From old luxury to new luxury

“From old luxury to new luxury: a multisited study of Georg Jensen branding and retailing”

By Dr. Fabian Faurholt Csaba Department of Intercultural Communication and Management, CBS

As part of a turnaround strategy, Georg Jensen has embarked on a rebranding process which aims to establish the century-old silver company as an international luxury brand on par with the likes of Louis Vuitton, Hérmes and Tiffany. The strategy involves a shift of emphasis from the company’s traditional focus on silverware to fine jewellery and watches, and the targeting of a younger and more modern clientele.

The company’s chain of own stores located at prestigious locations all over the world is a vital element in the strategy and key to its successful implementation. The presentation will examine the process and discuss the challenges faced by Georg Jensen in attaining the status as a luxury brand. Based on interviews with key executives and managers at Georg Jensen in Copenhagen and field studies at company stores in London, New York and Hong Kong.