superlative quality but what makes people come back is “What’s new ?”! Creativity is the petrol of engine, it makes people come back to the store. At Hermès the artistic director is more important than the CEO. Paradoxically, luxury also needs iconic products, carried over year after year and which embody the legend of the brand: the dream. Porsche 911, Hermès Kelly, Chanel N°5, Rolex Oyster perpetuate. Financially, icons act as eternal sources of cash. They just have to be renewed in order to remain relevant and seductive, keeping up to the new anticipations of clients. ” The first defining attribute of luxury is “ J.N. Kapferer