Forget omnichannel, savvy luxury brands should go to a ‘no-channel’ strategy, says co-founder of MAD Network and author of MAD About Luxe, Delphine Vitry, in conversation with Luxurynsight CEO, Jonathan Siboni. Over the last few years, brand strategies have been based almost exclusively on the concept of being ‘omnichannel’. This buzzword, when stripped back to its Latin etymology –
omni meaning ‘all’ and channel meaning communication or interaction – is a way of describing the multichannel approach, adopted by brands to promote and sell a product or lifestyle.

To continue reading