Nespresso’s luxury in-store experience

  By Amélie BLANCHERI      Nespresso is leading the market by providing luxury coffee thanks to a strong strategy. First, as we said in previous articles, celebrity endorsement participates a lot in building a luxury image: George Clooney and Penelope Cruz are not just selling the products, they are justifying the premium value. The…

Customer-Consumer brand co-creation: Starbucks’ concept of “prosumer”

By Anaëlle DANICAN Nowadays, customers-consumers are increasingly involved in the product lifecycle. There is now a shift from being only a consumer, the person consuming the product, to being a “prosumer”, the person producing and consuming the product at the same time. Indeed, consumers have more and more influence than before on products’ success or…