1987 emerged the company LVMH Moët Hennessy Louis Vuitton SE. This merger triggered an evolution in the definition of luxury, a new stage in the development of the luxury market itself and how luxury is distributed these days. Back in 1983, the Wertheimer Family owners of Chanel, hired the iconic Karl Lagerfeld to rebuild the even more iconic brand created by the unforgettable Gabrielle Coco Chanel. Karl would give Chanel a brand new ‘look & feel’ and way to mix…