Kantar Luxury Conference - Presentation by Jean-Noël Kapferer (Oct 2021)

Jean-Noël Kapferer, international luxury expert, professor emeritus at HEC business school, speaks about the challenges facing luxury brands that must become global brands without losing the components of their DNA.
The conference was hosted by Kantar Insights France on October 14th 2021.

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M. Kapferer always gives excellent talks. I agree that the premium pricing strategy doesn't generally work well in the US because people here aren't satisfied with fewer items of higher quality. A French or Italian woman is happy with several luxury handbags for different occasions, while an American woman wants 30 designer handbags in a rainbow of colors and range of styles. But unless you're in the upper echelons of wealth, the latter isn't usually possible.
I find the question of sustainability very interesting. The greater the wealth gap in a country, I believe the less the overall stomach for ostentatious luxury. And yet paradoxically, egregious high-end consumption seems to go hand in hand with countries where there is little middle class. So, I suspect that long term, more inconspicuous old-fashioned luxury will be sustainable, especially in politically stable areas with more equitable wealth distribution. If luxury becomes too showy, it will contribute to instability and be perceived as the "feastings" that have historically preceded and precipitated economic collapses and/or political revolutions.