CXG in Les Echos: Competition heats up in luxury’s last stronghold
Written by Virginie Jacoberger-Lavoué for Les Echos
In an article published in Les Echos, journalists Virginie Jacoberger-Lavoué and Edouard Lederer look at the United States as luxury heads into the year-end season. Demand in China is still weak, so American clients are expected to carry much of the festive period. The market is showing some fatigue, with softer luxury spending in recent months and a possible wait-and-see mood around the midterms. Still, the major European houses continue to perform there and remain committed despite new tariffs.
The piece draws on our forthcoming study, The American Luxury Resurgence, and on the perspective of Christophe Caïs, our Founder and CEO. Christophe points to this year’s Cruise 2027 shows, with Dior in Los Angeles and Gucci and Louis Vuitton in New York, as “a good illustration of European brands positioning themselves strongly.”
European houses no longer have the field to themselves, though. Our study finds that American brands increasingly resonate in luxury and build desirability on their own terms. They rely on a clear identity, products made either for everyday life or as truly exceptional pieces, a strong community, and real emphasis on experience and house DNA. The article highlights examples from the study, including Tiffany & Co., which is reviving the house’s heritage through creation and experience, and the continued strength of Ralph Lauren.
We also track a new generation of local labels gaining share, notably The Row and Khaite. Christophe describes The Row as “an expression of restraint in luxury,” where quality, discretion, selective distribution and boutiques that feel like private residences make it “the exact opposite of the permanent-visibility model.”
Read the full article as published in Les Echos.
