Episode Details

Luxury marketing transcends price wars, instead crafting myths and desire around brands. Douglas Mandel, a former Dior vice president, explains this art of desire, centered on the Haute Couture Principle. Exclusive, hand-made pieces from Paris set the ultimate dream, influencing perception of all other brand offerings. Brands build desire through bold spectacles, positioning themselves as cultural powerhouses. In Canada, luxury retail is booming, with global players investing and shoppers becoming savvier. Retailers who master this desire-first approach not only sell more but also foster loyalty by making the dream feel real, even from afar.

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