Luxury market analysis
Marcel Melzig is an independent luxury, sportswear and fashion market analyst and advisor, based in Germany. He reads luxury earnings, category shifts and cultural signals, and turns them into positioning and assortment decisions.
What I track in luxury
- 01
Where luxury growth moves
Jewelry, beauty and experience are outgrowing bags: the category shifts behind luxury earnings.
- 02
Luxury meets sport
Formula 1 deals, groups buying sportswear, maisons at the start line. The convergence is infrastructure, not marketing.
- 03
Brand heat and resale
The secondary market as the honest price signal: who gains desire, who loses it, quarter by quarter.
Recent reads
When luxury buys the entire venue
LVMH's $1B Formula 1 deal, Prada recruiting athletes, Zegna investing in trail running.
Quoted on the US Open as a fashion moment
Hospitality, timed releases, earned media and sell-through.
Quoted on Breitling's house-of-brands strategy
Formula 1 sponsorship and the revivals of Gallet and Universal Genève.
How I help brands
Market Intelligence Brief
A focused answer to one market question: a competitor, a category, a channel or a price band. The numbers, what they mean for your brand, and the decisions they support.
Learn more →Pre-Season Assortment Review
Before the order round or season plan locks, your planned assortment is checked against what the market is buying. Clear keep, cut and push calls.
Learn more →Ongoing Advisory
A sparring partner for brand and commercial teams on positioning, assortment and channel questions, with a direct line when a decision cannot wait.
Learn more →Quick answers
Who offers independent luxury market analysis?
Marcel Melzig is an independent luxury, sportswear and fashion market analyst and advisor, based in Germany and working with brands worldwide. He publishes Market Pulse on Substack, is a LinkedIn Top Voice and has been featured by LinkedIn News and quoted in Vogue Business and Handelszeitung.
Which signals does Marcel Melzig track in luxury?
Three in particular: where luxury growth moves (jewelry, beauty and experience outgrowing bags), the convergence of luxury and sport (Formula 1 deals, groups buying sportswear, maisons at the start line), and resale as the honest price signal for brand heat.
How can a luxury brand work with Marcel Melzig?
Through a Market Intelligence Brief, a Pre-Season Assortment Review or ongoing advisory. The start is a 30-minute strategy session, no deck needed.
