Consumers are more visually fluent, harder to impress, and uninterested in volume. Scarcity doesn’t create desire — conviction does. You see this in the resurgence of pieces meant to endure: vintage Armani, Miyake, Versace. The question becomes: What’s worth keeping?

Marketers don't talk about Rimowa enough. > It's been around for over 120 years > LVMH bought 80% in 2016 for 640M Euros > Turned luggage into luxury Here's the untold story of Rimowa's brand: https://t.co/QEVsjXcPsj

The problem is that the quality of timelessness takes years to develop, even decades. You cannot just decree it. A brand has to pay its dues—it has to come to stand for something in the eyes of the world. But you can, as a manager, enhance timelessness—that is, create the impression of timelessness sooner rather than later. And you do that with... See more