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 analysing 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 is creating new challenges and opportunities for companies. As a consequence, many luxury brands are reinventing themselves by proposing men-specific stores and investing in product diversification for males. In order to follow market trends, several luxury brands had to either reinvent themselves or adopt new strategies. ; Master [120] en sciences de gestion, Université catholique de Louvain, 2016