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Legendary luxury brands: inventing the future by reaching to the past

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Abstract

Unlike many other brands, luxury brands can enjoy remarkably enduring success. This paper presents an interview with a senior executive responsible for marketing Maison Louis Roederer’s champagnes, including the legendary Cristal, in the United States for the last 20 years. We explore the differences between luxury and mass-market brands, the role of creative vision, how brands remain relevant through innovation while remaining faithful to their history, and how luxury brands create passionate buyers who seek to be a part of the brand, not simply consumers of the brand. We conclude with a discussion of the implications for market orientation, understanding consumers as fans, and other future research topics.

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Authors and Affiliations

  1. Kellogg School of Management, Northwestern University, Evanston, IL, 60208, USA

    Gregory S. Carpenter

  2. Maison Marques and Domaines, 383 Fourth Street, Suite 400, Oakland, CA, 94607, USA

    Xavier Barlier

Authors
  1. Gregory S. Carpenter
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  2. Xavier Barlier
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Correspondence to Gregory S. Carpenter.

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Carpenter, G.S., Barlier, X. Legendary luxury brands: inventing the future by reaching to the past. AMS Rev 11, 464–470 (2021). https://doi.org/10.1007/s13162-021-00207-x

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  • DOI: https://doi.org/10.1007/s13162-021-00207-x

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