On premiumisation: The paradox of Amazon vs luxury experiences

Looks at the lessons luxury brands can learn from Amazon to keep them competitive in a global marketplace.

How to grow via premiumisation

This article is part of a series of articles on premiumisation. Read more.

When we’re thinking about luxury experiences and e-commerce, we must inevitably feel the tension that this thought produces as these two worlds are based on very different principles. On one hand, the online world is based on efficiency, measurement, predictability, complexity, functionality and utility. On the other hand, we have the world of luxury where the human essence meets the best that life has to offer – beautiful dining experiences, lavish lifestyles, impeccable design, hand-crafted products and the great legacy...

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