There's a strength to being able to look at products through a customer's eyes, but it is also dangerous.

Luxury hasn't been democratised; it's been globalised.

In a recession, you must be able to call into question everything you've done before.

Linguistics is a good way of defining the culture of a brand. The vocabulary used by sports and lifestyle brands - running, fitness, training, motorsports - is all about functionality, whereas the vocabulary of the luxury business - handbags, ready-to-wear - is all about the product.