Investing in LuxuryAll courses
Investing in Luxury. Why do the best brands last?
Luxury houses can raise prices, keep waiting lists and outlast generations of designers. They can also lose their way. This course explains how the business works, through ten of the best-known names, and what each one teaches about quality.
10 guides. One payment. Education only: we won’t tell you what to buy.
10 guides. Read them in any order.
Understand luxury01Why Luxury
See why the best brands can raise prices and still sell out, and how luxury grew from €76bn to €358bn.
Pricing power, scarcity and why demand can rise with price
Understand luxury02LVMH
Learn how Bernard Arnault built the world’s biggest luxury group, one house at a time.
How a group of maisons is assembled and run
Understand luxury03Richemont
Understand the value of heritage, from Cartier to the great Swiss watchmakers.
Jewellery and watches, and the value of heritage
Family houses04Hermès
See how craft, waiting lists and family control built an exceptional business.
Craft, restraint and a family that kept control
Family houses05Prada
Follow a family-run house through growth, setbacks and the Versace deal.
A fashion house with the family still at the top
Family houses06Brunello Cucinelli
Discover ‘quiet luxury’ and a founder who puts people before short-term profit.
Quiet luxury and ‘humanistic capitalism’
Focus, growth and setbacks07Ferrari
Learn why building fewer cars than people want is the whole strategy.
Building fewer cars than people want to buy
Focus, growth and setbacks08Moncler
See how a mountain jacket maker became a global luxury brand.
From mountain jackets to a global brand
Focus, growth and setbacks09Kering
Understand the risk of relying on one big brand: Gucci’s rise and stumble.
A group built around a few big brands, and the risks that brings
Focus, growth and setbacks10Burberry
Learn what happens when a heritage brand loses its way, and how it fights back.
A British heritage brand through good years and hard ones
Investing in Luxury
Take a look inside
Two pages from two different guides, as you’ll see them.
What’s inside
10 guides, one for each house. Every guide follows the same seven steps, from the background to the brand’s health today.
01 Why Luxury
- What makes luxury different: pricing power and scarcity
- How the market grew from €76bn to €358bn, and its bad years
- The risks every luxury investor should watch
02 LVMH
- How Bernard Arnault built the group, house by house
- Louis Vuitton, Dior, Moët Hennessy and the rest
- Family control and the question of succession
03 Richemont
- Cartier, Van Cleef & Arpels and the watch houses
- Why jewellery has outshone watches
- The Rupert family and how it keeps control
04 Hermès
- The Birkin, waiting lists and craftsmanship
- How the family fought off LVMH
- Profit margins above 40% every year since 2021
05 Prada
- The Prada family and Miuccia’s vision
- The rise of Miu Miu
- The Versace deal and what it means
06 Brunello Cucinelli
- ‘Humanistic capitalism’ in the village of Solomeo
- Quiet luxury and cashmere
- Growth across the Americas, Asia and Europe
07 Ferrari
- Why it builds fewer cars than people want
- The 2030 plan: targets, buybacks and dividends
- The Agnelli family, Exor and Piero Ferrari
08 Moncler
- From mountain jackets to a global brand
- Remo Ruffini’s reinvention
- Adding Stone Island
09 Kering
- Gucci’s rise and stumble
- The Pinault family and its control
- The risk of relying on one big brand
10 Burberry
- The trench coat and the famous check
- Leaving the FTSE 100 and cutting the dividend
- Joshua Schulman’s turnaround plan
All 10 Investing in Luxury guides. One payment of £78.
Register now and we’ll tell you the moment it launches.
Case studies, not tips.
Each guide tells the story of one business: how it makes money, what protects it, who runs it and what has gone wrong along the way. You learn to judge quality for yourself.
We never say whether a share is cheap or expensive, or whether to buy, sell or hold it. Prices and fortunes change, and every case study is dated.