The luxury customer is increasingly global and increasingly mobile. Their brand journey is not linear. They might browse online and purchase in store, or vice versa.
The thing is, I don't want to be sold to when I walk into a store. I want to be welcomed.
Everyone in the world should have a trench coat, and there should be a trench coat for everyone in the world. It does not matter your age; it doesn't matter your gender.
The purer our message, the more compelling it is to consumers.
People talk about the age and positioning of a brand, but hell, it's not about that. The global language is digital, and we need to speak the language.
I've never gone to the Oscars because I can't afford another week away. It is not more important than my husband. It is not more important than my kids.
