How travel retail marketplace is defying distance and environmental cost of European luxury brands ?
European countries, led by France, Italy and Switzerland, emerged overwhelmingly as the main exporters of luxury goods : leathergood, watch, decorative objects, jewellery,
Countries’s supremacy is uncontested in this sector !
But what are the strengths and the DNA of Europe’s luxury houses compared to another non luxury exporters ?
An economic study2 detailed competition in product categories marketed by leading luxury brands : selling more products at higher prices to more distant destinations.
On average, luxury houses sold a greater variety of products to a wider rangeof countries and to more distant destinations than did non-luxury exporters : 4850 kms versus 2000 kms !
In return, international maritime and air traffic led to disaster from the environmental point of view.
What if we offer a service which limits the negative impacts of luxury exporters ?
What if we offer a service which sustains luxury exporters distance thanks to travels of frequent flyers in the world ?
To act on luxury house’s stated exports mission of being a collaborative economy and consumption, travel retail marketplace should become a more active partner of airports.
Positionnement de gamme et compétitivité : les enseignements du secteur français - Lionel Fontagné - PSE-Ecole d’économie de Paris - Université Paris 1 Panthéon Sorbonne – Comité Colbert - Décembre 2013