LUXURY CONVALESCENCE FAST-FORWARDING

A book written by MAD, November 2020

Foreword by John Elkann

PRESENTATION

In Luxury Convalescence: Fast-Forwarding, the MAD team, led by its founders Delphine Vitry and Jean Révis, identifies how the Luxury Industry will be reshaped by the Covid-19 crisis.

This book is the culmination of the reflection process undertaken by the MAD Partners, who supplemented their points of view with those of 45 Directors and Executive Board Members of Europe’s Luxury Maisons and major retailers in China and the United States.

With a foreword by John Elkann, President of Ferrari, the book begins by observing the upheaval and acceleration of transformations in Luxury.

It then draws lessons from this, starting the journey in China, where all eyes are focused. Digital, Brand Purpose and Business Localization are also shaping a new Luxury landscape.

The book then provides the specific features of each major segment of the Luxury Industry: from Fashion & Accessories to Watch & Jewelry, from Wines & Spirits to Travel Retail or Cosmetics, a complete overview awaits.

The book concludes with a crucial observation regarding the rapid evolution of Luxury Maisons: their ability to keep their teams mobilized during this troubled period and to review their organizational structures, processes and governance.

In particular, you will discover:

Why a K-shape recovery should occur

The key factors of success in China

How Travel Retail can reinvent itself by becoming more localized

How Jewelry will accelerate its digital transformation

The prominent role of the Brand Purpose as a response to more discerning clients

The organizational challenge and the new balance of power awaiting the Maisons