Become a better luxury marketer

Dear all, The FIFA World Cup 2026 is now officially over and What The Luxe is back! In the stadium, the best teams in the world have competed against each other to gain the precious golden trophy (whose case is created by Louis Vuitton, by the way). Outside of the

Dear all, It's been a while. I'm coming back with something worth your attention for the #100 episode of What The Luxe! The Estee Lauder Companies x Puig potential merger is one of the most interesting strategic moves luxury beauty has seen in years. I'

AI companies suck at Marketing... ... while Luxury Brands are the best at creating legendary branding. Could there be an opportunity here? What if OpenAI, Anthropic or even Mistral learned a few pages of the luxury marketing playbook? That's one of the fascinating topics we've discussed with

Dear all, Every single week, AI seems to be disrupting our businesses even more. And the speed of disruption is only going to increase in the future. This is why it's so crucial to take some time and think about the meaning of AI and how to leverage

Dear friends: Happy new year! 2024 has been wild and it sounds like 2025 will be even wilder. To start the new year with a bang, I wanted to share 12 predictions on how luxury brands can use AI with you. I was invited on the legendary podcast Some Future

Life is all about the choices we make. Imagine really wanting a fancy Hermès bag. You could either listen to experts who know all about buying luxury rarities, or you could do something crazy like that Florida man who stole 60 Hermès bags in broad daylight (see article below). Whether

Dear all, In the luxury world, each week is unique. This is why each edition of What The Luxe is like no other, and always comes with its fair share of surprises. The flow of news, product launches, shows and innovations is endless and keeps transporting us like we'

Will AI eat luxury? AI is on everyone's mind. Marketers worry it might eat their lunch soon. This fear hits close to home as Estée Lauder Companies cuts 5% of their workforce. It's like what happened in Big Tech a few months back, where AI made