Interview with Dr. Daniel Langer, CEO of ÉQUITÉ. WWD asked Langer to elaborate why luxury is the place to be, especially with Millennials.
Read More
The reality of many luxury and premium brands is sad: They have been well positioned in the past but entered into the trap of lowering prices, engaging into entry level offers, and gambled with their equity. A systematic strategy and rigorous action plans are needed to turn them around.
Read More
Brands need a clear foundation. An extremely sharp equity definition. Without, their positioning is not clear enough. And as a result, they lack relevance and have limited potential for premiumization. When was the last time you asked the question: "Why should someone buy my brand, really"?
Read More
How to price a luxury right? The dilemma is that too much means that potentially no one (or not enough people) will buy. And a too low price means not enough profit and may endanger the perception of luxury. Classic pricing methods don't work well for luxuries. Expertise and tools are needed.
Read More