Luxury 2050

Supporting luxury brands to future-proof with agility

Our Vision

In an increasingly volatile and fractured world, collaboration across brands and sectors is crucial for turning challenges into opportunities. Proud of its Swiss roots, IMD is the safe space to make those dialogues and initiatives happen.
IMD Stéphane J.G. Girod
Case study
Maison Chloé: Driving Purposeful Transformation for Sustainability
By Vanina Farber, Stéphane J. G. Girod and Lisa Duke - 1 December 2021
At luxury fashion house Maison Chloé, minds were focused on the first collection of new Creative Director, Gabriela Hearst, which was just hitting the stores.
Case study
Chanel 1.5°: A Sustainability Journey
By Vanina Farber, Stéphane J. G. Girod and Martin Králik - 1 December 2021
In a short span of five or six years, CHANEL embraced CSR (corporate social responsibility) and ESG (environmental, social, governance) initiatives that stretched far beyond its established comfort zone.
Case study
The Future of the Fashion Industry in a Post-COVID-19 World
By Niccolò Pisani and Inès Augier - 1 March 2021
Zimmerli of Switzerland is a small Swiss brand that offers the highest quality underwear for men and women in the luxury segment.
Case study
Zenith Watches: Ticking to a New Beat
By Benoit F. Leleux - 1 December 2020
The case highlights the dilemma of Zenith watches, a company that got stuck in its own tradition and lost its drive to innovate, relying too long on technical inventions of the past.
Case study
Tommy Hilfiger and Calvin Klein Post-COVID-19: What's in Store?
By Niccolò Pisani and Inès Augier - 31 January 2020
The global fashion industry was among the hardest hit by the COVID-19 pandemic, facing major disruptions on an unprecedented scale.
Article
The Future of Luxury Trade Shows is ‘Smart’
By Fabienne Lupo - 24 January 2022
The pandemic badly hit the ‘salons’, the traditional way in which luxury brands do business, but don’t write them off yet.
Article
NFTs and Luxury: What You Need to Consider for Your Brand
By Stéphane J.G. Girod - 10 September 2021
NFTs can further many of the sector’s closest-held values, but brands first need to consider the habits of their demographic.
Article
Be Close to People and Show Vision: Pandemic Lessons for Luxury
By François-Henry Bennahmias - 21 May 2021
Chief executive of leading Swiss luxury watch brand says COVID-19 prompted a complete reassessment of the business model.
Article
Five Strategies For Building A New-Style Luxury Customer Community
By Stéphane J.G. Girod - 31 January 2022
It’s essential to stay relevant and become more purposeful as customers are increasingly buying into the values of a brand just as much as their products.
Article
Luxury Brands Need To Strategize Better On Customer Community
By Stéphane J.G. Girod - 21 January 2022
Sephora, the French multinational retailer of beauty products created in 1970, has been able to keep Amazon (founded in 1994) at bay in the beauty category.
Article
Breitling Shows Other Luxury Brands How To Future Proof With Agility
By Stéphane J.G. Girod - 27 August 2021
Many argue that, in the wake of COVID, the odds are now in favor of the biggest luxury groups and that independent players are doomed.
video
03:00Panel discussion at Watches and Wonders with Prof. Stéphane Giro ...
Watch the discussion
One year into the pandemic, what is durably changing? Prof. Stéphane Girod was the expert at the Watches and Wonders panel discussion around retail ...
teaser
6th Reinventing Luxury Lab
Future Proofing Luxury Brands in Times of High Volatility
The IMD Luxury Lab is a turnkey workshop designed to deliver practical solutions through engaging, lively and multi-faceted learning formats. Hosted exceptionally by Lamborghini at Sant’Agata Bolognese.
Duration: 2 days
Next start: 6 October 2022
video
02:11IMD’s Reinventing Luxury Lab
Sample the experience
The IMD Luxury Lab is a turnkey workshop designed to deliver practical solutions through engaging, lively and multi-faceted learning formats.

Luxury 2050 Forum

Across years and programs, we are several hundred IMD Alumni working across the wide range of luxury industries. We don’t necessarily know each other. What if we could join forces to help each other and share in a more informal environment. To address the challenges and transformations our brands are experiencing and to support each other personally?

Luxury needs to secure its transformation towards purpose and sustainability. Digital is still not necessarily intuitive or well used everywhere. The next generation of the virtual economy is looming. Plenty is at stake.

For example, in automobile, the shift to mobility remains challenging. Many start-ups are transforming the field with new ambitions, already inventing the next tradition. Ecosystems become a norm for brand desirability. Younger talents and generations are expecting something else and are already bringing their own ideas, solutions and buying habits. The shift to greater strategic, organizational and leadership agility comes with its own specificities for luxury.

Together we are stronger to navigate these challenges and grab these opportunities. We want to create a vibrant community of practice across cohorts and programs. We want to give each other plenty of opportunities for networking, peer-to-peer learning, mentoring and reverse mentoring. We want to improve by learning the latest thought leadership from IMD and beyond.

IMD fully supports our ambition. Our school has great ambitions in the luxury space. Professor Stéphane J.G. Girod, who himself worked in luxury fashion, launched the Reinventing Luxury Lab in 2017. An MBA luxury and retail cluster has been growing since 2020.

IMD is currently looking for a partner to launch a Chair or research center to support the transformation of luxury brands.

Across years and programs, we are several hundred IMD Alumni working across the wide range of luxury industries. We don’t necessarily know each other. What if we could join forces to help each other and share in a more informal environment. To address the challenges and transformations our brands are experiencing and to support each other personally?

Luxury needs to secure its transformation towards purpose and sustainability. Digital is still not necessarily intuitive or well used everywhere. The next generation of the virtual economy is looming. Plenty is at stake.

For example, in automobile, the shift to mobility remains challenging. Many start-ups are transforming the field with new ambitions, already inventing the next tradition. Ecosystems become a norm for brand desirability. Younger talents and generations are expecting something else and are already bringing their own ideas, solutions and buying habits. The shift to greater strategic, organizational and leadership agility comes with its own specificities for luxury.

Together we are stronger to navigate these challenges and grab these opportunities. We want to create a vibrant community of practice across cohorts and programs. We want to give each other plenty of opportunities for networking, peer-to-peer learning, mentoring and reverse mentoring. We want to improve by learning the latest thought leadership from IMD and beyond.

IMD fully supports our ambition. Our school has great ambitions in the luxury space. Professor Stéphane J.G. Girod, who himself worked in luxury fashion, launched the Reinventing Luxury Lab in 2017. An MBA luxury and retail cluster has been growing since 2020.

IMD is currently looking for a partner to launch a Chair or research center to support the transformation of luxury brands.

Lead Faculty and Key Coordinator

Stéphane J. Girod
Professor Stéphane J. Girod
Professor of Strategy and Organizational Innovation

Stéphane JG Girod’s research, teaching, and consulting focus on the development of business agility in response to the many forms of disruption faced by organizations in today’s world. He sets out his thinking on the…

Contributing Faculty

Salvatore Cantale
Professor Salvatore Cantale
Professor of Finance

Salvatore Cantale is Professor of Finance. His academic and consulting work is divided into two different but complementary streams. First, he works at the intersection between strategy, business models, and financial…

Frederic Dalsace
Professor Frederic Dalsace
Professor of Marketing and Strategy

Frédéric Dalsace focuses on two distinct areas – B2B issues such as customer centricity, buyer-seller relationships, and value management, and sustainability, inclusive business models, and alleviating poverty.

He is Co-…

Vanina Farber
Professor Vanina Farber
elea Professor of Social Innovation; Dean of the Executive MBA

Vanina Farber is an award-winning economist and political scientist who specializes in social innovation and the mobilization of private capital for impact investing. Her research focuses on innovative, practical,…

Niccolò Pisani
Professor Niccolò Pisani
Professor of Strategy and International Business

Niccolò Pisani is Professor of Strategy and International Business at IMD. His areas of expertise are strategic management and international business, with an emphasis on globalization, sustainability and digitization.…

Dominique Turpin
Emeritus Professor Dominique Turpin
The Dentsu Chaired Professor

Dominique Turpin is a marketing expert and Japan specialist. He was IMD's Dentsu Chaired Professor of Marketing and the Dean of External Relations until 2022 and served as IMD President and Nestlé Professor from 2010 to…

Michael Wade
Professor Michael Wade
Professor of Innovation and Strategy Cisco Chair in Digital Business Transformation

Professor of Innovation and Strategy Michael Wade is an expert on digital transformation. He holds the Cisco Chair in Digital Business Transformation at IMD and is Director of IMD’s Global Center for Digital Business…

Ralf Seifert
Professor Ralf Seifert
Professor of Operations Management

Ralf Seifert's primary research and teaching interests are operations management, supply chain strategy, and digital transformation. His work lies at the heart of one of the most important topics currently facing…

Katharina Lange
Professor Katharina Lange
Affiliate Professor of Leadership

Katharina Lange specializes in teaching executives globally about leading self, leading teams, and leading organizations, and in building resilience at the individual, team, and organizational level as well as leading…

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