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Multichannel

If the product is right, luxury is a matter of positioning

October 29, 2015

Glenfiddich Scotch Glenfiddich Scotch

 

By Forrest Cardamenis

LONDON – When a company wants to establish itself as a luxury brand, sometimes everything but the product needs to be changed, according to a Glenfiddich executive at Luxury Interactive Europe 2015 on Oct. 28.

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  1. Off the Cuff: A Q&A with The 1916 Company's John Shmerler
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  3. European cruises, Italy, Cuba remain top luxury vacation destinations for 2017: report
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  5. How culturally-aware influencer trips can successfully launch luxury products
  6. Christie’s promotes luxury auction sales lead to global role
  7. Versace celebrates 20 years of DV One timepiece
  8. Luxury Unfiltered: Burberry is on the brink of self-destruction as it taps a new CEO
  9. Dior takes a step towards film with latest perfume ad
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