Hermès vs Richemont

Inditex expands US presence, overtakes Hermès in market value

Spanish fashion giant Inditex, parent of Zara, Bershka, and Massimo Dutti, is aggressively expanding in the US market. CEO Oscar Garcia Maceiras stated that the US is a key growth market due to its population and importance. The company plans new stores in Denver, Phoenix, and Pittsburgh, and will introduce Massimo Dutti and Bershka to New York following a Miami launch. Inditex employs a selective growth strategy, testing demand via online orders before opening physical stores, targeting 20 projects in the US by end of 2027. The company has also surpassed Hermès in market value, reaching around €170 billion, as consumers trade down from luxury brands to more affordable options. Inditex is also competing with Shein through its Lefties brand, benefiting from the EU's removal of the customs duty exemption for non-EU parcels.

• Inditex plans to open new stores in Denver, Phoenix, and Pittsburgh, and introduce Massimo Dutti and Bershka to New York.
• Inditex's market value reached €170 billion, surpassing Hermès.
• Hermès shares fell 34% and LVMH shares fell 37% in the current year.

Study: Why German Brands Aren't Seen as Luxury

Strategy consultancy Sasserath Now published a study examining why German brands are not commonly associated with luxury. The article notes that while “Made in Germany” evokes quality and engineering, it rarely evokes luxury — with French houses like Louis Vuitton, Chanel and Hermès more readily identified as luxury brands. Sasserath Now identifies underlying reasons and argues that German brands already satisfy several prerequisites that could help strengthen a luxury image, but still face perception gaps. The piece was published by HORIZONT and written by Svenja Fennel on August 22, 2026.

• Strategy consultancy Sasserath Now conducted a study on why German brands are not perceived as luxury.
• The article states that 'Made in Germany' is associated with quality and engineering but not typically with luxury.
• French fashion houses such as Louis Vuitton, Chanel and Hermès are cited as commonly perceived luxury brands.

Marketers Misunderstand Luxury, Not Price

An opinion piece by Pum Lefebure published on Ad Age on July 13, 2026 argues that modern marketing confuses luxury with volume and trends. The article claims true luxury is about intentional, singular creation rather than price tags or algorithm-driven mass production, using the Hermès Birkin (credit: Sotheby’s) as an exemplar. The piece criticizes the industry’s focus on more content, impressions, and speed, suggesting luxury brands suffer when marketing chases quantity over craft and meaning.

• Pum Lefebure authored an opinion article on Ad Age published July 13, 2026.
• The article's central claim: luxury is not defined by price but by singular, intentional creation.
• The Hermès Birkin is cited as an example; Sotheby’s is credited in the image caption.

Richemont announces the appointment of a non-executive co-deputy chairman of its board of directors

Richemont announces the appointment of a non-executive co-deputy chairman of its board of directors. Also, decisions of the Richemont 2026 Annual General Meeting were announced.

Decisions of the Richemont 2026 Annual General Meeting

Compagnie Financière Richemont SA held its 2026 Annual General Meeting in Geneva on 09 September. A large majority of shareholders represented voted in line with management.

Richemont announces the appointment of a non-executive co-deputy chairman of its board of directors

Richemont announces the appointment of a non-executive co-deputy chairman of its board of directors. Also, decisions of the Richemont 2026 Annual General Meeting were announced.