🔮💎 Why Luxury is becoming more global and more local #79

Welcome back to What The Luxe, a newsletter packed with
insights & intelligence for luxury, beauty & lifestyle marketers
—written by me, David Klingbeil

The glocalization

Carrying the weight of many centuries of history, today's luxury is more globalized than ever before.

It spans from France's jewellery to Italy's fashion, and it includes Germany's cars, America's handbags, the UK's tailoring and even Cuba's cigars.

Yet it is more connected to its roots than ever before. Craftsmanship and "made in" labels are key in luxury, which continue to be at the heart of all good marketing strategies.

To get ahead in this new era of luxury marketing when consumers are brand agnostic, marketers need to strike a delicate balance between local roots and global reach.

As digital, purpose and web3 are being tossed into the mix, this balance becomes more and more difficult to strike...

I hope this newsletter will inspire you, surprise you and make you think… What the Luxe?!


David Klingbeil

PS: feel free to hit reply to leave a comment, I read and answer every message

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📺  Marketing and Advertising
🛍️  Experience & Retail
⛓️ Web3 & The Metaverse
💼 Business & Finance
✌🏼 Misc

Long form content (>1min)

The BoF Podcast | How Big Brands Choose Their Creative Directors ( 22m55 )


Short form content (<1min)

Christian Dior - BORN IN THE WILD, CRAFTED BY DIOR - Santal ( 35s )

Valentino Transforms Aranya in Pink PP ( 46s )

GUCCI - The illusion begins and ends at the walls that surround us. #GucciTwinsburg ( 15s )

Hermès - Hermès | Nouer ( 19s )

On top of the regular What The Luxe, I share deep-dives on hot topics in the luxury industry with the Premium subscribers.

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Luxury is as much about business as it is about creativity. Staying inspired is key. Here’s a selection of what keeps me inspired:

A post shared by F I X A T I O N (@fixationclub)

A post shared by Helium Magazine (@heliummagazine)

A post shared by Donald Robertson. (@drawbertson)

A post shared by Text-based Visual Artists (@textbased_visual_artists)


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