Savoir-faire – It’s not about being first, it’s about doing it best!

In our final guest lecture this semester, we had the pleasure of welcoming Susanne Vockenhuber, Store Director of Louis Vuitton Vienna. With impressive insights from the luxury frontline, she shared how the number one luxury brand launched La Beauté Louis Vuitton. While competitors have long been active in the beauty market, Louis Vuitton has introduced an entirely new level of exclusivity, craftsmanship, and price positioning, redefining the category. It was a fascinating deep dive into how the market leader expands into a new segment without compromising its iconic identity.

A big thank-you for the inspiring perspectives and for giving our students such an authentic look behind the scenes of luxury retail.