Why Luxury Brands Are Struggling — And What Needs to Change | Prof. Desmichel on ESCP Edge

What really drives us to buy luxury — and is the industry living up to its own promises? In this episode of ESCP Edge, Nick Taylor sits down with Perrine Desmichel, Assistant Professor of Marketing and Co-Director of the Global Research Alliance in Luxury at ESCP, to explore the psychology, strategy, and future of the luxury market. 🔍 In this episode: - What luxury really means — and why the word is being dangerously overused - The current crisis of relevance hitting major luxury brands - How social anxiety and dominance hierarchies drive luxury consumption - Quiet luxury vs. conspicuous goods: a cyclical trend or a real shift? - The rise of dupes — and why consumers are now proudly displaying them - How counterfeits are evolving and what luxury brands can do about it - The broken promise of timelessness: why inherited luxury pieces end up in a drawer - How circularity and the second-hand market could reshape the luxury business model - Sustainability in luxury: who's walking the walk? (Stella McCartney, Pommery champagne) - What time — not just money — has become the ultimate luxury 💡 Whether you work in fashion, marketing, or simply want to understand the forces shaping consumer behavior, this episode offers sharp, research-backed insights into one of the world's most fascinating industries. Discover more content on ESCP Research & Impact, ESCP’s official LinkedIn page dedicated to faculty research and insights: https://www.linkedin.com/showcase/escp-research-impact/?viewAsMember=true #ESCPEdge #LuxuryMarketing #LuxuryBrands #ConsumerBehavior #QuietLuxury #Sustainability #FashionIndustry #ESCP #MarketingResearch