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Luxury 2050

Supporting luxury brands to future-proof with agility

Luxury 2050

Supporting luxury brands to future-proof with agility

IMD’s Luxury 2050 initiative aims to help luxury brands across sectors navigate the heightened uncertainty and seismic shifts that will redefine luxury in the years to come and to do so with agility. Through our research and thought leadership insights, we support brands’ efforts to shape the future of more innovative, relevant, and environmentally and socially responsible luxury. Our work also informs our open and custom programs tailored for the luxury sector.

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Luxury’s old playbook is running out of road, warns IMD’s Stéphane Girod

The Luxury Society podcast

How Lalique sculpts its independence in a world of luxury giants

by Stéphane J. G. Girod and Yuki Iida

How Swarovski used GenAI at scale to generate real profit

by Stéphane JG Girod and Rajashree Rane, I by IMD

Featured video

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What’s driving the current slowdown of luxury goods?

In this short interview with BBC News, Stéphane J.G. Girod, Professor of Strategy and Organizational Innovation, explains that there are number of factors at play and notes that the current cyclical downturn should not hide more structural shifts to come.

Article

How Lalique sculpts its independence in a world of luxury giants

Luxury brand strategy insights from Lalique CEO Nina Müller on craftsmanship, heritage, customer experience, authenticity, innovation, and growth.

Leadership Luxury

By Stéphane J. G. Girod and Yuki Iida

06 July 2026

Article

How Swarovski used GenAI at scale to generate real profit

Swarovski scaled GenAI by focusing on data governance, staff training, and human impact—driving personalized customer experiences and measurable ROI.

Luxury

By Stéphane J. G. Girod and Rajashree Rane

29 June 2026

Article

Luxury and China: Will the next decade be back to the future?

Luxury and China enter a new era as local brands use technology and fresh value models to challenge Western dominance in a shifting market.

Innovation Luxury Strategy

By Stéphane J. G. Girod

13 February 2026

Article

Luxury Trends 2026 – Creating Relevance

Luxury Trends 2026 reshape desirability as brands shift from status to earned value, creating relevance through adaptability, innovation and cultural fluency.

Leadership Luxury

By Stéphane J. G. Girod

23 December 2025

Case Study

Rituals Cosmetics: Building the world’s leading well-being brand in Asia

Rituals, founded in the Netherlands in 2000 by Raymond Cloosterman, has had double digit growth over the last 15 years. It had taken the European beauty industry by storm, opening two to three stores weekly. At its current pace, Rituals would soon…

By Dominique Turpin and Sandeep Puri

Case Study

Swarovski: How to shine through stormy weather?

It was on Monday. 4 July 2022, when Swarovski’s newly appointed, first-ever external CEO, Alexis Nasard, began his challenging journey of guiding the company back to a profitable growth trajectory. In past years, Swarovski experienced strong marke…

By Niccolò Pisani and Stéphane J. G. Girod

Research & Insights

IMD’s faculty and research teams regularly publish important academic research on the challenges and transformations experienced by luxury brands.

Programs

IMD offers both open and custom programs focused on the luxury goods sector.

About

We help luxury brands future-proof with agility.

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