In fact, for decades, there was no question. One bought luxury goods first hand. Then the web happened. Consumers changed. Luxury houses stayed true to themselves. Young and trendy entrepreneurs bypassed them and changed the game.

Balenciaga in Black. Bourdelle Museum, Paris, April 2017 (Picture by the author)

What happened? Younger consumers have different values: they favor mobility, experience, sustainability, ethical and…

Evelyne Resnick

Professor and Author. Innovative Communication for Luxury Wines and Brands. PhD. and

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