Image: LVMH

Ian Rogers, the former Apple executive who joined Paris-based luxury good conglomerate LVMH Moët Hennessy Louis Vuitton as its chief digital officer in 2015 (thereafter spearheading the group’s multi-brand e-commerce platform, 24 Sèvres and other aspects of the Louis Vuitton, Dior, Celine, and Givenchy parent company’s digital presence), talked to Wired about what “selling luxury” really entails and where marketing is going …

“The context is so important, and, let’s face it, when you’re selling luxury, you’re not selling a product. No one is buying a Dior handbag for €3,000 because of its incredible utility. You’re buying it because the culture of Dior has meaning.

We’re also moving from a world where marketing was hyper efficient, to a world where quality is hyper efficient. At a certain point, you get diminishing returns spending more money on marketing. Take my 27-year-old daughter: no amount of TV or magazine spending is going to reach her. She doesn’t consume media that contains advertising, apart from Facebook and Instagram. But she, of course, watched Stranger Things. Not because of the marketing, but because [the show was] good and five friends told her, ‘You must watch this.’ Then she turned around and told five friends. In the era of a loud consumer voice, quality is more efficient than marketing.”