Luxe Consumer IQ

Most luxury professionals think they need more research. In reality, they often need to make better use of the intelligence that already exists. In this solo episode of Luxe Consumer IQ, I break down how luxury strategists use secondary research to understand affluent consumers, identify growth opportunities, and build stronger brand strategies — often before spending a single dollar on primary re...

Africa may be luxury’s biggest long-term growth opportunity. So why do so many global brands still approach it as a single market? In this episode, Aimee Kellen, Regional Marketing Director at Moët Hennessy Middle East & Africa, explains what international luxury houses often misunderstand about growth, cultural nuance, and consumer behaviour across Africa’s rapidly evolving luxury landscape....

Most marketers are asking the wrong question about AI. You can invest in the most sophisticated systems — and still deliver a customer experience that fails completely. In this episode, we break down where to actually start with AI in marketing, and why applying it too quickly can damage the very relationship you’re trying to build. I speak with Dr Cecilia Dones, founder of 3 Standard Deviations a...

Most prestige skincare brands are trying to win the category the same way everyone else is: louder launches, faster trends, more content, more claims. And yet the brands that endure often do the opposite: they build credibility slowly through expertise, trust, results, and a consumer experience that feels guided rather than sold. In this episode, we explore why professional skincare still wins in...

How do global luxury brands like Parfums Christian Dior maintain consistency — while adapting to radically different local markets? This episode explores luxury brand strategy in practice , and how Dior balances global brand discipline with local execution across regions such as Asia and Australia. At the centre of that approach is a “glocal” model: a clear global framework, executed with precisio...

What is it actually like to start your career in luxury — in Paris, inside a consulting agency? Because the reality is very different from what most people expect. This episode takes you behind the scenes of early-stage life in luxury consulting — from navigating French work culture to building confidence in a fast-moving, international environment. There are moments that feel straight out of Emil...

Digital in luxury often looks like progress — more content, more storytelling, more personalisation. But when does it start getting in the way of the experience? In this episode, we explore one of the most common tensions in luxury e-commerce: how to build a rich brand world without disrupting the customer journey. From autoplay video to layered storytelling, the conversation looks at how easily t...

You can do all the research in the world — and still end up with a marketing plan that changes absolutely nothing. In this episode, I break down why that happens — and how to build an insight-led marketing plan that actually drives decisions. I explore what an insight-led marketing plan actually looks like, and why the annual planning process is the moment where strategy either becomes visible or...

Luxury demand is still rising — but the psychology behind it is changing. In this episode, Paris-based Simon-Kucher Partner Camille Drumel, Head of the Luxury Centre of Excellence , explains why luxury consumers are polarising, how quiet luxury and logo status can coexist, and what brands must do to stay relevant across markets like China and India. We explore how luxury consumers are evolving acr...

Behind every successful men’s luxury brand is a set of foundations that quietly shape its growth. In luxury menswear, expansion alone is not the story. What matters is how that growth is built, measured, and sustained. I sit down with David Aquilina — former buyer at Harrods and Harvey Nichols and now founder of Aqua Consultancy — to explore how modern men’s luxury brands are evaluated inside glob...

I sat down with Sarah Martin, Commercial Director (ANZ) for Parfums Christian Dior, whose career spans some of the most iconic names in beauty, including Chanel, Estée Lauder, and L’Oréal. Sarah shares a grounded perspective on how luxury retail teams can scale without diluting desirability, and how brands can meet a consumer who now arrives informed, values-driven, and ready to be met at a higher...

In this solo Inside the Method episode, we unpack how luxury brands use brand health tracking to monitor long-term brand strength — beyond short-term performance or campaign results. We explore how metrics like awareness, consideration, preference, and emotional resonance are used in practice, why luxury brands focus so heavily on the top and middle of the funnel, and why meaningful movement in br...

What does it really take to prove marketing effectiveness in the world of luxury automotive? Join us for an insider’s look as Gavin Merriman, Marketing Director at Jaguar Land Rover Australia, unpacks the metrics that matter, the creative strategies that move the needle, and the pitfalls that even seasoned marketers encounter. In this episode, we go beyond surface-level reporting to explore how le...

How do luxury brands turn raw data into meaningful action? In this episode of Luxe Consumer IQ, we reveal how leading luxury brands move beyond intuition using layered consumer insights to refine brand strategy, elevate customer experience, and drive growth. Explore the five essential layers of luxury consumer insight: behavioural, shopper experience, cultural, category/market, and brand perceptio...

How do luxury brands use data without losing the intuition and creativity that define them? In this first episode of a two-part series, we explore how data has become an essential tool for luxury professionals not to replace instinct, but to sharpen it. Discover how the most successful luxury marketers and strategists marry creative judgment with evidence-based insights to understand consumer beha...

What does it really take to get stocked in Harrods, Galeries Lafayette, or Selfridges — especially if your brand wasn’t born in the expected luxury hubs of Europe?   If you’re building a modern luxury brand without legacy, today’s episode takes you behind the scenes — with someone who does this every single day. And not just gets brands in — but gets them supported, nurtured, and set up to su...

Inside the World of Luxury: What It's Really Like to Intern in Paris | Grace Klepetka When most people envision the luxury industry, they picture high-end fashion shows, exclusive designer ateliers, and impossibly polished showrooms. The image is one of seamless sophistication and effortless elegance. Behind that immaculate facade lies a world that's just as dynamic and unpredictable as any other...

How do luxury brands create desire through digital strategy and e-commerce? Today's conversation explores digital transformation at LVMH with Theresa Austin, who built one of the group's most powerful internal tools for digital transformation — reshaping how luxury brands use data and insight to drive performance, not just reporting. You'll hear how to design digital experiences that feel luxuriou...

Decoding Desire: The Symbolic Power of Luxury Brands | Dr. Anne-Flore Maman-Larraufie Desire is the most powerful currency in luxury. It's what separates a brand from a product — and builds value that lasts across campaigns, markets, and generations. But how is desire actually created? And what makes some brands irresistible, while others struggle to spark that emotional connection? Today, we're u...

Welcome to Luxe Consumer IQ — the global podcast for ambitious luxury and premium professionals who want to think strategically, grow with confidence, and understand how modern luxury really works. Hosted by Emilia Simonin — a former Insights Director and global consumer & market intelligence leader with senior roles at L’Oréal and LVMH’s Moët Hennessy — the series bridges high-end industry ex...