Podcast: Jean-Noël Kapferer on how to develop a brand’s “aphrodisiac value”

By

Olivier Guyot

Translated by
Nicola Mira

Published
May 13, 2020

In this French-language podcast for the LuxurynsightXFashionNetwork series, recorded before the crisis caused by the Covid-19 pandemic, Kapferer, “an integrator specialised in the luxury industry,” shares his vision of the “sex appeal” of fashion consumption. He also talks about the main cultural issues affecting leading luxury groups, especially how they balance their portfolios between the various regions of the world.

In the podcast, Kapferer also discusses the strategies deployed by luxury groups for their beauty and jewellery lines, and the importance for these groups of adopting technology solutions, in order to stay in touch with the creative elites that are emerging among tech start-ups.

Jean-Noël Kapferer is an academic with hands-on experience. He is a sociologist and the author of ‘Luxe: nouveaux challenges, nouveaux challengers’ (Luxury: new challenges, new challengers), and works as a researcher with French education group Inseec U, advising leading luxury houses. He also sat on the board of directors of Lacoste, before it was bought by the Maus Frères group.