fashion and luxury brand strategy, soon after internet massification
TRANSCRIPT
. 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