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The Luxury Academy magazine · edited by Matteo RivoltaOctober 2026 · 118 articles
Fascia Alta
Section

Matteo's articles

Positioning, pricing, brand: the method explained.

47 articles

Matteo's articles
Lead story · 2 September 2026

Why in Italy you have to sell at high prices

The first step in my system is the why. Why should an Italian company build a high-end brand and sell at high prices? We are good at making beautiful products the world wants, and that is true, but the main reason is our business costs, among the highest in the world: with the right value for money you can't stay open.

Matteo Rivolta · 7 min read →
Latest articles
12 August 202670,000 or 49,000: the cost of the chainWith a dealer, the manufacturer keeps €38 out of every €100. Selling direct, I can give the client 30% off, so they pay 49,000 instead of 70,000, and I keep more margin than before. The sum I write on the board in every course.5 min read8 July 2026How I calculate the price of a high-end productProduction cost times a multiplier, and at least 40% above the mass market. The growth flywheel, the 2026 list prices of the Touareg, Cayenne, Bentayga and Urus, and collections by budget band.8 min read17 June 2026I advertise the 100 kitchen, I sell the 30 oneIn advertising I show only the top product, with no price. In the showroom the designers find out the budget with questions and sell the right collection. I don't let anyone leave without the order. But there is a line you don't go below.5 min read13 May 2026What your company is worth: (EBITDA × multiple) − NFPA company's value is EBITDA times the sector multiple, minus debt. The 2025 margins of Hermès, Ferrari and Stellantis, today's multiples, Versace and La Piadineria.7 min read15 April 2026Free design or paid design? The 40% that decided itOur showroom's value ladder: free events, paid online design because I don't know you, free in-store design at the second appointment. A 40% conversion rate, and why in Milan I don't charge for it.5 min read18 March 2026Envy is what drives the purchaseIn luxury, marketing speaks to potential customers and also to the masses who want to buy but can't: the envy of the masses is what makes customers buy.8 min read
Section archive
  1. 08My nightmare is a one-star review on Google18 February 2026 · 5 min
  2. 09A brand is a tree: roots, trunk, branches21 January 2026 · 8 min
  3. 10A website for every showroom17 December 2025 · 5 min
  4. 11Marketing is not advertising19 November 2025 · 8 min
  5. 12The retailer that becomes a manufacturer15 October 2025 · 5 min
  6. 13Distribution is where the profit explodes24 September 2025 · 7 min
  7. 14Photography with artificial intelligence: photos that make people say wow, without the shoot21 September 2025 · 6 min
  8. 15Three appointments and the value of direct16 July 2025 · 7 min
  9. 16The inverted pyramid: building a brand with social media advertising21 May 2025 · 9 min
  10. 17If you're a luxury brand, stay away from Google search ads12 March 2025 · 7 min
  11. 18What a luxury brand is called, how it is drawn and what it promises22 January 2025 · 9 min
  12. 19Client testimonials are the most important thing13 November 2024 · 7 min
  13. 20Content marketing: 7 ways to fail and 4 principles for success18 September 2024 · 7 min
  14. 21Your first showroom has to be your own12 June 2024 · 6 min
  15. 22The myth of Italian fashion was born from a magazine cover20 March 2024 · 8 min
  16. 23What no system will teach you6 December 2023 · 5 min
  17. 24Strategic suppliers and secondary suppliers13 September 2023 · 6 min
  18. 25Homes to rent - Profile of the luxury tenant in Milan7 September 2023 · 7 min
  19. 26Luxury clients: who they are and why they buy17 August 2023 · 7 min
  20. 27Starbucks - A controversy-flavoured shakerato3 August 2023 · 7 min
  21. 28Would you hire them again today? The staff question14 June 2023 · 6 min
  22. 29Selling in the USA: how you really get into the world's biggest market31 May 2023 · 8 min
  23. 30The words of luxury15 March 2023 · 6 min
  24. 31One price list for the whole world16 November 2022 · 6 min
  25. 32Facebook is today's Rai 1: where the clients building the home of their lives are4 November 2022 · 7 min
  26. 33Selling in the USA to grow: four reasons8 October 2022 · 6 min
  27. 34The entrepreneur's personal finances3 October 2022 · 7 min
  28. 35Selling at the high end: the five traits of people who sell well26 September 2022 · 7 min
  29. 36When the market slows down: what the high end does22 September 2022 · 7 min
  30. 37The kitchen sold on WhatsApp in August31 August 2022 · 6 min
  31. 38Old school: the letter, the box of samples and the Gucci foulard18 May 2022 · 7 min
  32. 39New York is alive: where a brand breathes the air3 March 2022 · 6 min
  33. 40How to expose a marketing expert in one click16 February 2022 · 4 min
  34. 41Gucci and Brioni: creative direction makes or breaks a company13 October 2021 · 8 min
  35. 42A luxury brand sells the dream: to customers, to employees, to banks28 September 2021 · 6 min
  36. 43Luxury brands and digital: how to communicate without looking like a supermarket21 September 2021 · 7 min
  37. 44Premium and luxury: how to build a brand at the high end7 September 2021 · 7 min
  38. 45Stellantis - the merger of FCA and PSA6 August 2021 · 22 min
  39. 46Acqua Panna yes, Alfa Romeo no: how to use Italianness16 June 2021 · 7 min
  40. 47The RiFRA case: from furniture factory to a brand in 40 countries10 March 2021 · 7 min