Luxury Decisions

Should you expand production when demand rises? Will customers stay if you raise prices? Should you do it yourself or with a partner? Can your current strengths carry over into a new business?

This book takes up these questions through 17 decisions made by luxury companies. Hermès’s workshops, Chanel’s pricing, Burberry’s beauty business, and LVMH’s acquisition of Tiffany are all here. It does not hold these choices up as answers to copy. Reading company disclosures alongside strategy theory, it examines the conditions—resources, markets, and relationships—that made each choice possible, and it separates the principles your own company can apply from the conditions it must first put in place.

Each chapter opens with a company’s actual decision and the question it raises, carries the principle over to a small company’s decision in “If This Were Our Company,” and closes with “When to Decide Again,” which names the signs that the decision should be revisited.