HNWIs can take their pick of the finest luxury brands, defined by having a net worth of at least $2 million. There are 13.7 million of these consumers globally, but with so much to spend, how do they choose where to splash the cash first? And as their ranks grow, how will luxury shopping change?

What is luxury? How does strategy in the luxury sector work? And what can it teach other brands? Marco Bevolo, one of the authors of Premium by Design: how to understand, design and market high end products, provides a vision of the business of prestige, desire and seduction.

Moynat is a traditional French trunk maker that has been revived after 35 years lying dormant. Bags start at £4,000 and the company can’t keep up with demand. How is this old leather purveyor’s new mythology enchanting monied Parisians, high-rolling Londoners, Beyoncé and Pharrell Williams alike?

French know-how, heritage, and traditions are the essence of luxury. This expertise is acknowledged globally – nearly 85% of all French luxury goods are exported. But, with the rise of new markets such as China and Russia, is France still the world’s top reference for luxury?