Sleevehead Briefing – Alfred Dunhill

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Sleevehead Briefing #1 on the quintessential English menswear brand Alfred Dunhill

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Sleevehead Briefing is a series of monographs on menswear, luxury brands and craftsmanship. The first Sleevehead Briefing is an analysis of the iconic English menswear brand Alfred Dunhill and is based on coursework in the luxury MBA program at ESSEC Business School in Paris.

Notably, the briefing provides a unique glimpse of three essential tools in the toolkit of luxury brand managers. These tools are specific to the luxury industry and are not taught in any US business school as far as I am aware.

I also make the case for Dunhill being the world’s first modern luxury brand. For more, please check out my blog post from March 2021.

This briefing includes a full appendix, survey results and endnotes and is delivered as an Adobe PDF file.

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