Marketing
January 2, 2020
Sky's the limit: Hermès gets the luxury formula right, and will continue to do so in the Twenties. Image credit:Hermès. Illustration by Marc Antoine Mathieu
By Mickey Alam Khan
The urge to resist December punditry was tremendous, but staying silent would mean abdicating responsibility to luxury brands and retailers trying to figure out their strategy for the 2020s.
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KabFOP6u6+pIvqsnUGgTntybfNR25zCWh8B11XdqJimEbYhG69hUfx1jbQxbdw7d4fNtpZz7Q9O7eR7OANfBzbRUAYfTxmNC0ecHHrCLMfbrKP81i2enFe6uXFnDqM4wrWt0SWlJqOlg\/yok6sArd\/lKxjrHXJB2gE2215gqBmS10UoJG2lHA65dL86OkK3RlXQeRCLGdyJqjBtc+h0hkrTmO09PhGqcWQVT+qpeg4\/jy0awsjSOwuYbQWVpKexCqL4FUsUxWtxfRXGuMUR+zNsDO9N6CawNc8E+4LHHE0nY5EDU6dL53LQqNRJcxO2doO5WFpOdv4wF1fLwLp+tWpVa1KxMrzeKq7onezRS5IKuXryf4PGvwoRsNIfGtuaY1LT1VosgTrQdbj8Ey1nCBfi1LD\/6RewJZsnpnBVYm3aRMdkjq2fNLPJZF78cE047+u5qyQT+ov2Leqgk7LwB95dl1S3Zv7c6Sn9cUKOBw2wzH26acS\/rnfG02kkqZ1C\/qwTQAXDpc7fibxlfkEIUfe7if0MB23kUG5Lit+fdWBa7QMkoTGq6tRA+R1vRCb+Xs9oB32yQEu5NE5SXgZ5ftt7SO5kdOY\/oHOh9Z80ZsrdtkeP27Yj08hqGxizqtLwIX2O1IgP9No7OtBZ7d8UQEdsoHxVR8kAoEoXRSdpJaiuf5A9+crSV+Z\/v6cYn1DD7ZIVuXy4Z1Ri3DISPo1mfXC+VlEYgHvQCZMC7iMa+oQI4EOzx1tzbEy95e8ZHiA4FEzzzNHFq299ePdREwBZwJtf7wf2CSfTuFsy1p9EZwflUXqTg3sOerC2hBZOU5DnIWfUJU6dlz+i7Lv+w+WsE0queoG6zdarrhHERDDiDDya6sFhS5wYqKxxBR\/mxTiBGJhEnGnb\/CEZ7n7gREEGAyDT9EnBxjgesyKb60e5C+LQ8kEjY6bHrtIylS1pfPaEeijN68i4o9Z5PUxT3yrgwifEZBHOA2S3UBTYXmoIR7qKpQmeiX0fEvppm7fChoeUpz\/abecF9hP3HjcPnHBrfw\/cjl6TyksDVJ0+otEKBYQCyJIoOAdZL\/BRnCm\/fQg9da5Rvn589onSrobTiVBv4aAEZxK25RQMjteivhwrrYq47uZvPvYxhicPm+\/1BaxVSIlgUaL5Roouo\/QL+8eixo2MkcLnQ6arWdBXoJRRJwCVNZ5lVrBF68Gzme2p5lbNGhucZFyfD8IANhR6GTJzecCfGhFot4AAfywqouW5DbW9IYxBdbVN2lZJ73L2oYEhbJeZvBvLHSvx3d\/t9epI809T8wPeoaiyHNkJe00whWfci5ZcQo3xsVF\/Bez+Lyx9JaYxWbt91ImS4V\/GfycbLwGrLMEClcUUtuGuNQD3k2vbwt0rXDX4H82gQTp946u+1qJV4f3e0pjVBtd1FxwmFyvVj2vWuSymO8xaxgy8oI06p5bPUporFvgT\/oi6Irg+UofnmPpSDpSKAPaC9qUFqBk+XZBVUsBzY4ZNxgebCI2EAY9OZGFlbIovUDk6WsavRMuM12OsUZ7SC0k\/QqWE0qJItnpUD16opdl4qtnMJVXZiuZrGL8zsyL1ES4I4NDtxJpva053igkms0k0TbtMukSJX0SIlvTCwtuD1v\/P2xCXL6vpltKkoWbmUKAV4R\/zn8oWJ2U3kV4ymV4v7XJhuLAv0zvdDeV6ThkuK7hYolj2g3BPV8SPVccRfvhsQYNVGxJeNXtHiw84Z3ZhSA2pegxWXCWNKASozkJeN2vt0kNriZcjQ661Ckx7S8mhVSzlq0tAeFxQFdAOPJ\/WulBQx18Q3RIaXhUEL0GEZOobYvhVYIOTTuirKXRM15zjVVLsweJjCis+DSeTtIWOEWjib+y6WHm9H1j44SX6XbJ6c+k0CiUQjb5SSBBLkifql16welkcp7OWQkAK171fNN0+KyBBe\/ygzP5zu9i2rC4Zege9yQ0VW8e2Tgni5UMyvt1y2yHuiIvSxysnWZ7TSVlqlzAqpE4Q\/o4aF6sxdv3kSh\/kfgL7It\/6cLpPcCQdl9ak6op+C62QUP\/voGXBgOfQRrR331i4liHt6bcFSi6CyGHbYbyVsVClmRnolzRZR+ipYBPYwUkqZOCkNrBPJQ\/phFkyVI2C3oRJCkI5gqrMvrQg\/ghAzq3w0\/n5R8RHjW+W\/qPjepuQhp3hqeMaWkeXclV\/0rF+uCRvXcnkMwMdv0r+uLRKt4Y2b1X6ER3mKah3N+jAn2lFLclJ8n5Z0FWabouKiHLd9LXijroWN2NhlPRT9wCBeaBre3RJHEXbjCByaNbqNYV0EX1y61yaojJe8OJiaJs7WWBJWxQcEjb4GzrQQomuCNTnSknJ1Vtf9FTa1EnzoJL516KqneG0IQ6vQxgBnmV6V5UKNjGSNISeCla2sLFwAX0EIjZ6PyLwS5QZaZuvlqJ9RTc4aGhc7Trk3LcA+4IzFRC+IQLYb8avwRJsu9BNJtXI9MfTUCojsvFl6eC3axL+9uKkGMtK3CIGauL2NcYv6+lWXjfRBJoP5eU7+r9xKDOSCVH4DGFDE2jTsqdEsJlFdvA81Zkr\/47zG\/wUE48GggvwCDTAjua4Wujt8rjpKIgmD2KAhP7aBwswttYU70tskS4wd5cv7GSKIIqmOde5o8IecJfn9x3k3T5xbYoZG1fd6r5jFaE+iG6hynxpfKQtT+PZB71rZLfyp1rYT4X2S2zXLScbtNcRCkyGPhJO6JbtQkuTe+b8NEoDvAWMYxDjzqXVpiI71QJxC5F2pKUousBQMp6Ya6xUN9XzmKDqpJx4W7hSnKf6e8\/3DO4TDTD45tnaXBAT36aaUJ3Cq6MTm+Tj\/646nJ6KYmCoO4XVGO+fyw9sc+D59c9cKV6kBu\/CY2F2fKrvkRfItaXs1bDimJ0IkmJ\/sVidwk0O8tFWq5vSXNZeAAjIwvtplhVAPKc4XaAUe77Oz6v9J+0LPadM9FWILmCtVX\/3lCEKVUpZKJw4E1PSmVXpOO9fgyfMJQle5M7ZwVcFeOtWVaEnscHyRtN+kwDOcib\/Bg4NcLfXJqo36QXpq3gbTZzxYf4qMuS7RRtmtB0MYs2nvdzYto3nUG5\/KMh2PXrkG\/odnJVT5AKjsS9B4hfSfKY8481RVVBWWK0SBpBjxN+1bmuRfyNFKZi8mAPbV7gci90JK7i+DL9l4WW7YZFD58Nuf+BI8U3Fc2GcsruZEwUiiklLEc7dK2nfrmB1yYhrPDv1RunbMwPbQKmwdlExn99e9SRsNyAhXKf5usfYVQ5GgPRpBxIJMfAGTzCRVpfVzX2mu0rGs8sYredHBAdckcyN2711ByCH74ob+waOjuIgp\/g6kMo58sxMUeh8YrTEZ\/KQXl+RBtoNxe+BlcpJlCn1ByI6HY8Y19zoC\/px6ILb4YEuwFiXEENM1OY5Pc7nRC8s+PwfIs\/NU9SgqZF5PHta1erEIYDeYy4PGot9A4hVFiZJcfTlyomimjv0zr1TuDu48jw+vibuMwKMTMlT2d1YMllJM6w2q5ZzkczfGbJ6LAR1u\/4dLJyEcZoAdqrOk0ma+oI4g+NaB3hZi5OD3lhUDh9JeH1Qyl0CvipO9KH3BJars3zlxy\/E2lRYp6zimwkTuENTPx45A0pCmQ9PYf5P1zt4\/oIV3WINHwPbfmOvpgIY0VbBtud48uw56wfM2tzB4JlLKJ1eyDoI4uRVKNyRb8IaHwWuO3jCBWZzYBqlKTKQN+APM4w5qZ\/z+fMMp8MNc35f4npM9ERHtDCnarGbyInR06wRYfJPyWDMUL846uGsTM5UFs54cNPs09fHtRn3yCIFm1jS\/nl\/LBrGOmNckr8XtC1T+9OPvkRFouSu0h\/HDc9kQQkICAFQwxFY6yVuAA0uRpOiiyFk9bhg3nQ0F17MrF7BVJSffeGbFGNdI700SrUjHCexlcaI5YrM\/LHpbJLY9GxUjBWa0T7ayNZj1q7fqCDLYup9ZUFOOfRvwWOfOOhP6c\/65wv1SXY4c7vUGSd+wxaNEjWp3qYukLftWk348z+CGoLAVx7D6hZBkjNILh7TRxK9bA7xgbYdeE7fyY+y7vX7jd5W7NWhHRQ\/prjCTtdZVpzripfnt+L3uVYstw0wA0SFyICVo27O3edt0WKDLug\/Eru0ZsREd09WYfC2UYGksDN6QU93C0ye73Rl3wImINj4SgJEXLohi+t7b5kFKBe236E14KMP1aIpnMcQAJpfNVHhRkTe4M88S6+Lyw0exEZJZWECQvRDIZXm9fTcjtb4ogK7+UKqLaBJRNNtErKOeUbIghJY6YmTTZ3nFdQZ+9+TG+FRI1x73oaKFoFlrws4iDCK5xDMv6kwvdqN+F7QmZR1efO\/K7+EuKzbUyRDznIzKo\/CvyE6VWUQWUX\/N0EMq+Yd\/F5CQrDfbvJszbXMnsMJsWqdkKUcvofnZbiL79sQlJYvO\/ntzLzrA5MqLluDd9zW7\/bfm9o9KCb3nz+2gwgIR6mOWyOGx\/yhoyCPpeKPDfFfSQQMgkGOFj7jrt4zgos0saj9QIvUf6Mz01Az17RIQNr6xzWQ9mEU6FpcXtYlFScGxGA3\/2mWlHiWV7nHaCVY5+1VAEzWSW1o=","iv":"f5f84a78c710a34afda7fa2c0340c423","s":"3062cda70f1e1418"}
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