Omega x Swatch MoonSwatch: the challenges of success
Swatch has a smash hit with its latest product, the MoonSwatch. But the newest supply chain choke point is making it difficult to react and harvest the benefits of the launch...
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Three paradoxes luxury brands face in the digital era
Extending products and experiences into the digital world and using consumer insights to personalize the interactions will help luxury brands maintain exclusivity and stimulate consumers' fantasies in the digital age....
Author
Hannes Gurzki
Hannes Gurzki is a program director at ESMT Berlin and an expert in luxury brand management, marketing, and strategy. His book, “The creation of the extraordinary: Perspectives on luxury,” provides a synthesis of different research-based principles to create desirable brands. His current research focuses on innovation in luxury in the digital age.