Luxury branded goods need to get back to quality basics

Glyn Atwal and Douglas Bryson, ESC Rennes School of Business, and Johan von Gersdorff, DraftFCB Hamburg

The nervousness caused by the present economic crisis has reached into the world of luxury branded goods.

Luxury branded goods need to get back to quality basics

Glyn Atwal, Douglas Bryson and Johan von Gersdorff

The present economic crisis has caused a lack of confidence in every domain. These are not mere cracks in economic foundations. We are seeing noticeable shifts in consumers' attitudes.

In the western world, future markets, brands and consumers' values and beliefs are on the move. Governments have responded with bailouts, stimulus packages and other, more creative tactics in the hope of a return to 'normalcy', yet that in itself is a concept being redefined. This redefinition is not...

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