In his article titled “Quelle crise?” (What Crisis?), he uses the example of IC-Agency’s successful business model and states that its “Luxury” positioning is indeed quite relevant, as it was capable of 25% growth in a year where advertising budgets have disintegrated. 

Here is an excerpt, translated from French: 

“Are there actually businesses increasing their revenue during this crisis period? The answer: absolutely. I’ll use the example of IC-Agency, a company that specializes in Luxury Digital Marketing and has recorded a 25% growth without sacrificing profitability. This leader in e-marketing has continued to develop despite a deeply affected advertising market. What is their secret? Focus and excellence in a growing market sector. By proactively developing an intimate knowledge of certain industries (luxury, financial and, more generally, premium brands), IC-Agency has become an indispensable specialist capable of better serving its clients than its competitors. IC-Agency has identified an opportunity and seized it: the need for companies to speak with e-marketing experts with specific insights into the targeted demographics, instead of other web agencies with a more casual knowledge of the industry.” 

The full article can be found here.