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 :
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 ?
On October 14th, we will be discussing the Kering group digital strategy. Read the case and be prepared for discussion: What are the challenges faced by luxury brands when they engage in e-commerce activities? Evaluate the advantages and disadvantages of the different business models of e-commerce, including the most recent ones.
You will find interesting this link about the Kering Digital Academy at:
Thanks to Malin Adam, Msc Marketing Student (Erasmus exchange), I keep discovering incredible artists. I share with you Kerrie Hess work for Chanel, Louis Vuitton, Ladurée and lately Lancôme. I love her style, a tribute to feminine and vintage elegance. Vibrant pink, red or turquoise monochrome dressed silhouettes painted on black and white Parisian decors. An Australian interpretation of French glamour. Have a look at:
This fall, we will shed lights on British designer Stella McCartney and her beautiful mind. We will discuss the case published earlier this year by Harvard Business School researchers, Anat Keinan and Sandrine Crener. Stella McCartney is a pioneer in sustainable fashion. She is the first and only fashion designer committed in excluding leather, exotic skins and fur in all her collections. The brand ethos is rooted in the protection of the environment. In order to complement the case, watch Stella’s interview during WWD 2009 Fashion/Apparel CEO summit (Youtube video embedded below).
Be prepared to defend your position: is socially responsible luxury an internally consistent proposition or a nice oxymoron? What are the (positive and negative) implications of building a business on values? Are consumers’ motivations regarding sustainable luxury always altruistic?
In order to feed your thoughts, read the articles quoted on p.35-p.36. They will be presented in class:
Achabou, M. A., & Dekhili, S. (2013). Luxury and sustainable development: Is there a match?. Journal of Business Research, 66(10), pp.1896-1903.
Cervellon, M-C & Shammas, L. (2013). The value of sustainable luxury in mature markets: A customer-based approach, Journal of Corporate Citizenship, special issue Sustainable Luxury, 52, pp.90-101
Cervellon, M-C (2013). Conspicuous Conservation: Using semiotics to understand sustainable luxury, International Journal of Market Research, Vol 55(5), pp.695-717