IMCA Research seminar- Delphine Dion- ESSEC Business School
Institute of Marketing and Communication Management
Date: 27 November 2025
SI-013 (Black Building)
Title
Crafting Luxury: How Luxury Brands Make Products Luxurious
Abstract
The Rolex Watch Manufacture employs nearly 1,400 people and produces approximately 780,000 timepieces annually across all watch models. Yet, Rolex remains one of the most iconic, desired and expansive luxury watchmakers. Thus, we ask: how luxury brands shape the value of luxury goods? We draw on the sociology of valuation, which examines the collective dynamics of valuation. We study how luxury firms frame goods as singular to enhance their value and legitimize their high price, even if they are produced in large volumes. We contribute to the literature on marketing by examining the singularization of goods and exploring an additional path to maintain the status of luxury goods. Building on these findings, we give brands and operational managers working on singular goods several recommendations.
Bio
Delphine DION is the LVMH chair Professor at ESSEC Business School. Her current research projects explore market dynamics related to climate change. Her research has been published in leading academic journals, including the Journal of Marketing, Journal of Consumer Research, Journal of the Academy of Marketing Science, Journal of Business Ethics, Journal of Retailing, among others. She is Associate Editor of the International Journal of Research in Marketing. She has received several awards for her scientific and pedagogical activities.