Former Global VP of Digital Communications, Strategic Planning and Brand Experience at Louis Vuitton, Martin Mangez-Casey is the architect behind the Louis Vuitton x Formula One partnership, one of the most talked-about brand moments of the last decade. Now running strategy for one of Hollywood's most prominent family portfolios, he has the kind of distance that makes an honest diagnosis possible. And he is using it.
In this episode we go deep on what luxury brands are genuinely getting wrong, what the rare few getting it right are doing differently, and why the talent crisis in this industry is far more structural than anyone inside it wants to admit. We also get into why entertainment is becoming the only operating model that matters, what Chanel's Shanghai library reveals about long-game brand thinking, and why the first 100 days of any senior leader in luxury can define everything that follows.
This is one of the most candid conversations we have had on the podcast. The kind that only happens behind closed doors.
Timestamps
00:00 — Introduction: luxury's identity crisis and the "fashiontainment" shift
01:50 — Martin Casey: career path and following curiosity
03:45 — Behind the scenes: how LVMH x Formula One actually happened
08:00 — Why brands fail in sport partnerships and the green light mistake
13:30 — Creating culture vs. renting attention
15:20 — Chanel's Shanghai library and why it is smarter than a boutique
16:20 — ASAP Rocky, Chanel, and what the backlash really revealed
19:30 — Entertainment as the new operating model: Drive to Survive and 22 Montaigne
24:45 — Brand purpose: what Louis Vuitton got right and where others are lost
28:00 — The Chanel crossbody bag and wearing female freedom without knowing it
30:25 — Why luxury Maisons keep losing the talent they most want
34:00 — The playground problem: cross-industry hiring and why it keeps failing
43:50 — Hollywood family portfolios: speed, directness, and no fake calendar blocks
47:55 — Rapid fire: greed, speed, lack of serviceIf this conversation gave you something to think about, subscribe and follow the podcast on YouTube, Spotify, and Apple Podcasts.
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Beyond Luxury Group is a strategic advisory and new media group, guiding leaders towards the future of luxury and beyond.
We work with top fashion/accessories, beauty/wellness, and hospitality/longevity brands to accelerate meaningful, future-proof growth. Get in touch to find out how we can support your business.
Carlota Rodbenis CEO and Founder of Beyond Luxury Group, best-selling author, former Head of Innovation at Chanel, and host of the Beyond Luxury Podcast, ranked top 10% globally on Spotify podcasts.
