How does a brand become desirable?

And yes, we took a lesson in luxury with Marie-Laure Dubuisson, International Marketing & Communication Director of Longchamp since 2016. She orchestrated the deployment of the luxury brand from leather goods to the entire world of Fashion. She previously worked with Jimmy Choo, Make Up for Ever (LVMH), Parfums Dior and Mercedes-Benz. Luxury, she knows. We don't. Finally, now a little… Hello Marie-Laure! Can you share with us the major communication challenges in the luxury sector? Yes, even if luxury is a completely irrational sector! The goal is to make our audiences dream. And one of the major levers of luxury brands – often French – which have this aura, and this power of fascination, is their ability to renew themselves to create emotion. But there is no recipe: sometimes it works and other times not! He us…