Research Center
The Global Research Alliance In Luxury

Mission of the Research Center


The objective is to position ESCP as the leading hub in the world for luxury research (and to further gain relevance and impact in terms of teaching and executive education). We aim to study luxury in a comprehensive and multifaceted way, covering three core topics:

  • Responsible Luxury
    The luxury industry is facing strong social, environmental, and ethical challenges. Given the heightened expectations of luxury consumers, who demand exemplary conduct, this sector is under even greater scrutiny. Within this research field, the GRAIL endeavors to define how luxury companies and consumers are navigating together towards a more conscious business paradigm.
  • Luxury Territories
    The concept of "luxury" has undergone significant evolution, with boundaries becoming increasingly ambiguous. This expansion encompasses a spectrum ranging from masstige brands to exclusive offerings tailored for ultra-high net worth individuals. Notably, certain luxury brands have embraced complexity and diversification, transforming into what Ben Voyer termed "brands of everything." Within this dynamic landscape, the GRAIL redefines the components and dimensions of contemporary luxury.
  • Luxury Artistic Ecosystem
    Histories of Art and Luxury have long been intertwined. Today, the luxury sector heavily supports and collaborates with artists. In this research, the GRAIL examines, for example, how brands can establish longevity through a focus on cultural value and brand heritage. The center also studies how new technologies are changing creative processes in art and luxury.

Event

GRAIL Kick off

Prof. David Dubois
INSEAD

Prof. Yuri SEO
University of Auckland

11 octobre 2024