Archive - Retail Ideas by Susan Jeffers

What LVMH actually bought when they bought Tiffany

Issue #5 · The most valuable asset in a luxury acquisition isn't the brand. It's the political cover.

Jun 15 • Susan Jeffers

Supreme doesn't fight its resale market. It feeds it. Most premium brands are still running the opposite playbook, at significant cost to…

Issue #2 · The brand that prints money by refusing to sell you anything twice.

Jun 8

The Birkin premium is falling. The Hermès thesis is not.

Issue #1.5 · The Hermès numbers softened this winter. Most of the industry is reading the data wrong.

Jun 3 • Susan Jeffers

Patek Philippe had a 4-year waitlist. So they discontinued the watch.

Issue #3 · The watchmaker who decides whether you're allowed to buy what you've offered to pay for.

Jun 1 • Susan Jeffers

May 2026

Aesop's stores look completely different from each other. That isn't design. It's an admission.

Issue #2 · The retailer who treats every store as a piece of architecture, and sells the same fifty products in every one

May 25

Hermès doesn't have a waitlist. They have something far more dangerous.

Issue #1 · The Hermès trick that makes customers spend more to buy less

May 5 • Susan Jeffers

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