In recent decades, despite a difficult economic environment, the luxury industry is doing relatively well, thanks to the markets and due to an exceptional communication policy. By analyzing closely, we see that the male sex has been partly neglected by the industry but nowadays it is growing booming. That is why it seems appropriate to address the issue of modernization of a luxury brand and the impact it has on consumers. This latter phenomenon is creating new challenges and opportunities for companies. As a consequence, in order to follow market trends, several luxury brands had to either reinvent themselves or adopt new strategies. By looking closely to the specific needs and preferences of the male luxury consumer in Luxembourg an innovative project for Luxembourg The Gent’s Tailor emerged. The Gent’s Tailor, is a new concept store project in Luxembourg where men will find a number of brands, products and services. ; Master [120] en sciences de gestion, Université catholique de Louvain, 2016