Desirability is the new Margin - from Paris 🇫🇷
by The Deep Dive Team · 28 episodes
BusinessManagementArts
Desirability Is the New Margin is the podcast where luxury, culture, and business strategy converge. Broadcasting from Paris, each episode unpacks the hidden forces shaping global taste, from LVMH and Hermès to Vogue and Nike. Seasoned voices in culture and strategy go beyond quarterly results to explore why desirability, not scale, is the new driver of growth, power, and cultural capital.With insights drawn from boardrooms, runways and culture, this is essential listening for executives, investors, and decision-makers who want to understand how narrative, myth, storytelling and soft power are redefining business in the 21st century.Read analysis here: h...
Latest episodes
-
20 min
Why Apple and OpenAI Were Always Destined to Fight.
From White House state dinner partners to federal court adversaries in just ten months, why was the war between Apple and OpenAI structurally inevitable?In this episode, we break d…
-
18 min
The Movement Nation Lululemon Abandoned: Lululemon CEO Calvin Mcdonald's exit reveals how a cult of sweat was…
What happens when a CEO triples revenue, builds a flawless omnichannel machine, cracks 30 new markets… and still gets fired while $35 billion in market value evaporates? In this ep…
-
13 min
From 'Poor People Food' to The People's Pantry: Campbell's Choice. How Campbell's Can Turn a Scandal into a ne…
In this episode, we open your pantry and your politics by asking a simple question: what happens when the brand that quietly fed America for 155 years suddenly seems ashamed of the…
-
14 min
The Bearista Cup Riot: How Starbucks’ Holy Grail Exposed Its Scarcity Problem
A $30 glass teddy bear mug caused riots, police calls, and a secondary market listing cups for up to $50,000. Drawing on Marc Abergel's analysis, we unpack the Starbucks Bearista C…
-
14 min
Soft Launch: Bezos x Vogue & Condé Nast | Amazon Founder Bezos' Met Gala sponsorship is less philanthropy than…
Jeff Bezos doesn’t just want boxes at your door, he wants the last mile of culture. In this episode, we unpack the persistent rumour, through the analysis of Marc Abergel, a luxury…
-
14 min
The Giorgio Armani Succession isn't about Armani: It's about L'Oréal Coming for LVMH
Paris Fashion Week just became the opening act of a new empire war. In this episode we unpack Marc Abergel (Luxury Executive based in Paris) analysis of the strategic chess match b…
-
14 min
Luxury Fashion’s Napster Moment: How Lyas, a 26-Year-Old Hijacked Paris Fashion Week
What happens when a single content creator outsmarts the world’s most powerful luxury Maisons? Based on the analysis of Marc Abergel, luxury executive in Paris, this episode unpack…
-
17 min
Paris Fashion Week is Not a Marketing Event: it's how Luxury Rebuilds Desirability
In this episode, Marc Abergel, luxury executive based in Paris, reframes Paris Fashion Week not as a marketing spectacle but as a battleground for cultural sovereignty. Through the…
-
15 min
The Last Mile of Culture: Bezos, Vogue, and the Biggest Power Grab of the Decade
What happens when the man who mastered the last mile of commerce sets his sights on the last mile of culture? In this episode, we unpack Jeff Bezos’s rumored bid for Condé Nast and…
-
16 min
The Cultural Nation Strikes Back: LVMH Turned Soft Numbers into a Sovereignty Play
What happens when the world’s largest luxury group posts a soft quarter, yet its stock rallies?In this episode, we unpack Marc Abergel’s provocative article: The Cultural Nation St…
-
15 min
LVMH Was Never a Conglomerate: It’s a Cultural Nation
In this powerful episode of The Deep Dive, Marc Abergel, luxury executive based in Paris, reframes the entire conversation around LVMH. Against a wave of criticism painting the gro…
-
13 min
Dior’s Billion Views: A Warning for Luxury.
What if the most impressive fashion stat of the year: Dior Men’s Summer 2026 film hitting ONE BILLION views isn't a victory, but a strategic red flag?In this provocative episode, M…
-
17 min
After Anna: The Succession Blueprint for Vogue
What happens when the most influential figure in modern fashion steps down? Drawing on insights from Marc Abergel's article, we explore why Anna Wintour’s eventual departure from V…
-
14 min
Directed by Anderson, Dior’s Cultural Comeback. Dior's debut reimagines fashion as authorship: cinematic, symb…
In this episode, we unpack an analysis by Marc Abergel, luxury executive from Paris to discuss how Jonathan Anderson’s arrival at Dior Men isn’t just a change in creative direction…
-
12 min
After Anna : How Vogue Can Remain The Custodian of Style In The Next Era
What happens when the most powerful woman in fashion steps down?In this episode, we deep-dive into Marc Abergel's analysis and unpack the cultural vacuum left by Anna Wintour’s dep…
-
11 min
How F1 Transformed from Sport to Cultural Force through Storytelling, Digital Sovereignty and Smart Partnershi…
What made Formula 1 go from elite motorsport to global entertainment juggernaut? In just under 11 minutes, this episode unpacks F1’s explosive growth: driven not by faster cars, bu…
-
12 min
Dior’s Cultural Renaissance: Anderson’s New Mandate
We deep dive into Marc Abergel's article about what happens when one of fashion’s most poetic minds inherits the keys to a cultural empire? In this 13-minute episode, we unpack Jon…
-
16 min
Not Louder, But Higher: Why Luxury Maisons must reclaim their Voice & Stage
Luxury once whispered and the world leaned in. Today, it scrolls past unnoticed. In this 15-minute solo episode, we unpack the silent erosion of luxury’s power — and why it's time…
-
17 min
Luxury Needs a Stage, Not Just a Story
What do Dior documentaries on Amazon Prime and Veuve Clicquot at a gas station have in common? They’re both powerful symbols of luxury losing control of its context. In this bold e…
-
14 min
Luxury next frontier: How Hermes surpassed LVMH with storytelling
In a surprising market shift, Hermès has overtaken LVMH in valuation — but the real story isn’t about numbers. It’s about the future of luxury itself.This episode unpacks how Hermè…