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Rambourg admits the Covid-19 crisis has caused a lot of problems for the luxury industry, but he disagrees with many other market researchers.|The author writes in the book: “Is the future of brands selling online? I do not think so. Will the crisis make it easier for businesses to specialize in niche markets?|”It’s true, but on the other hand, Darwinian businesses will still accelerate, and the big fish will only get bigger. Has tourist retail become an outdated sales channel? I don’t. supposed to be, at least in this book.”|The author explains: “The vast majority of Louis Vuitton, Moncler or Cartier luxury products are sold to first-time buyers. Such a large number of first-time buyers and that may be why when the economy is good, brands sell better than expected, and when the economy is tough, sales still hold up.”|François-Henri Pinault, president and CEO of Kering (an international luxury goods group with brands such as Gucci or Yves Saint Laurent) believes that customers buy branded goods to “affirm themselves and express their individuality”. … Using a brand name is also choosing a style, an aesthetic, an attitude”.|Most of the book was completed by Rambourg in 2019 before the pandemic, but at this point he still believes that the pandemic is an opportunity to confirm the development trends of the luxury industry that he has. stated in his book is correct.|Rambourg believes that brands are born to serve the very basic needs and desires of people.
