Next session, we will be discussing Onefinestay concept. Onefinestay is a concept of luxury home rentals founded in 2009 in London. When it was acquired in April 2016 by Accorhotels, it was managing around 2600 private homes in London, New York, Paris, Los Angeles and Rome. Visit the webpage https://www.onefinestay.com/, watch Greg Marsh inspiring story on Youtube (below) and read all relevant information you will find on internet. Conduct a SWOT analysis and identify Onefinestay customer segments. Do you think Onefinestay has a product and service strategy adapted to luxury clients? Is it a serious competitor to luxury hotels?
During this session, we will be discussing the online distribution strategy of Luxury brands. To prepare for discussion, read the case “Is YOOX strategy a little Farfetched?” and the article based on an interview I gave to Trends Tendances April 2017 at
What are the advantages and disadvantages for Luxury brands to be present on these platforms? is there a difference between YOOX and Net-a-Porter? YNAP and Farfetch? Does the YNAP merger makes sense? Should online platforms open brick-and-mortar stores? What is the interest for NAP to develop a media platform?
You might find interesting to watch the following video published by FT on YouTube.
During the next session, we will be discussing the benefits and pitfalls of luxury brands embracing an omni-channel strategy. Read the case Tiffany; based on the case and your experience with brands successful in omni-channel marketing, identify the brand touch-points against different stages in the Customer journey. What could be the different actions that Tiffany can undertake to propose a luxury experience to its customers? What are the challenges regarding store operations and customer service?
You might find useful to go to Tiffany&Co channel on YouTube:
This week you will discover the true meaning of personal attention and extreme personalisation, at the heart of Luxury. The case of Oberoi hotels is a perfect illustration. Think about the following questions: How is customer experience orchestrated at Oberoi? What is the relation between customer experience and customer satisfaction? What are Oberoi’s competitive advantages? What strategic and operational factors contribute to Oberoi’s service excellence?
Watch the YouTube video below India by Oberoi (you could refer to our discussion on Taj)
ACCOR is a Creator of memorable experiences for customers but also for our students. After Novotel Monaco on November 9th, EDHEC BBA were invited on December 1st to Le Scribe Hotel in Paris, an iconic 5 stars hotel managed by Sofitel. Le Scribe spirit is much influenced by its location at the art of Paris, next to Opera Garnier. The Haussmanian building was the home of the Jockey Club from 1861 to 1925. The hotel was named after the dramatic writer Eugène Scribe; its soul is much influenced by Parisian artists. The Art Deco interior signed by Jacques Grange will be renovated over the next two years by famous designer Tristan Auer (Hotel de Crillon, Hotel du Louvre). Le Scribe is managed by Sofitel; customers benefit from an exceptional service, the Cousu-Main experience.
Thank you Le Scribe Hotel staff for this Christmas gift.
On October 11, twenty students (EDHEC BBA 4th year specialized in Hospitality and Event Management) visited the iconic Palais de la Méditerranée on the Promenade des Anglais in Nice. This 5-star hotel opened on January 1929 as a “Palais des Plaisirs” targeting the wealthy foreigners that visited the French Riviera during the Golden Age. When the building, designed by the architects Charles and Marcel Dalmas in the 20’s, was renovated from 2001 to 2004, the front was protected as part of the “20th century heritage” label. The interior of the building was decorated with respect to the Art Deco style, but modernized to align on the most stringent standards of the hospitality sector. In 2013, Qatar investors Constellation Hotels Holdings purchased the Palais de la Méditerranée, together with Hotel Martinez in Cannes, Hotel du Louvre and Concorde Lafayette in Paris. The Hyatt group is in charge of the management of the Hotel, and as such Palais de la Méditerranée integrated the Hyatt Regency portfolio. Students visited the magnificent ballrooms, a suite with a view on the sea and the swimming pool and restaurant areas.
Next, Laurence Dozol (Senior Event Planning Manager) and Laurent Drouard (Director of Operations) gave a talk on the creation of a luxury experience, the importance of wowing the customer and paying attention to details. Students were immersed in Hyatt organizational culture, caring for customers and staff alike, through a series of videos, many of them created internally by Palais de La Mediterranée employees. Watch the video “The World of Hyatt” on YouTube that encapsulates the Hyatt Human-Centered approach to doing business. Thank you to the Hyatt team for sharing your passion with our students! Great employer branding!
In March 2015, TAG Heuer announced the launch of a connected watch at the Baselworld show. It was considered a paradigm shift in the traditional Swiss watch sector. Describe the challenges that TAG Heuer had to overcome to develop this connected watch. Are connected watches a threat or an opportunity to the (mechanical) Swiss watch sector? To provide rationales to your answers, watch both videos below, the first one introduces TAG Heuer connected watch in November 2015; the second one introduces the modular 45 watch in March 2017.
Brunello Cucinelli is an italian luxury house specializing in cashmere. The philanthropic founder Brunello Cucinelli has a humanistic approach to doing business that contributed to build the worldwide recognition of his ethical fashion brand. After reading the case and watching the YouTube video below, explore Brunello Cucinelli website and code of ethics http://www.brunellocucinelli.com/en/home.html.
Are they different from other traditional luxury brands (eg. competitor in cashmere Loro Piana)? In what is Brunello Cucinelli a humanistic business? In your opinion, does this ethical positioning influence consumers’ buying habits? What are the positive and negative implications of building a business on values?
Mauboussin is a legendary jeweler founded in 1827 in Paris. Known for its color stones and art deco jewels, it was the jeweler of royalties and celebrities all over the world. In 2001, a new leadership moved the positioning of the brand from exclusive to accessible luxury. Explain this strategic move on the French market and its consequences, particularly on the brand identity. Describe the brand’s global expansion strategy. Should Mauboussin pursue the same marketing strategy as the one they have in France? Why / why not? What are the advantages / disadvantages of the different options regarding distribution and market entry strategies?
If you understand French, you will find interesting watching the series of Youtube video on the history of Mauboussin on Mauboussin channel. Also, watch Alain Nemarq interview on talent recruitment at Mauboussin.
Luxury is about… Creativity. In March, we will be discussing the role of creative directors at Luxury Fashion Houses. Read the Insead case “Raf Simons at Dior”. Try to document yourself on the House of Dior. Then think about answers to the following questions: What is the role of a creative director in a luxury fashion house? In your opinion, are creative directors at Dior respectful to Christian Dior DNA? Why such a turnover of creative directors in the luxury industry?
You might find useful watching The Business of Fashion video below:
EDHEC is lucky to be overlooking one of the Nicest bays in the world; and be the neighbour of a piece of French Riviera history: its Belle Epoque palace Le Negresco, proudly French and independant.
For security reasons, it will be difficult to go and visit the Palace this year. Please, go on your own and admire the neoclassical architecture. Le Negresco has been listed as National Historic Building by the French government since 2003. Have a look inside (have a coffee at La Rotonde if possible), admire the artistic pieces, among them Niki de Saint Phalle Nana Jaune (see picture below) besides the monumental Baccarat chandelier and Miles Davis statue at the door of the building. The lobby is full of Jeanne Augier, the charismatic owner of Negresco, family pictures (see picture below).
Source pictures: Marie-Cécile Cervellon
Read the case and watch the Youtube video. Then comment on what makes Negresco authentic? Second, explain how the hotel manages to be responsible and provide a luxury experience at the same time. Is responsible luxury contradictory or complementary in the hospitality sector?
Welcome back to school :). We will be starting the academic year discussing Palaces and exceptional vacations… first case…Taj. Let’s have a dream…
First, visit www.tajhotels.com and watch the video “Tajness (Youtube link below). You can feel it your eyes closed”. Describe Tajness as a luxury experience and explain how this experience is orchestrated. Refer to my slides “A Model of Customer Experience”.
Second, read the case story and reflect on the benefits and risks of Taj brand extension strategy.
In 1957, when Christian Dior died at age 52, the fashion world was chocked. Observers were wondering if Paris would remain the capital of High Fashion and if the Christian Dior house would survive its iconic founder and designer. 60 years ahead, we will analyze what makes Christian Dior and Paris forward in fashion.
In order to feed our discussion, read the case and answer the following questions:
- Identify how Christian Dior legacy is still pervasive in Christian Dior DNA
- Explain how Christian Dior global development managed to elevate the brand image overseas
You might find useful to watch several videos, particularly on the history of Dior:
Over our last sessions, I referred to the Swiss watchmaking tradition and exceptional craftsmanship. In the next session, I will shade lights on an independent watchmaker, Pequignet, the only French watchmaker. Pequignet Manufacturing facilities and Haute Horlogerie laboratory are located since birth in 1973 in Morteau, French Jura.
Go to Pequignet website: http://en.pequignet.com/. For those of you who understand French, there are interesting documentaries aired on French TV that you will find on YouTube. Watch also this video posted by Pequignet :
In order to feed our discussions, read the case and answer the following questions:
- What elements foster authenticity in the Haute Horlogerie sector?
- Conduct an analysis of Pequignet situation (SWOT). What challenges does Pequignet face and how does the watchmaker tackle them?
Hermès is one of those brands that is part of our (French) collective culture. Read the document I shared with you and answer to the following questions:
- Explain P.Thomas (2011) quote “Hermès’ performance has been driven by strategic consistency since 1837”. Highlight the elements of this strategy.
- Many firms operating in the luxury sector, such as Hermès have been family-owned businesses across generations. Identify reasons why family-ownership was dominant until recently.
- Explore Hermès digital initiatives and explain how this brand manages to be appealing to your generation without alienating the others.
- Explain the reasons behind Shang Xia’s introduction
It is important that you would visit the site Les Ailes d’Hermès and watch the playlist on Hermès contemporary artisan since 1837.
In the coming days, we will be discussing Burberry’s digital strategy. You will provide arguments on the value of innovation to Burberry DNA. Also, you will give your point of view on Burberry’s digital transformation and adaptation to changing consumer demands in recent years. Last, you will reflect on the new challenges facing Burberry in the digital world and the actions which should be undertaken to sustain Burberry’s growth.
Watch the Youtube video of Angela Ahrendts as an introduction to Burberry strategy and the art of storytelling:
On November 5th, Harley Davidson released a video featuring Arthur Dietrich (Edhec 2012). Discover who is Arthur and why he endorses Harley Davidson.
Who are you Arthur?
My name is Arthur Dietrich, I’m an entrepreneur, pro bmx rider and Edhec alumnus (2012).
Why does Harley Davidson associate its image with BMX and yourself?
Since 2009, Harley has been renewing its product range and rejuvenating its brand image. The objective is to be relevant to a younger adult target in terms of design and prices, while keeping the core values, freedom and adventure. In 2012, Harley was looking for an ambassador who could enhance this new brand image. They were looking for a young adult who would own a Harley and would have visibility in action sports (BMX/skate/ motocross etc…). I have fun riding. I was chosen and I couldn’t be happier.
You are a rider, what makes Harley a luxury brand?
Harley is wild luxury; prices are high, the level of customization is at its finest, the number of bikes is limited which increases the level of scarcity. It is a very exclusive brand, which pays attention to details.
Could you tell us more on your collaboration with Harley?
My aim is to endorse the brand through special projects and events in order to help the brand reach their new target. Harley sponsored my world tour in 2013. Also, I am invited at Harley events in order represent the new adult target and I answer to interviews about the new image of the brand.
Watch the latest video (released on November 5th), also the world tour that I did in 2013 :
Thanks for the interview, you can find more pictures and video on my Instagram @arthurdietrich
This week, we will be discussing Nespresso strategy. In your opinion, is Nespresso a luxury product? Analyze the strategy followed by Nespresso in Europe, with a focus on its retail strategy. Should it be adapted for the US market?
In order to provide sound rationales, please watch the Youtube video embedded below.
In November, we will be discussing the emergence of blogs in the luxury communication arsenal. Explain the phenomenon The Blonde Salad. Identify the opportunities and risks of these blogs for luxury brands. What make luxury blogs complementary to other digital communication tools?
Watch the CBS news on Chiara Ferragni business as well as the Youtube interview embedded below.
In the coming days, we will be discussing the role played by online communities in luxury brand strategies, illustrated by the launch of the Porsche Cayenne SUV. Be prepared to discuss: Explain what makes Porsche an iconic brand. Does Cayenne fit with Porsche identity? What role did online communities play in Porsche strategy regarding Cayenne ?