2 FEB

08: Why Brand Health Is Non-Negotiable in Luxury

In this solo Inside the Method episode, we unpack how luxury brands use brand health tracking to monitor long-term brand strength — beyond short-term performance or campaign results. We explore how metrics like awareness, consideration, preference, and emotional resonance are used in practice, why luxury brands focus so heavily on the top and middle of the funnel, and why meaningful movement in brand health takes time. This episode is for marketers and brand leaders working in luxury or premium categories who want to understand how long-term value and desirability are measured — and defended — over time. LINKS: www.luxeconsumeriq.com www.luxeconsumeriq.com/newsletter https://www.instagram.com/luxeconsumeriq/ https://www.youtube.com/@luxeconsumeriq

19 min

19 JAN

07: Beyond Performance: How Luxury Cars Grow

What does it really take to prove marketing effectiveness in the world of luxury automotive? Join us for an insider’s look as Gavin Merriman, Marketing Director at Jaguar Land Rover Australia, unpacks the metrics that matter, the creative strategies that move the needle, and the pitfalls that even seasoned marketers encounter. In this episode, we go beyond surface-level reporting to explore how leading luxury brands align measurement with board-level priorities, balance long-term brand equity with short-term wins, decode the true meaning behind marketing effectiveness metrics. Discover how creativity and data can work hand-in-hand, why understanding the “desire-driven” luxury consumer is critical, and what it takes to turn marketing missteps into strategic advantage. Inside this Episode: The real KPIs that drive luxury brand growth and profitabilityHow to interrogate data and avoid the trap of vanity metricsStrategies for balancing long-term brand building with immediate sales goalsInsights into the mindset and motivations of luxury automotive consumersLessons from marketing missteps—and why rigorous testing mattersPractical advice for breaking into the luxury marketing sector Whether you’re a luxury brand manager, marketing strategist, or aspiring to enter the world of high-end automotive, this conversation delivers frameworks and insights to sharpen your approach. CHAPTER MARKERS: 00:00 Emotional Decision-Making in Luxury Purchases 00:56 Introduction and Guest Welcome 01:03 Journey into Luxury Automotive 01:56 Metrics That Matter in Luxury Marketing 02:23 Evaluating Marketing Effectiveness 05:18 The Role of Creativity in Data-Driven Marketing 11:02 Understanding the Luxury Purchase Journey 15:46 Balancing Long-Term Brand Building and Short-Term Performance 19:11 Rational vs. Emotive Purchases 20:50 Luxury Car Buyer Archetypes 22:22 Common Mistakes in Luxury Marketing 25:49 The Importance of Evidence-Based Marketing 28:34 Advice for Emerging Marketers 32:22 Pinch Me Moments in Luxury Automotive LINKS: www.luxeconsumeriq.com www.luxeconsumeriq.com/newsletter https://www.instagram.com/luxeconsumeriq/ https://www.youtube.com/@luxeconsumeriq Mark Ritson Mini MBA: https://minimba.com/ Byron Sharp: https://marketingscience.info/ Binet & Field (60/40 rule): https://www.amazon.com/dp/085294134X IPA: https://ipa.co.uk/

37 min

5 JAN

06: The Insight Framework: Turning Meaning Into Impact

How do luxury brands turn raw data into meaningful action? In this episode of Luxe Consumer IQ, we reveal how leading luxury brands move beyond intuition using layered consumer insights to refine brand strategy, elevate customer experience, and drive growth. Explore the five essential layers of luxury consumer insight: behavioural, shopper experience, cultural, category/market, and brand perception. Discover how to connect these layers to build powerful narratives that guide decision-making and set your luxury brand apart. Inside this episode: Where actionable insights originate in luxury brands (from retail, CRM, leadership, and more) The five key types of consumer insights every luxury marketer needs to understandHow to craft compelling data-driven stories that influence strategy and brand positioning A step-by-step formula for transforming data into strategic action How to avoid data overload and focus on what truly matters for luxury business growth Real-world examples of insight-driven decisions in the luxury sector Whether you’re a luxury marketing manager, brand strategist, or aspiring professional, this episode delivers practical frameworks for leveraging consumer insights to enhance desirability and drive results. Subscribe for more expert content on luxury marketing, brand management, and consumer behaviour. CHAPTER MARKERS: 00:00 Introduction 00:58 Understanding Insight in Luxury 02:25 The Five Layers of Consumer Insight 05:07 Framework for Actionable Insights 08:00 Storytelling in Luxury Marketing 09:30 Practical Application in Retail 13:48 Final Thoughts and Next Episode Preview LINKS: www.luxeconsumeriq.com www.luxeconsumeriq.com/newsletter https://www.instagram.com/luxeconsumeriq/ https://www.youtube.com/@luxeconsumeriq

16 min

21/12/2025

05: Data as Currency: The Modern Advantage in Luxury

How do luxury brands use data without losing the intuition and creativity that define them? In this first episode of a two-part series, we explore how data has become an essential tool for luxury professionals not to replace instinct, but to sharpen it. Discover how the most successful luxury marketers and strategists marry creative judgment with evidence-based insights to understand consumer behaviour, strengthen decision-making, and unlock growth opportunities that intuition alone might miss. Inside this Episode: Why data matters in luxury marketing and brand strategy How to interpret consumer behaviour through evidence, not just intuition The modern approach to consumer observation in luxury brands How data fluency creates competitive advantage in luxury careers Bridging the gap between creative instinct and analytical evidence Real-world examples: surprising insights from the champagne luxury market Why one in three marketers struggle with data interpretation and how to avoid it Transforming data into strategic narratives that resonate with leadership Whether you're a luxury brand manager, marketing director, strategist, or aspiring luxury professional, this episode offers practical frameworks for leveraging data to enhance consumer understanding and drive meaningful growth. Subscribe to the Insight Atelier newsletter for exclusive frameworks and tools to enhance your strategic skills in luxury marketing and brand management. CHAPTER MARKERS: 00:00 Introduction 01:45 The Role of Data in Marketing 02:44 Understanding Consumer Behaviour Through Data 03:54 Sources of Data in Luxury Marketing 04:38 The Power of Data in Strategy 05:17 Case Study: Champagne Market Insights 07:20 Building Confidence with Data 09:50 The Importance of Data Skills for Marketers 10:49 Conclusion and Next Steps LINKS: www.luxeconsumeriq.com www.luxeconsumeriq.com/newsletter https://www.youtube.com/@luxeconsumeriq https://www.instagram.com/luxeconsumeriq/

14 min

06/12/2025

Breaking into Global Luxury Retail

What does it really take to get stocked in Harrods, Galeries Lafayette, or Selfridges — especially if your brand wasn’t born in the expected luxury hubs of Europe? If you’re building a modern luxury brand without legacy, today’s episode takes you behind the scenes — with someone who does this every single day. And not just gets brands in — but gets them supported, nurtured, and set up to succeed with the right sell-through strategy. You’ll hear what top-tier buyers are actually looking for, what makes them say yes, and the signals they watch to decide who stays — and who doesn’t. And that’s not all. Our guest also moves in the celebrity circles that shape desirability — securing placement for her clients on names like Nicole Kidman, Courteney Cox, Richard Gere, and more. So stay with us — because we’re unpacking how to break through without compromising brand equity, and how to pitch your brand to high-end retailers in a way that gets you stocked, supported, and positioned to compete alongside the biggest names in luxury. Inside This Episode: What top luxury retailers like Harrods and Selfridges actually look for when choosing new brands Why becoming a “hot brand” matters more than product quality aloneThe commercial realities behind sell-through, merchandising, and in-store executionHow to assess whether your brand is truly ready for wholesale — from pricing to positioningThe strategic signals that help new brands stand out in a saturated luxury marketHow to leverage celebrity partnerships and influencer marketing for luxury brandingActionable tips for scaling your luxury business from wholesale to direct-to-consumer (DTC) onlineThe role of relationships, networks, and cultural nuance in luxury retail successWhether you’re building a modern luxury label, preparing to pitch buyers, or working inside a brand that wants to scale, this episode gives you a clear, practical roadmap for breaking into top-tier distribution and growing without legacy. #LuxuryBranding #DigitalRetail #LuxuryConsulting #FashionBusiness #LuxuryMarketing #WholesaleSuccess #BrandStrategy CHAPTER MARKERS: 00:00 Introduction to Geopolitics in Luxury Branding 00:26 Oxana's Journey from Model to Consultant 00:42 Breaking into the Fashion Industry 04:13 Challenges for Modern Luxury Brands 05:21 Importance of Visibility and Branding 09:49 Operational Excellence in Retail 17:55 Strategic Growth and Market Penetration 21:00 The Role of Relationships and Networking 28:49 Celebrity Endorsements and Partnerships 31:07 Final Advice and Personal Reflections LINKS: https://www.oxanapopkova.com/ www.luxeconsumeriq.com www.luxeconsumeriq.com/newsletter https://www.instagram.com/luxeconsumeriq/ https://www.youtube.com/@luxeconsumeriq

34 min

04/12/2025

The First Year in Luxury Consulting

Inside the World of Luxury: What It's Really Like to Intern in Paris | Grace Klepetka When most people envision the luxury industry, they picture high-end fashion shows, exclusive designer ateliers, and impossibly polished showrooms. The image is one of seamless sophistication and effortless elegance. Behind that immaculate facade lies a world that's just as dynamic and unpredictable as any other creative industry. Today, we're exploring this fascinating paradox through the experience of Grace Klepetka, an emerging voice in luxury who's navigating this world from her base in Paris. In this episode, Grace shares her journey from Princeton economics to luxury management at Emlyon Business School, revealing what luxury brands really look for in interns and how to break into the competitive world of high-end fashion and luxury consulting. What You'll Learn: ✨ How to land luxury internships in Paris and contribute to projects for maisons like Balenciaga, Chanel, and Bulgari ✨ The myth vs reality of what it’s actually like working in luxury fashion ✨ The essential skills luxury brands look for — from French fluency to design thinking and brand strategy ✨ A day in the life of a luxury consultant in Paris ✨ The privilege and pressure of working across iconic luxury maisons early in your career ✨ How to transition from business school to luxury management roles Whether you're studying fashion management, luxury marketing, or dreaming of a career at prestigious fashion houses, Grace's insights offer a roadmap for breaking into the luxury industry. CHAPTER MARKERS: 00:00 Introduction: The Challenges of Breaking into Luxury 00:40 Guest Introduction: From Princeton to Paris 00:55 Journey to France: A Gap Year Experience 03:46 Day in the Life: Working in Paris 05:08 Agency Life: Surprises and Responsibilities 07:27 Cultural Adjustments: Navigating French Work Culture 13:44 Education and Skills: Bridging the Gap 17:29 Advice for Aspiring Luxury Professionals 30:25 Conclusion LINKS: www.luxeconsumeriq.com www.luxeconsumeriq.com/newsletter

33 min

02/12/2025

The Symbolic Power of Luxury Brands

Decoding Desire: The Symbolic Power of Luxury Brands | Dr. Anne-Flore Maman-Larraufie Desire is the most powerful currency in luxury. It's what separates a brand from a product — and builds value that lasts across campaigns, markets, and generations. But how is desire actually created? And what makes some brands irresistible, while others struggle to spark that emotional connection? Today, we're unpacking the psychology of luxury with Dr. Anne-Flore Maman-Larraufie, founder of Sémioconsult, Academic Director at École Polytechnique Executive Education, and former Academic Director of ESSEC Business School's Master program, which houses the prestigious LVMH Chair in Luxury Brand Strategy. Dr. Maman-Larraufie has worked with houses like Cartier, LVMH, and L'Oréal, helping them decode the symbolic architecture that creates desire, loyalty, and enduring brand value. Inside This Episode: → How luxury brands create desire through strategic scarcity → The role of semiotics in decoding brand meaning → Why myths and archetypes build emotional resonance → Protecting symbolic value in digital and global markets → Adapting brand narratives across cultures without dilution → The hidden architecture that makes certain brands unforgettable Whether you're a luxury consultant, brand strategist, marketing professional, business school student, or simply fascinated by consumer psychology and brand storytelling, this is a rare opportunity to hear from one of the top academics shaping luxury brand management at Europe's leading institutions. Insight you won't find in case studies or trend reports. CHAPTER MARKERS 00:00 — Introduction: Desire and Rarity in Modern Luxury 00:41 — Dr. Anne-Flore Maman-Larraufie: From Engineering to Semiotics 01:42 — The Dual Meaning of Luxury: Symbolism Beyond Products 05:46 — The Power of Storytelling in Luxury Brand Strategy 06:24 — Myths and Archetypes: Building Timeless Brand Narratives 14:44 — Creating Desire Through Exclusivity 22:35 — Semiotics in Practice: Elevating Brand Value 29:02 — Luxury in the Digital Age: Challenges and Strategies 34:44 — Brand Consistency: Why Every Touchpoint Matters 34:55 — Common Mistakes in Digital Brand Expression 35:23 — Managing Social Media Content with Strategic Intent 36:40 — Luxury Brands and Market Rarity: Balancing Supply and Desire 38:24 — Adapting Brand Storytelling for Global Markets 42:28 — The Risks of Over-Adaptation in Brand Strategy 49:22 — Strategic Growth Management: Scaling Without Dilution 53:46 — Working in Luxury: Insights and Advice for Emerging Professionals HASHTAGS: #LuxuryInsights #ConsumerInsights #LuxuryBranding #LuxuryStrategy #BrandStrategy #InsideLuxuryBrands #BrandSymbolism #PremiumBranding #GlobalLuxury #Semiotics #LVMH #ESSECBusinessSchool #LuxuryMarketing #BrandStorytelling #LuxuryManagement #ConsumerPsychology #LuxuryMindset CONNECT WITH DR. ANNE-FLORE MAMAN-LARRAUFIE: Sémioconsult: https://www.semioconsult.com/en/ LinkedIn: https://www.linkedin.com/in/annefloremaman/ LUXE CONSUMER IQ: www.luxeconsumeriq.com www.luxeconsumeriq.com/newsletter

1h 3m

02/12/2025

The Art of Luxury in a Digital World

How do luxury brands create desire through digital strategy and e-commerce? Today's conversation explores digital transformation at LVMH with Theresa Austin, who built one of the group's most powerful internal tools for digital transformation — reshaping how luxury brands use data and insight to drive performance, not just reporting. You'll hear how to design digital experiences that feel luxurious and emotionally compelling while driving commercial results — from personalisation and CRM strategy to customer journey design, scaling digital without diluting brand value, and presenting insight that earns leadership buy-in. What You'll Learn: → Translating luxury in-store experiences into digital environments → Building seamless digital ecosystems for brand storytelling → Personalisation that feels curated, not invasive → CRM strategy for luxury customer loyalty and retention → Balancing global brand consistency with local market execution → Using data and insight to complement creative intuition → Avoiding e-commerce pitfalls that erode luxury margins → Digital transformation strategies for heritage luxury brands → Engaging new generations through TikTok without diluting brand value Whether you're a luxury brand manager, e-commerce director, digital strategist, or studying luxury management, this episode offers practical frameworks for navigating luxury e-commerce with strategic clarity. CHAPTER MARKERS 00:00 — Luxury E-commerce vs. Mass Market Efficiency 00:38 — Theresa Austin: A Journey into Digital Luxury Strategy 01:25 — Understanding Desire: The Essence of Luxury Branding 01:54 — Creating Seamless Digital Experiences in Luxury 03:05 — Visual Storytelling: The Power of Product Imagery 04:02 — Luxury Customer Journey Design: From Discovery to Purchase 08:46 — Personalisation in Luxury Marketing: Elegance and Restraint 11:05 — CRM Strategy and Customer Loyalty in Luxury 14:39 — Scaling Digital in Luxury: Growth Without Dilution 18:22 — Global Brand Consistency vs. Local Market Execution 23:11 — Luxury Marketing Metrics That Influence Leadership Decisions 27:53 — The Future of Luxury Digital Strategy 33:28 — Career Guidance for Emerging Luxury Professionals 36:28 — The Magic of Luxury: Celebrating Memorable Moments CONNECT WITH THERESA AUSTIN https://www.linkedin.com/in/theresajaustin/ LUXE CONSUMER IQ: www.luxeconsumeriq.com www.luxeconsumeriq.com/newsletter

41 min

26/11/2025

Welcome to Luxe Consumer IQ

Welcome to Luxe Consumer IQ — the global podcast for ambitious luxury and premium professionals who want to think strategically, grow with confidence, and understand how modern luxury really works. Hosted by Emilia Simonin — a former Insights Director and global consumer & market intelligence leader with senior roles at L’Oréal and LVMH’s Moët Hennessy — the series bridges high-end industry experience with the kind of practical, real-world guidance emerging talent rarely gets access to. This introductory trailer lays the foundation for the season: how data and desire intersect in luxury, what truly motivates affluent and high-net-worth consumers, and the mindset required to build long-term competitive advantage. Across the series, Emilia brings a warm, mentor-style voice — translating consumer insight, luxury codes, and real-world practice into tools you can apply immediately. You’ll hear a mix of solo strategy episodes and in-depth conversations with senior executives, professors, and emerging voices shaping the future of the luxury sector. Together, they explore the frameworks, buying psychology, brand codes, and commercial realities behind modern luxury — from storytelling and ecommerce to distribution, retail, and premium positioning. If you’re ready to move beyond execution and into strategic influence… If you want to understand what separates the brands that lead from the brands that follow… And if you’re building a career in luxury and want the perspective behind real decision-making — this podcast is your advantage. Whether you’re entering the industry or stepping into your next level: Welcome to Luxe Consumer IQ. Website: www.luxeconsumeriq.com This episode includes AI-assisted voice refinement to ensure a seamless, high-quality listening experience.

6 min

Luxe Consumer IQ

Episodes

08: Why Brand Health Is Non-Negotiable in Luxury

07: Beyond Performance: How Luxury Cars Grow

06: The Insight Framework: Turning Meaning Into Impact

05: Data as Currency: The Modern Advantage in Luxury

Breaking into Global Luxury Retail

The First Year in Luxury Consulting

The Symbolic Power of Luxury Brands

The Art of Luxury in a Digital World

Welcome to Luxe Consumer IQ

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Welcome to Luxe Consumer IQ

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