fashion and luxury brand strategy, soon after internet massification

. MARGARIDA ESTEVES PEREIRA . ���PROJECT LEADER ANDREA COSCENZA . DIRECTOR OF THE MASTER ANNAGEMMA LASCARI ���

DOMUS ACADEMY . MASTER IN FASHION MANAGEMENT . 2010

FASHION AND LUXURY BRAND STRATEGY SOON AFTER INTERNET MASSIFICATION

Younger consumers and New groups will become the dominant segments

1

by L2 A THINK THANK FOR DIGITAL INNOVATION

3 Market pressures in a turbulent recovery will drive a second wave of luxury consolidation

2 Aspiration will evolve into new relationships with brands filling different emotional needs

Luxury will always be about surprise and

delight. Lauren Sherman

Luxury will always be about surprise and

delight. Lauren Sherman

connection

experience

desire interaction

heritage

dialogue

quality scarcity

exclusivity tradition

recognition

Customer focus

lifestyle

personalization

uniqueness

4 Retailers will offer products competitive with those produced by typical luxury brands

6 New markets’ diversity will stretch luxury brands’ marketing and supply chain capabilities

5 BRIC countries’ growth may overtake Europe and the Americas as the largest global luxury market region

BRICs Key Success Factors

o  Understand the digital situation of each country o Do not forget mobile

o  E-Commerce o  Investment should match the opportunity

7 The luxury shopping experience will transform the decade’s new luxury shoppers

DESIGN, CONTENT, TECHNOLOGY and SOCIAL ELEMENTS

are all critical in establishing a presence that represents the brand and resonates with the

TARGET audience.

Diffuse EXPERIENCES.

A store is a place you train people to love your brand, look at

Apple stores. Ian Jindel, In!rnetRe"iling.net CEO

8 Online retail is still in its infancy, but quickly becoming more than a niche

Several components of a digital flagship store capable to transmit a real image of a brand and

pull the creativity of any person

O  E-COMMERCE O  MOBILE

O  VISUAL NETWORKING O  VIRTUAL ARCHIVE

O  SOCIAL GAMING O  VOICE INTERACTION

O  VIRTUAL DRESSING ROOMS O  3-DIMENSIONAL

O  HOLOGRAMS

Online shopping is often more exciting than

most experiences at a store unless you are a

celebrity. Mil#n Pedraza, Luxury Ins$%! CEO

9 Retail networks and product offerings will see a huge customization

MARKETING ONE-TO-ONE provide services or products to one customer at a

time by identifying and then meeting their individual needs

MASS CUSTOMIZATION customization and personalization of products and

services for individual customers at a mass production price

10 New luxury players will emerge as tastes and consumers change

Initiatives to be implemented by new players

NANOTECHNOLOGY applied to Fashion and Luxury industry

IMPLANT SUBCUTANEOUS which reacts according to the 5 senses. Receive and

send information concerning our desires

Elegance is not about being noticed, but

about being remembered.

Giorgio Armani, Designer

RECAP

. MARGARIDA ESTEVES PEREIRA . ���PROJECT LEADER ANDREA COSCENZA . DIRECTOR OF THE MASTER ANNAGEMMA LASCARI ���

DOMUS ACADEMY . MASTER IN FASHION MANAGEMENT . 2010

FASHION AND LUXURY BRAND STRATEGY SOON AFTER INTERNET MASSIFICATION

Prediction is very difficult, especially about the future.

Niels Bohr