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Are American luxury brands hiding in plain sight?

You might easily name global giants like McDonald's and Nike, but what about Ralph Lauren, Tory Burch, or Tom Ford? Why is it that we stumble when naming American luxury brands as compared to their European counterparts like Louis Vuitton and Hermes?

Welcome to Stolbova Brand: Luxury Strategy Explained. I'm Lisa, and today we're diving deep into the origins, challenges, and future prospects of luxury branding in America. We'll discuss why American brands like Coach and Vera Wang often find themselves in the 'Is it luxury?' debate, unlike their well-established European rivals. Hit that subscribe button, ring the notification bell, and let’s discover where the world of American luxury is headed.

We'll also explore the role of history, culture, and social structure in defining what 'luxury' really means. Whether you're a brand enthusiast, an entrepreneur, or simply curious, this video is for you. Don't forget to share your thoughts in the comments and stay tuned for more weekly insights into the luxury branding landscape!

00:00 - Introduction
00:26 - Remembering American Luxury Brands
01:18 - Comparing European and American Brands History
02:14 - The Oldest American Brands
02:47 - Old doesn't mean Luxury (Jim Beam VS Dom Perignon)
03:30 - What makes a company luxurious?
04:19 - Coach VS Hermes, Dior and YSL
05:18 - American mindset VS Luxury
05:47 - Affordable American Luxury: Ralph Lauren
06:22 - Tommy Hilfiger: 80s Corporate Wealth
06:31 - Premium Brands = Imposter Luxury
07:06 - European foundation of American brands
08:20 - The Begining of new Chapter (YSL and Dior case)
08:47 - Summary

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