Luxe Consumer IQ

Emilia Simonin
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Welcome to Luxe Consumer IQ — the podcast that reveals how modern luxury really works. Hosted by Emilia Simonin, a former Insights Director and global consumer & market intelligence leader with senior experience at L’Oréal and LVMH’s Moët Hennessy, the series decodes the psychology, strategy, and consumer intelligence behind the world’s most influential luxury brands. For ambitious professionals ready to elevate their thinking, your next level starts here.

  1. 30 MAR

    12: The 6 Places Insight Should Show Up in Your Marketing Plan

    You can do all the research in the world — and still end up with a marketing plan that changes absolutely nothing. In this episode, I break down why that happens — and how to build an insight-led marketing plan that actually drives decisions. I explore what an insight-led marketing plan actually looks like, and why the annual planning process is the moment where strategy either becomes visible or gets lost in activity. From context and problem definition through to measurement, strategic choices, and activations, I walk through the architecture that allows insight to move from background information to business direction. Inside this episode: • Why the gap between insight and action is usually structural, not capability-based • How I think about using context to frame reality instead of just summarising data • Why the problem statement is one of the most important and most overlooked parts of the plan • How to separate brand and commercial objectives more strategically • Why measurement should be defined before the year begins • What strategic choices really look like inside a planning process • Why activations should express strategy • The difference between an insight-informed plan and an insight-led one • Two simple questions I use to test whether a plan is genuinely strategic CHAPTER MARKERS: 00:00 Introduction 02:30 Why Great Research Sometimes Fails to Influence Marketing Decisions 03:45 My Background in Luxury Marketing, Consumer Insight and LVMH 04:40 Closing the Insight to Action Gap in Marketing Strategy 05:46 Why the Annual Marketing Plan Has Strategic Leverage 08:17 The Six-Part Framework for an Insight-Led Marketing Plan 08:48 Context That Frames Reality: Using Consumer and Market Insight 10:17 Problem Statement: Defining the Real Strategic Focus 11:44 Objectives and Intent: Brand Goals vs Commercial Goals 12:46 Marketing Measurement: Metrics That Prove Strategy Is Working 13:14 Strategic Choices and Big Bets in Brand Planning 16:26 Activations With a Job: Turning Strategy Into Execution 18:20 Insight-Informed vs Insight-Led Marketing Plans 19:54 Two Questions to Test Your Marketing Strategy 21:07 What Comes Next: Deeper Training on Insight-Led Marketing LINKS: Join the course waitlist https://www.luxeconsumeriq.com/waitlist www.luxeconsumeriq.com www.luxeconsumeriq.com/newsletter https://www.instagram.com/luxeconsumeriq/ https://www.youtube.com/@luxeconsumeriq

    24 min

  2. 16 MAR

    11: Luxury Consumers 2026: The Next Growth Wave

    Luxury demand is still rising — but the psychology behind it is changing. In this episode, Paris-based Simon-Kucher Partner Camille Drumel, Head of the Luxury Centre of Excellence, explains why luxury consumers are polarising, how quiet luxury and logo status can coexist, and what brands must do to stay relevant across markets like China and India. We explore how luxury consumers are evolving across key markets, and why many maisons may need to recenter around their core audiences as consumer signals shift. Camille explains how China’s luxury psychology is maturing, why India represents a major opportunity with a very different status dynamic, and how brands should think about growth when demand becomes more fragmented across segments. We also examine the role of data in luxury strategy — including the risk of letting dashboards replace direction, and why CRM personalisation requires restraint if brands want relationships to feel human rather than automated. Inside this episode: • Why luxury growth now depends on relevance, not reach • How consumer polarisation is reshaping luxury signals and segmentation • What “recentering” looks like for luxury brands seeking sustainable growth • China’s continued importance — and the shift toward craftsmanship and discernment • India’s emerging opportunity, and why visible status signals matter more there • How to use data as evidence without letting it replace strategy • Why luxury CRM must prioritise precision and restraint over volume For professionals working across luxury strategy, brand management, marketing, pricing, or market expansion, this conversation offers a clearer framework for navigating the next era of the luxury market with focus, discipline, and consumer-led direction. CHAPTER MARKERS: 00:00 Consumer Polarisation 01:01 Research Goals 03:02 The Data Behind the Study 04:03 Quiet Luxury Shift 05:44 Brand Targeting Focus 07:12 Global Luxury Shopper Profiles 08:54 China Strategy Today 10:32 Category Winners & Losers 12:08 Value Perception 14:12 Three Strategic Moves 15:55 India Market Playbook 18:31 Building Loyalty in India 20:29 India Market Entry Diagnostics 22:19 Using CRM Insights 24:07 Fixing CRM Overload 25:56 Luxury CRM Fatigue 26:08 Personalisation And Human Touch 27:36 Fixing CRM With Data 28:51 Segmentation for Emerging Brands 31:35 Budget Constraints Playbook 32:58 Signals That Drive Decisions 37:03 When AI Adds Value — and When It Doesn’t 38:40 Growth Markets and Product Focus 42:06 Advice For Data-Driven Careers 45:49 Influencing Internally With Data 47:11 Consumer First Closing LINKS: Download Report / Contact Camille Drumel: https://www.simon-kucher.com/en/insights/luxury-study-insights-luxury-industry-trends www.luxeconsumeriq.com www.luxeconsumeriq.com/newsletter https://www.instagram.com/luxeconsumeriq/ https://www.youtube.com/@luxeconsumeriq

    51 min

  3. 2 MAR

    10: Luxury Menswear: Market Trends, Consumer Behaviour & Modern Masculinity

    Behind every successful men’s luxury brand is a set of foundations that quietly shape its growth. In luxury menswear, expansion alone is not the story. What matters is how that growth is built, measured, and sustained. I sit down with David Aquilina — former buyer at Harrods and Harvey Nichols and now founder of Aqua Consultancy — to explore how modern men’s luxury brands are evaluated inside global retail, and how those principles now inform his work advising menswear brands on strategy, positioning, and growth. Drawing on two decades across luxury buying, department stores, and brand advisory, David unpacks how sell-through operates as a structural indicator in luxury retail, how positioning and pricing architecture reveal brand maturity, and why disciplined commercial strategy remains inseparable from desirability. We also examine how streetwear reshaped the profit architecture of luxury menswear, and how Gen Z is redefining masculinity, expanding category openness, and influencing the future of luxury fashion. Inside this episode: How sell-through signals brand health beyond surface momentumWhat buyers assess when determining whether a menswear brand earns its spaceThe structural shift streetwear created inside luxury retailHow Gen Z is widening opportunity across men’s fashion and luxury growthWhy sustainable brand expansion requires clarity in positioning and pricing For professionals working across luxury fashion, buying, merchandising, brand strategy, or retail leadership, this conversation offers a sharper understanding of how men’s luxury brands are built, evaluated, and scaled in today’s market. LINKS: Aqua Consultancy www.luxeconsumeriq.com www.luxeconsumeriq.com/newsletter https://www.instagram.com/luxeconsumeriq/ https://www.youtube.com/@luxeconsumeriq

    29 min

  4. 16 FEB

    09: Inside Luxury Beauty: Retail Excellence

    I sat down with Sarah Martin, Commercial Director (ANZ) for Parfums Christian Dior, whose career spans some of the most iconic names in beauty, including Chanel, Estée Lauder, and L’Oréal. Sarah shares a grounded perspective on how luxury retail teams can scale without diluting desirability, and how brands can meet a consumer who now arrives informed, values-driven, and ready to be met at a higher standard. We take a look at how data can sharpen the retail experience without replacing the human touch, why bricks and mortar still matter in a digital-first era, and how strong retail partnerships are built through shared goals, trust, and evidence, not ego. Inside this Episode: What “retail excellence” means in prestige beauty, beyond the surfaceHow the informed, values-driven consumer is reshaping luxury service expectationsWhy brand alignment matters as much as product knowledge for beauty consultantsHow Dior uses reporting, performance insights, and NPS to refine retail strategyWhy physical retail remains essential for sensory storytelling and immersionWhat omni-channel luxury looks like when it is done properlyHow to strengthen retail partnerships through shared outcomes and evidenceThe future of prestige beauty retail, including AI-driven personalisation and human connection Whether you work in luxury beauty, premium retail, brand strategy, or customer experience, this conversation offers practical frameworks for protecting desirability while building scale, consistency, and trust. CHAPTER MARKERS: 00:00 Introduction 00:32 Sarah Martin’s Journey into Luxury Beauty 02:38 Understanding Prestige Beauty and Consumer Behaviour 04:12 Scaling in Luxury Beauty 05:37 The Role of Data and Insight in Retail 07:30 The Importance of In-Store Experience 11:02 Retail Partnerships and Collaboration 14:32 Balancing Global and Local Strategies 16:58 Future Trends in Luxury Beauty 20:12 Advice for Aspiring Luxury Professionals LINKS: www.luxeconsumeriq.com www.luxeconsumeriq.com/newsletter https://www.instagram.com/luxeconsumeriq/ https://www.youtube.com/@luxeconsumeriq

    26 min

  5. 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

  6. 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

  7. 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

  8. 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
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About

Welcome to Luxe Consumer IQ — the podcast that reveals how modern luxury really works. Hosted by Emilia Simonin, a former Insights Director and global consumer & market intelligence leader with senior experience at L’Oréal and LVMH’s Moët Hennessy, the series decodes the psychology, strategy, and consumer intelligence behind the world’s most influential luxury brands. For ambitious professionals ready to elevate their thinking, your next level starts here.

Information

  • Creator
    Emilia Simonin
  • Years Active
    2025 - 2026
  • Episodes
    13
  • Rating
    Clean
  • Copyright
    © 2025 Rodier 9 Group Pty Ltd · Luxe Consumer IQ™. All rights reserved.
  • Show Website
    Luxe Consumer IQ
  • Provider