fluxx luxx : talking luxury at fluxx studios

[x] fluxx.uk.com @fluxxstudios��

fluxx studios, down the lane from St Paul’s Cathedral��22nd November 2012��


A product and service innovation company ��

/  Strategy, vision, experience design, content��/  Incubation, Labs, and lean product development ��

Fluxx is…��

1 MERCEDES-BENZ 2 BMW 3 LOUIS VUITTON 4 GUCCI 5 AUDI 6 HERMES 7 CARTIER 8 TIFFANY 9 PORSCHE 10 BURBERRY

FLUXURY FORTUNES 30.1bn 29.1bn 23.6bn 9.4bn 7.2bn 6.2bn 5.5bn 5.2bn 5.1bn 4.3bn


/  Heritage��/  Service��/  Craftsmanship, design or quality��/  Exclusivity��/  High cost��

The key luxury attributes��


This evening is about looking at the hot topics for 2013��

Omni-‐Channel Commercialisa0on Storytelling


“Omni-Shambles”��



The tension between restrictive marketing agreements, and consumers’ increasing attitude that the ‘channel’ within which they transact is irrelevant.��

/  The history and future of luxury brands’ attitudes towards transactional capability across all channels��



How to grow a luxury business, yet retain its core allure, values and prestige��

/  A look at the different ways in which businesses are approaching this whilst trying to avoid some of the pitfalls��



It’s not all red carpet��


Kazakhstan: a hidden gem��


Oman: a small but growing market��


Mongolia: a thriving economy��


Sometimes it’s just about new ways of approaching your home market��

/  A look at the different ways in which businesses are approaching this whilst trying to avoid some of the pitfalls��



Telling stories is rapidly become the defacto way to communicate luxury and engage customers��

/  We’ll sample some different approaches to telling stories, and what to do if you don’t have any stories to tell!��



Three pillars of debate��Three quick hits of stimulus, each followed by a lively

debate, and a quick wrap-up at the end��



An evolutionary journey��


“Online, is not luxury”��


The early adopter��


The failed venture ��


A solution… buy a start-up?��


A solution… partner��


“O2O” Brand Experience��


Anticipating need��


Clinique & iPad ��


But Chanel still hesitant��


The omni-channel poster child��


In-store service, but online��


Reinventing the experience��


Blend of physical & digital��


Burberry : LFW SS 2013��


Debate Question:��

Should luxury brands still be afraid of the buy now button?��


/  Luxury by its very nature can mean limiting your business��

��/  So what are the paths to growth?��/  Can you have a commercial

focus while avoiding the pitfalls and potential risk to brand?��The Luxury Paradox��


��

Paths to ��Commercialisation�� DIVERSIFICATION


‘The Worst Case Scenario’��


What about direct sales?��


Direct Marketing: Toughest Test��


Direct Marketing: “Thank you”��


Industrialisation ��of luxury��


Industrialisation of luxury��


It’s nothing new, but…��


New Locations: Hermes Pop-up Store��


Hackney is the new Bicester!��


No real ale or folk music in site…��

Hackney: An old East London boozer and knitwear?��


Hackney: A prime luxury location…��


JW Anderson / ��TopShop��

Paul Smith / Barbour

William Tempest /�� River Island��

Reach out through partnering��


Maison Martin Margiela / H&M��


Ladies sold out at 10:00am��

Physical / Digital��


The sale continues, just 23 hours later, on ebay!��


Accessible but still elusive. ��Commercialisation without damaging the brand��


Changing with the times to attract customers��


In the box thinking…��


Changing with the times : Luxury travel��


Changing with the times : Augmented experience - St Regis��


Luxury B&B?��


Challenging traditional luxury travel��


The question is…

Does the luxury paradox really mean growth comes at the expense of your brand allure?��


Telling stories is not new…��


The stereotype: Is it getting through to consumers?��


Brand stories are being told in unexpected ways��

“Gucci Gucci, Louis Louis, Fendi Fendi, Prada. Basic bitches wear that shit so I don't even bother”��


The audience has diversified in so many ways��


Deep cultural heritage can come through association��


Heritage Persons of Repute Craftsmanship Quality Iconic

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The fluxx attributes of luxury storytelling��


The North Face�� Canada Goose��

Compare and contrast��

http://youtu.be/Pqqu_SduTCI http://youtu.be/XDRdOpdwKBc



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The fluxx attributes of luxury storytelling��


Persons of Repute Iconic

þ þ


Breitling : Remaining Iconic��http://youtu.be/5uzE--U7BBk


Chanel – A place in history��http://youtu.be/tRQa33dqyxI


Tiffany & Co – heritage, craft, art & ‘pop’ icons��

http://youtu.be/sGVUPs1RzaE



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Key attributes of luxury storytelling


What about the new kids on the block?��


Customers as part of the story��


Rapha: Collecting stories��


Inheriting heritage ��


So the question is…��

/  Can luxury storytelling transcend the stereotype, and become important in connecting and emotionally engaging with customers old and new?��


A product and service innovation company ��/  Strategy, vision, experience design, content��/  Incubation, Labs, and lean product development��

Come and chat: [email protected]��

Fluxx is…��

fluxx luxx : talking luxury at fluxx studios

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