Mission of the Research Center

The objective is to position ESCP as the leading hub in the world for luxury research (and to further gain relevance and impact in terms of teaching and executive education). We aim to study luxury in a comprehensive and multifaceted way, covering three core topics:

• Responsible Luxury
  The luxury industry is facing strong social, environmental, and ethical challenges. Given the heightened expectations of luxury consumers, who demand exemplary conduct, this sector is under even greater scrutiny. Within this research field, the GRAIL endeavors to define how luxury companies and consumers are navigating together towards a more conscious business paradigm.
• Luxury Territories
  The concept of "luxury" has undergone significant evolution, with boundaries becoming increasingly ambiguous. This expansion encompasses a spectrum ranging from masstige brands to exclusive offerings tailored for ultra-high net worth individuals. Notably, certain luxury brands have embraced complexity and diversification, transforming into what Ben Voyer termed "brands of everything." Within this dynamic landscape, the GRAIL redefines the components and dimensions of contemporary luxury.
• Luxury Artistic Ecosystem
  Histories of Art and Luxury have long been intertwined. Today, the luxury sector heavily supports and collaborates with artists. In this research, the GRAIL examines, for example, how brands can establish longevity through a focus on cultural value and brand heritage. The center also studies how new technologies are changing creative processes in art and luxury.

Director:

Ben Voyer
(London)

Perrine Desmichel
(Paris)

Permanent Faculty:

Researchers:

Affiliated/visiting Faculty :

• Yuri Seo (Auckland University)

• Responsible Luxury

  Ongoing projects in the realm of "responsible luxury" lie at the intersection of sustainability, ethics, and new business models within the luxury industry. One key area of investigation examines the role of marketing in comprehending and steering consumers towards sustainable offerings in luxury. Researchers aim to elucidate the effectiveness of marketing strategies in raising awareness about sustainable practices and guiding consumer choices, particularly within the context of luxury brands. Furthermore, there is a dedicated examination of the ethics surrounding ultra-high net worth social media influencers, exploring their practices and the implications for brand building in an online environment. This research seeks to uncover the ethical considerations and responsibilities of influencers with significant reach and influence, particularly in promoting luxury products and lifestyles. Additionally, scholars are delving into the phenomenon of "sleeping beauties," investigating the limited consumer usage of inherited luxury products. Through this inquiry, researchers aim to understand the factors influencing consumer behavior regarding inherited luxury items, including attitudes towards preservation, usage, and perceptions of value. Ongoing research in responsible luxury contributes to shaping the ethical frameworks and practices within the luxury industry, fostering greater accountability and sustainability.

• Luxury Territories

  Ongoing research projects on "luxury territories" encompass a breadth of intriguing topics. One area of focus is the charismatic authority of luxury brands, where researchers seek to define this phenomenon and unravel its implications on consumer behavior and brand loyalty. Scholars also examine the role of a brand's aura or charisma in shaping consumers' perceived prestige, shedding light on how these intangible qualities influence purchasing decisions and brand affinity. Additionally, there is a concerted effort to understand the dichotomy between elitist and democratic notions of luxury, exploring how different sample populations define luxury and its implications for market segmentation and brand positioning strategies. Furthermore, researchers investigate the nuanced effects of luxury consumption on individual well-being, exploring whether it influences hedonic and eudaimonic aspects of life satisfaction differently, thus offering insights into the complex interplay between materialism and happiness. Lastly, the role of self-congruity in inconspicuous consumption is under scrutiny, aiming to uncover how consumers' self-perceptions align with their preferences for discreet luxury, thereby unraveling the psychological underpinnings of luxury consumption behavior. Through these multidisciplinary inquiries, researchers endeavor to enrich our understanding of luxury territories and inform strategies for brands to navigate this intricate landscape effectively.

• Luxury Artistic Ecosystem

  Ongoing research projects at the intersection of art and luxury are exploring dynamic connections between traditional craftsmanship, innovative technologies, and cultural collaboration. One significant area of inquiry focuses on indigenous craftsmanship and its integration into luxury practices, seeking to deepen our understanding of the role of indigenous knowledge and techniques in crafting unique artisanal products. This research not only celebrates cultural heritage but also examines how indigenous craftsmanship can add value and authenticity to luxury brands while fostering sustainable practices and supporting local communities. Additionally, scholars are investigating the opportunities presented by augmented and virtual reality (AR/VR) technologies for businesses operating in the art and luxury sectors. By collaborating with cultural institutions, SMEs, and multinationals, researchers aim to explore the transformative potential of AR/VR in enhancing customer experiences, expanding market reach, and fostering innovative storytelling within the realm of luxury. Through these interdisciplinary inquiries, ongoing research endeavors seek to bridge the realms of art and luxury, enriching both industries while pushing the boundaries of creativity, technology, and cultural exchange.