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 succeed with the right sell-through strategy.

You’ll hear what top-tier buyers are actually looking for, what makes them say yes, and the signals they watch to decide who stays — and who doesn’t.

And that’s not all. Our guest also moves in the celebrity circles that shape desirability — securing placement for her clients on names like Nicole Kidman, Courteney Cox, Richard Gere, and more.

So stay with us — because we’re unpacking how to break through without compromising brand equity, and how to pitch your brand to high-end retailers in a way that gets you stocked, supported, and positioned to compete alongside the biggest names in luxury.

Inside This Episode:

What top luxury retailers like Harrods and Selfridges actually look for when choosing new brands

• Why becoming a “hot brand” matters more than product quality alone
• The commercial realities behind sell-through, merchandising, and in-store execution
• How to assess whether your brand is truly ready for wholesale — from pricing to positioning
• The strategic signals that help new brands stand out in a saturated luxury market
• How to leverage celebrity partnerships and influencer marketing for luxury branding
• Actionable tips for scaling your luxury business from wholesale to direct-to-consumer (DTC) online
• The role of relationships, networks, and cultural nuance in luxury retail success
• Whether you’re building a modern luxury label, preparing to pitch buyers, or working inside a brand that wants to scale, this episode gives you a clear, practical roadmap for breaking into top-tier distribution and growing without legacy.

#LuxuryBranding #DigitalRetail #LuxuryConsulting #FashionBusiness #LuxuryMarketing #WholesaleSuccess #BrandStrategy

CHAPTER MARKERS:

00:00 Introduction to Geopolitics in Luxury Branding

00:26 Oxana's Journey from Model to Consultant

00:42 Breaking into the Fashion Industry

04:13 Challenges for Modern Luxury Brands

05:21 Importance of Visibility and Branding

09:49 Operational Excellence in Retail

17:55 Strategic Growth and Market Penetration

21:00 The Role of Relationships and Networking

28:49 Celebrity Endorsements and Partnerships

31:07 Final Advice and Personal Reflections

LINKS:

https://www.oxanapopkova.com/

www.luxeconsumeriq.com

www.luxeconsumeriq.com/newsletter

https://www.instagram.com/luxeconsumeriq/

https://www.youtube.com/@luxeconsumeriq

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 creative industry. Today, we're exploring this fascinating paradox through the experience of Grace Klepetka, an emerging voice in luxury who's navigating this world from her base in Paris.

In this episode, Grace shares her journey from Princeton economics to luxury management at Emlyon Business School, revealing what luxury brands really look for in interns and how to break into the competitive world of high-end fashion and luxury consulting.

What You'll Learn:

✨ How to land luxury internships in Paris and contribute to projects for maisons like Balenciaga, Chanel, and Bulgari

✨ The myth vs reality of what it’s actually like working in luxury fashion

✨ The essential skills luxury brands look for — from French fluency to design thinking and brand strategy

✨ A day in the life of a luxury consultant in Paris

✨ The privilege and pressure of working across iconic luxury maisons early in your career

✨ How to transition from business school to luxury management roles

Whether you're studying fashion management, luxury marketing, or dreaming of a career at prestigious fashion houses, Grace's insights offer a roadmap for breaking into the luxury industry.

CHAPTER MARKERS:

00:00 Introduction: The Challenges of Breaking into Luxury

00:40 Guest Introduction: From Princeton to Paris

00:55 Journey to France: A Gap Year Experience

03:46 Day in the Life: Working in Paris

05:08 Agency Life: Surprises and Responsibilities

07:27 Cultural Adjustments: Navigating French Work Culture

13:44 Education and Skills: Bridging the Gap

17:29 Advice for Aspiring Luxury Professionals

30:25 Conclusion

LINKS:

www.luxeconsumeriq.com

www.luxeconsumeriq.com/newsletter

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 unpacking the psychology of luxury with Dr. Anne-Flore Maman-Larraufie, founder of Sémioconsult, Academic Director at École Polytechnique Executive Education, and former Academic Director of ESSEC Business School's Master program, which houses the prestigious LVMH Chair in Luxury Brand Strategy.

Dr. Maman-Larraufie has worked with houses like Cartier, LVMH, and L'Oréal, helping them decode the symbolic architecture that creates desire, loyalty, and enduring brand value.

Inside This Episode:

→ How luxury brands create desire through strategic scarcity

→ The role of semiotics in decoding brand meaning

→ Why myths and archetypes build emotional resonance

→ Protecting symbolic value in digital and global markets

→ Adapting brand narratives across cultures without dilution

→ The hidden architecture that makes certain brands unforgettable

Whether you're a luxury consultant, brand strategist, marketing professional, business school student, or simply fascinated by consumer psychology and brand storytelling, this is a rare opportunity to hear from one of the top academics shaping luxury brand management at Europe's leading institutions. Insight you won't find in case studies or trend reports.

CHAPTER MARKERS

00:00 — Introduction: Desire and Rarity in Modern Luxury

00:41 — Dr. Anne-Flore Maman-Larraufie: From Engineering to Semiotics

01:42 — The Dual Meaning of Luxury: Symbolism Beyond Products

05:46 — The Power of Storytelling in Luxury Brand Strategy

06:24 — Myths and Archetypes: Building Timeless Brand Narratives

14:44 — Creating Desire Through Exclusivity

22:35 — Semiotics in Practice: Elevating Brand Value

29:02 — Luxury in the Digital Age: Challenges and Strategies

34:44 — Brand Consistency: Why Every Touchpoint Matters

34:55 — Common Mistakes in Digital Brand Expression

35:23 — Managing Social Media Content with Strategic Intent

36:40 — Luxury Brands and Market Rarity: Balancing Supply and Desire

38:24 — Adapting Brand Storytelling for Global Markets

42:28 — The Risks of Over-Adaptation in Brand Strategy

49:22 — Strategic Growth Management: Scaling Without Dilution

53:46 — Working in Luxury: Insights and Advice for Emerging Professionals

HASHTAGS:

#LuxuryInsights #ConsumerInsights #LuxuryBranding #LuxuryStrategy #BrandStrategy #InsideLuxuryBrands #BrandSymbolism #PremiumBranding #GlobalLuxury #Semiotics #LVMH #ESSECBusinessSchool #LuxuryMarketing #BrandStorytelling #LuxuryManagement #ConsumerPsychology #LuxuryMindset

CONNECT WITH DR. ANNE-FLORE MAMAN-LARRAUFIE:

Sémioconsult: https://www.semioconsult.com/en/

LinkedIn: https://www.linkedin.com/in/annefloremaman/

LUXE CONSUMER IQ:

www.luxeconsumeriq.com

www.luxeconsumeriq.com/newsletter