Luxury goods and brand authenticity
11/16/2021
3 min
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In this video, Gwarlann De Kerviler, Professor of Marketing at IESEG, speaks about her work on luxury goods and ethics. She explains why this has become important for marketers and how brands can focus on authenticity.
There is a clear challenge today for marketers in the luxury sector as consumers are increasingly demanding regarding companies’ compliance with Environmental, Social, and Corporate Governance (ESG) standards .
With two other experts in the domain, Elodie Gentina and Nico Heuvinck, she conducted several studies involving more than 1,900 consumers, for different high-end product categories (including watches, perfumes and design furniture) . They looked to identify how luxury brands can prove to consumers that they are really committed to being ethical.
Their research can be viewed here.
Gwarlann de Kerviler is an author of numerous publications on consumer behavior. She has a recognized expertise in understanding how consumers connect to luxury products and how they look to brands for exciting experiences, authenticity and ethicality. She also studies how clients relate to loyalty programs and new technologies and their participation in the co-creation of brand messages through influencer marketing and online reviewing. She has a Ph.D. in Management Sciences from Dauphine University and an MBA from Harvard Business School. She works with companies in adapting and developing their marketing and management strategies.
