Author

Florent Girardin

Assistant Professor of Marketing at Ecole hôtelière de Lausanne

Dr. Florent Girardin is an assistant professor of marketing at Ecole hôteliere de Lausanne. His research interests include brand authenticity and luxury branding. He also teaches an undergraduate course on hospitality luxury brand management.

More about Florent Girardin

Destination Marketing: How To Use Images To Promote A Destination

A picture is worth a thousand potential visitors to a destination! Destination marketing organizations have used photos to inform, persuade and remind tourists. The popularity of selfie culture further reinforces the importance of pictures, as millennials always search for that Kodak moment! Yet, is there a method to select the best images to promote a destination? After one and a half years of research, we have developed the "Imagery Diagnosis Model," which is the answer.

An Insight Into the State of Luxury Branding Today

The concept of what makes a luxury brand an attractive option worth buying into is undergoing a massive mind shift. This is especially true for the future luxury consumers, often referred to as the Millennials and Gen Z, or even more precisely HENRYs ('High earners, not rich yet').

Opinion31 Mar 2020

Bernard Arnault Falls in Love with Tiffany!

LMVH is using M&A as a key lever to accelerate growth and strengthen its leadership position in the global luxury market. The French luxury goods supplier made a proposal to launch an offer for all the shares in the NASDAQ-listed luxury jewellery maker at $120 per share, a premium of 22% over the closing share price of last Friday.

Opinion 5 Nov 2019