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- All HBS Web
(924)
- People (4)
- News (177)
- Research (647)
- Events (5)
- Multimedia (5)
- Faculty Publications (314)
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- February 2017 (Revised November 2017)
- Case
1436: The First Pure Chinese Luxury Fashion Brand?
By: Anat Keinan, Sandrine Crener and Hannah H. Chang
The case traces the birth of 1436, a new luxury brand specializing in cashmere garments. It describes how this venture emerged organically out of a combination of manufacturing and retail expertise with the ambition of creating the first pure Chinese luxury brand. The... View Details
Keywords: Brands and Branding; Marketing Strategy; Product Positioning; Luxury; Global Strategy; Fashion Industry; China
Keinan, Anat, Sandrine Crener, and Hannah H. Chang. "1436: The First Pure Chinese Luxury Fashion Brand?" Harvard Business School Case 517-100, February 2017. (Revised November 2017.)
- February 2017
- Case
Shang Xia: The Creation of a Chinese Luxury Lifestyle Brand
By: Anat Keinan, Sandrine Crener, Jing Xu, Janet Borgerson, Jonathan Schroeder and Zhiyan Wu
The case traces the birth of Shang Xia, a joint venture between the Hermès Group and Chinese designer Jiang Qiong Er. Launched in 2009 in Shanghai, the new brand's core mission is to revive and promote China’s 5,000-year-old cultural heritage and leverage Chinese... View Details
Keinan, Anat, Sandrine Crener, Jing Xu, Janet Borgerson, Jonathan Schroeder, and Zhiyan Wu. "Shang Xia: The Creation of a Chinese Luxury Lifestyle Brand." Harvard Business School Case 517-032, February 2017.
- April 2020
- Article
The Impostor Syndrome from Luxury Consumption
By: Dafna Goor, Nailya Ordabayeva, Anat Keinan and Sandrine Crener
The present research proposes that luxury consumption can be a double-edged sword: while luxury consumption yields status benefits, it can also make consumers feel inauthentic, because consumers perceive it as an undue privilege. As a result, paradoxically, luxury... View Details
Goor, Dafna, Nailya Ordabayeva, Anat Keinan, and Sandrine Crener. "The Impostor Syndrome from Luxury Consumption." Journal of Consumer Research 46, no. 6 (April 2020): 1031–1051.
- June 2020
- Teaching Note
Armarium: Luxury Fashion Brands for Rent
By: Jill Avery and David Fubini
Armarium, a two-sided digital platform that offered consumers the opportunity to rent the most coveted, current season high fashion clothing and accessories from the top global luxury brands, had emerged from its first sales season with two distinct customer segments:... View Details
Keywords: Luxury Brand; Fashion; Sharing Economy; Two-sided Marketplace; Target Market; Customer Selection; Marketing; Brands and Branding; Luxury; Two-Sided Platforms; Business Model; Growth and Development Strategy; Customer Value and Value Chain; Fashion Industry; Consumer Products Industry; United States; North America
- December 2017 (Revised March 2019)
- Case
Armarium: Luxury Fashion Brands for Rent
By: Jill Avery, David Fubini, Natasha Dossa and Devon Stewart
Armarium, a two-sided online platform that offered consumers the opportunity to rent the most coveted, current season high fashion clothing and accessories from the top global luxury brands, had emerged from its first sales season with two distinct customer segments:... View Details
Keywords: Brand Management; Retailing; Sharing Economy; Luxury Brand; Ecommerce; Startup; Fashion; Brand Positioning; Customer Acquisition; Internet Marketing; Marketing; Marketing Channels; Marketing Strategy; Brands and Branding; Business Startups; Luxury; Consumer Behavior; Growth and Development Strategy; Social Media; E-commerce; Fashion Industry; Retail Industry; Apparel and Accessories Industry; United States; North America
Avery, Jill, David Fubini, Natasha Dossa, and Devon Stewart. "Armarium: Luxury Fashion Brands for Rent." Harvard Business School Case 518-047, December 2017. (Revised March 2019.)
- November 2014
- Case
Taryn Rose Launches Dresr: Street Marketing a Luxury Brand
By: Lena G. Goldberg, Marcel Saucet and Christine Snively
Serial entrepreneur and shoe designer Taryn Rose, M.D., prepared to launch a new e-commerce platform, Dresr, which would connect shoppers with tastemakers online. Dresr would bring the service element found in brick and mortar luxury stores into the online shopping... View Details
- February 2017
- Teaching Plan
Dhamani Jewels: Becoming a Global Luxury Brand
By: Lynda Applegate
Dhamani started as a loose gemstone dealer in 1969 in Jaipur, India. By the 2000s, it was headquartered in Dubai, United Arab Emirates, and had expanded into diamonds and retail. The family business was now in its second generation of leadership and aimed to become a... View Details
- February 2017
- Case
Aston Martin: A Second Century of Performance and Luxury
By: Vish V. Krishnan, Karim R. Lakhani and Amram Migdal
Following the March 2016 launch of DB11, Aston Martin Lagonda Ltd.’s first new sports car platform in over a decade, this case discusses the future strategy of the famed British luxury auto manufacturer. Since its founding in 1902, Aston Martin has been characterized... View Details
Keywords: Luxury; Auto Brand; Luxury Auto; Growth; Innovation; Business or Company Management; Goals and Objectives; Growth and Development Strategy; Brands and Branding; Product Marketing; Product Launch; Product Positioning; Operations; Product Design; Product Development; Production; Innovation and Invention; Transportation; Innovation and Management; Innovation Strategy; Change; Transformation; Management; Marketing; Auto Industry; Europe; United Kingdom; England
Krishnan, Vish V., Karim R. Lakhani, and Amram Migdal. "Aston Martin: A Second Century of Performance and Luxury." Harvard Business School Case 617-033, February 2017.
- Article
The Mass Marketing of Luxury
By: Jose Luis Nueno and John A. Quelch
Nueno, Jose Luis, and John A. Quelch. "The Mass Marketing of Luxury." Business Horizons 41, no. 6 (November–December 1998): 61–68.
- November 2021 (Revised December 2022)
- Case
Farfetch: Digital Transformation for Luxury Brands
By: Sunil Gupta, Jill Avery, Elena Corsi and Federica Gabrieli
Farfetch, a global luxury technology platform and digital marketplace had been surfing the wave of digital transformation in the luxury fashion industry since 2008. While the company’s stock price and market valuation had fluctuated since its IPO in 2018, it had... View Details
Keywords: Digital Marketing; Marketplaces; Retailing; Internet Marketing; E-Commerce Strategy; Marketing; Marketing Strategy; Marketing Channels; Brands and Branding; Luxury; Growth and Development Strategy; Digital Transformation; E-commerce; Apparel and Accessories Industry; Beauty and Cosmetics Industry; Fashion Industry; Retail Industry; Web Services Industry; Technology Industry; United Kingdom; Europe; Portugal; China
Gupta, Sunil, Jill Avery, Elena Corsi, and Federica Gabrieli. "Farfetch: Digital Transformation for Luxury Brands." Harvard Business School Case 522-051, November 2021. (Revised December 2022.)
- January 2013 (Revised March 2013)
- Case
Creating a Luxury Experience at Value Retail
By: Jose B. Alvarez and Matthew Preble
Value Retail PLC owned and managed a number of premium shopping destinations (Villages) across Europe. Soon the company would be moving into an entirely new market: China. The company's Villages had proven popular with both shoppers (many of whom were international... View Details
Keywords: Retailing; Tourism; Luxury; Brand Building; Brand Positioning; Real Estate; Brands and Branding; Human Resources; Retail Industry; Tourism Industry; Real Estate Industry; Europe; China
Alvarez, Jose B., and Matthew Preble. "Creating a Luxury Experience at Value Retail." Harvard Business School Case 513-009, January 2013. (Revised March 2013.)
- December 2014 (Revised May 2016)
- Case
Dhamani Jewels: Becoming a Global Luxury Brand
By: Lynda Applegate and Lisa C. Mazzanti
Dhamani started as a loose gemstone dealer in 1969 in Jaipur, India. By the 2000s, it was headquartered in Dubai, United Arab Emirates and had expanded into diamonds and retail. The family business was now in its second generation of leadership and aimed to become a... View Details
Keywords: Luxury Retail; Jewelry; Luxury Goods; UAE; Retail; Brands and Branding; Family Business; Apparel and Accessories Industry; Dubai; India
Applegate, Lynda, and Lisa C. Mazzanti. "Dhamani Jewels: Becoming a Global Luxury Brand." Harvard Business School Case 815-087, December 2014. (Revised May 2016.)
- March 2022
- Teaching Note
Farfetch: Digital Transformation for Luxury Brands
By: Jill Avery and Sunil Gupta
Teaching Note for HBS Case No. 522-051. Farfetch, a global luxury technology platform and digital marketplace had been surfing the wave of digital transformation in the luxury fashion industry since 2008. While the company’s stock price and market valuation had... View Details
- January 2015 (Revised November 2016)
- Case
La Martina: Leveraging Polo's Luxury Lifestyle
By: Anat Keinan, Maria Fernanda Miguel and Sandrine Crener
Founded in 1984 in Buenos Aires, Argentina, La Martina has grown from a high-end polo equipment company into a global fashion brand with operations in 56 countries. Polo, which is not only a sport but also a way of life, is at the core of the brand DNA. Polo is a... View Details
Keywords: Luxury Brand; Digital Marketing; Premium Brands; Fashion; Leather Goods; Retail; Globalization; Brand Positioning; Brand Extension; Lifestyle Brand; Growth Strategy; Polo; Entrepreneurship; Family Business; Brand Partnerships; Business Model; Product Positioning; Diversification; Luxury; Sports; Brands and Branding; Consumer Products Industry; Fashion Industry; Sports Industry; Buenos Aires
Keinan, Anat, Maria Fernanda Miguel, and Sandrine Crener. "La Martina: Leveraging Polo's Luxury Lifestyle." Harvard Business School Case 515-085, January 2015. (Revised November 2016.)
- March 2020
- Teaching Note
onefinestay: Building a Luxury Experience in the Sharing Economy
By: Jill Avery and Anat Keinan
onefinestay was a two-sided marketplace that offered high-end home rentals to travelers who sought a more authentic and local experience than a typical upscale hotel might provide. After five years of rapid growth, it was time to do a comprehensive analysis of the... View Details
Keywords: Two-sided Marketplace; Two-sided Market; Hospitality Industry; Hotels; Luxury Brand; Sharing Economy; Startup; Scaling; Growth; Customer Segmentation; Brand Positioning; Marketing; Marketing Strategy; Brands and Branding; Luxury; Entrepreneurship; Business Startups; Business Model; Venture Capital; Customers; Segmentation; Growth and Development Strategy; Travel Industry; Tourism Industry; Accommodations Industry; United Kingdom; London; Europe
- 18 Apr 2005
- Research & Ideas
Selling Luxury to Everyone
houses—Morse noted that Estée Lauder has 400 chemists—selling products to customers who come in for services help it compete. Daniel Langer, executive director of marketing for hair products maker Bumble and Bumble, said that while many... View Details
- January 2015 (Revised October 2016)
- Case
onefinestay: Building a Luxury Experience in the Sharing Economy
By: Jill Avery, Anat Keinan and Liz Kind
onefinestay was a two-sided marketplace that offered high-end home rentals to travelers who sought a more authentic and local experience than a typical upscale hotel might provide. After five years of rapid growth, it was time to do a comprehensive analysis of the... View Details
Keywords: Luxury Goods; Brand Building; Brand Management; Hospitality; Hotels; Digital Marketing; Brand Positioning; Luxury Service; Airbnb; Sharing Economy; Collaborative Consumption; Disruptive Business Model; Travel; Alternatives To Hotel; Branding; Customer Service; Exceeding Consumer Expectations; Client Acquisition; Reputation Management; Word Of Mouth; 2-way Business Model; Marketing; Marketing Strategy; Brands and Branding; Luxury; Disruption; Business Model; Entrepreneurship; E-commerce; Accommodations Industry; Tourism Industry; Travel Industry; United Kingdom
Avery, Jill, Anat Keinan, and Liz Kind. "onefinestay: Building a Luxury Experience in the Sharing Economy." Harvard Business School Case 515-072, January 2015. (Revised October 2016.)
- 2016
- Chapter
Luxury Branding Research: New Perspectives and Future Priorities
By: Anat Keinan, Sandrine Crener and Silvia Bellezza
Several major trends have changed the landscape for luxury brands. These shifts include the increasing role of technology (digital and mobile) as well as the use by consumers of alternative signals of status, such as wearing less prominently branded apparel, being less... View Details
Keinan, Anat, Sandrine Crener, and Silvia Bellezza. "Luxury Branding Research: New Perspectives and Future Priorities." Chap. 2 in Online Luxury Retailing: Leveraging Digital Opportunities: Research, Industry Practice, and Open Questions, 16–33. Philadelphia: Wharton School, Baker Retailing Center, 2016.
- 27 Jun 2014
- News
The Value of Luxury Poseurs
- 26 Dec 2018
- News