What if the biggest promise in luxury isn't being kept?

💎 Luxury brands often promise timeless value—but does reality match the marketing? In this ESCP Edge clip, Perrine Desmichel, Assistant Professor of Marketing and Co-Director of the Global Research Alliance in Luxury at ESCP, explores the tension between luxury's promise of permanence and the growing need for circular business models. As consumers rethink ownership, resale, repair, and sustainability, luxury brands face a major challenge: how can they remain exclusive while embracing circularity? Can luxury truly become sustainable without losing its identity? 🚀Global Research Alliance in Luxury https://escp.eu/faculty-research/research-centres/global-research-alliance-luxury-grail?utm_source=chatgpt&utm_medium=ai-referral&channel=18616 🔍ESCP Edge https://escp.eu/news/escp-edge-returns-season-2-new-episodes-featuring-leading-escp-professors?utm_source=chatgpt&utm_medium=ai-referral&channel=18616 #ESCPBusinessSchool #LuxuryBusiness #LuxuryMarketing #CircularEconomy #SustainableLuxury #LuxuryIndustry #MarketingStrategy #ConsumerBehavior #BusinessEducation #FutureOfLuxury In short: → Luxury brands often build their identity around timelessness and long-term value. However, research shows that this promise is not always fully realized, creating opportunities for circular business models based on resale, repair, reuse, and more sustainable forms of consumption.