The Unyielding Allure of Luxury Consumption

This chapter explores the concept of the 'non-return effect,' which describes how increased exposure to luxury raises expectations and desires, making it hard for individuals to revert back to less luxurious lifestyles. It examines the implications of this phenomenon across various industries and emphasizes the tendency of consumers to prioritize luxury items over essential needs.

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On today’s episode, Clay is joined by Christian Billinger to discuss The Luxury Strategy by Kapferer and Bastien. Over the past 20 years, some of the best performing companies in the stock market have come from the luxury sector. For example Hermes and LVMH, which are both companies based out of France, have compounded at 21% and 16% respectively.

Christian is chairman of Billinger Förvaltnings AB, which invests in publicly listed equities. The firm seeks to generate attractive long-term total returns in real terms without employing financial leverage. Christian previously covered European equities for Cheyne Capital, Gartmore, and GAM in London.

IN THIS EPISODE YOU’LL LEARN:

00:00 - Intro

04:12 - The definition of luxury.

04:12 - How luxury companies create their own demand.

08:47 - What products are most prevalent in the luxury industry.

10:28 - The primary differences between a premium and a luxury product.

19:26 - What the non-return effect is, and how it can make luxury companies more resilient.

26:09 - An overview of Kapferer’s anti-laws of marketing.

30:39 - Why luxury companies seek to keep non-enthusiasts out of their ecosystem.

36:46 - How higher prices can lead to higher demand from consumers in the luxury space.

40:36 - How luxury brands approach e-commerce & pricing.

57:23 - How to think about the valuation of luxury companies.

01:03:28 - How luxury brands tend to perform during a recession.

And so much more!

Disclaimer: Slight discrepancies in the timestamps may occur due to podcast platform differences.

BOOKS AND RESOURCES

Join the exclusive TIP Mastermind Community to engage in meaningful stock investing discussions with Stig, Clay, Kyle, and the other community members.
Christian’s investment firm.
Books mentioned: The Luxury Strategy, Selling Europe to the World.
Related Episode: TIP582: Quality & Defensive Investing w/ Christian Billinger.
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