Nyasha Mavu’s Post

When people hear I’ve built brands across five industries—fashion, sportswear, hospitality, beauty, and tech—they often ask how I’ve managed to work in such different sectors. In many cases, the secret was following the customer. When I moved from Louis Vuitton to Park Hyatt, for example, I switched from fashion to hospitality, but I was still serving the same luxury consumer. Think about it: the person buying a designer handbag in Paris is often the same person booking a five-star hotel suite in Tokyo. They share similar expectations, behaviors, and values. For marketers, what changes is simply how we deliver value to them. When you deeply understand your customer, your insights become transferable, often sparking innovations industry specialists can’t see. That’s the power of focusing on whom you serve—not just what you sell.

Our Global Head of Strategy, David Austin, recently sat down with Contagious on the topic of Modern Luxury... With the Greatest Wealth Transfer in History upon us, the report explores how brands can win over younger audiences, and approaches to engaging the top 2% of luxury customers that make up 40% of sales. "The aspirational consumer is great and it’s driving growth in the market, but what does that do for the top 2% that make up 40% of your sales? You need to, discreetly, create this sense of elitism within your own brand that there’s a level you can unlock if you are a certain type of customer. Let them feel the benefit of being in your top 2%" https://lnkd.in/eE2kKdfU

🧭 Navigating Customer Needs: Exclusivity 💎 vs Community 🫂 Why do people buy brands? In this article, I distinguish between exclusivity and community drives. Hermès and CHANEL epitomize exclusivity, with stringent filtering and sky-high prices. Christian Dior Couture with its deep heritage, exudes aristocratic allure. Conversely, brands like Rick Owens, Aimé Leon Dore and 6PM embrace community. Owens creates an alternative idea of beauty for the marginalized. Aimé Leon Dore fosters a vibrant community by coining a signature style similar to an own jargon. 6PM gives its customers the feeling of buying into a circle of friends and family. Consumers align with brands reflecting their values and lifestyle, driven by self-brand identity and how they relate to reference groups. Marketers must understand these motivations to tailor strategies effectively, whether sparking entitlement or fostering belonging. Dive into the details with me in the latest article here: https://lnkd.in/erT_7sEH #ExclusivityVsCommunity #BrandIdentity #creativity #strategy #fashion #luxury — This article was inspired by Highsnobiety 's THE NEW LUXURY report, which you find linked in the sources of the article.

How to create a real luxury experience for top Customers and advertise it on main media channels to attract new enthusiast Clients. 💎

Random weekend question… If you could be a brand ambassador for any company, what would it be? 🤔 For me, it's easy. Tiffany & Co. Now, you might think that's a cliche answer. But hear me out. 🤭 I'm not only drawn to their name, iconic blue box, and diamonds. I love a brand with elegance, innovation, and timeless beauty. 😌 Here's why I'd make an unconventional brand ambassador: 🌀A Modern Twist on Tradition: Tiffany & Co. is known in history, but it's also constantly evolving. I'm an expert at reimagining classic brands for a modern audience. I'd love to help them bridge the gap between tradition and trend. 💍 Beyond the Bling: Their jewelry is stunning. But what about the stories behind it? I'm a storyteller at heart, and I can craft narratives that connect with a new generation of luxury consumers. 👀 A Fresh Perspective: I'm not afraid to challenge the status quo. I'd bring a unique perspective to the brand, one that's both respectful of their heritage and forward-thinking. What about you? Who would you choose and why? P.S. Drop your answer below in the comments! You never know, a simple comment can bring amazing new opportunities! #Branding #BrandAmbassador #Luxury #Ambassador

Great point! And +18% Net Sales #Growth in the last quarter proves that Mytheresa succeeded in something other luxury marketplaces failed at. ✔ You are either luxury or you chase after every customer with discounts. You can't be both ✔You are either selective and exclusive or you are everything store. This applies to both brands and customers. ✔ The only job of a marketplace is to be the source of discovery. And this video is the best illustration of what luxury consumers want to discover...

Do you ever give yourself the VIP experience? As women, and especially moms, we’re so often putting everyone else first. But I’ve learned that when we give ourselves permission to be taken care of, there’s a ripple effect. We’re more present, more fulfilled, and better able to show up for the people we love. During my Paris retreat last year, I treated myself to a VIP Shopping Experience at Galeries Lafayette. Imagine a five-story mall with nearly every designer you could dream of. The VIP package gave me a private lounge with snacks and champagne between shopping stints and a service to store my bags, so I didn’t have to carry a thing. It made the experience feel luxurious, and I came back feeling more recharged than I expected. This experience reminded me of the ripple effect I see in my clients when I help them discover their unique style. Because it’s about so much more than just the clothes. It’s about the joy of loving what you see in the mirror, the ease of a wardrobe that supports your life, and the confidence to speak up in the boardroom because you finally feel like the powerhouse you are. Before we’re all swept into holiday obligations, I encourage you to give yourself a VIP experience—whatever that looks like for you. Because you are worth it, and the people you love will feel the difference, too. ✨ What’s a VIP experience you’ve been craving? Share below! 👇 #WomenInBusiness #EmpowermentThroughStyle #InvestInYourself

“People think buyers just go on trips and have all this money to spend (on products), but this is only 20% of the role” 🎙️This week I’m joined by Buyer Ravinder Paul as she takes us behind the scenes, highlighting what it takes to succeed as a buyer. In her spare time she has used her skills learned from her role to cofound luxury fashion brand Saashi London. 🚀 We cover so many topics including: - Defining the role and skills of various buying positions - Resilience is a necessity - The importance of consistency - Crafting the ultimate brand identity - Managers making or breaking a job 👉 A must listen for anyone intrigued by the world of buying! Stream using the link in comments! #career #careerinsight #buyer #buying #luxury #fashion #wmbfd

👗👠💼 Curious about the fascinating world of Luxury Goods Markets and Consumer Behavior? Join us on a journey through the dynamics shaping this exclusive industry! ✨ From aspirational purchasing to the psychology of luxury, explore the intricate nuances of consumer behavior in the realm of high-end fashion, accessories, and beyond. Discover what drives consumers to invest in luxury goods, from status symbols to self-expression, and uncover the strategies that luxury brands use to captivate their audiences. Ready to delve deeper? Visit projects.mba for valuable insights and resources. For personalized guidance, WhatsApp us at 636 636 3333 or reach out via mail at [email protected] 📩 Let's unlock the secrets of luxury together! #LuxuryGoods #ConsumerBehavior #Fashion #ProjectsMBA

Stumbled on this interesting article on the challenges facing luxury sector. This caught my attention "it should be noted that while, on one hand, the more creative and commercial areas of the sector have seen significant growth in digital roles and talent in recent years, the same cannot be said of the industrial areas where there is a deficit of talent and generational turnover" Again, we come down to this lack of digital talent, especially management https://lnkd.in/eGvatQQD