capture the essence

First quarter results offer a glimpse into the dynamics shaping the luxury market in 2024.
My key takeaway: Consumers buy ultra-luxury and novelty when they are rooted in a desirable brand.

Diving into the different drivers for purchase behaviors – differentiating between exclusvity versus community needs as key motivators

Identifying a key trend across all big luxury groups – Heritage Re-Connection – and studying it across the recent activities of three brands.

Discovering the associations linked to the words “customers” and “users” and applying it to the fashion realm

Amending our previous definition of focus by distinguishing systematicity from consistency. The first article of a series I call: “choose your words”.

Tourist vs Purist, inspired by Virgil Abloh’s description of his creative process can be a very useful categorization for fashion consumers. In this article we expand the binary and discover four distinct archetypes of fashion consumers.

Determining focus as the single most important ability for brand-building and seperating focus into four key dimensions