luxury brands - delia · luxury brands are . live by different rules luxury brands . positioning:...

LUXURY BRANDS

LUXURY BRANDS

1. UNIQUE

2. EXPERIENCE

3. TRENDS

10 MOST VALUABLE 2015

1. Louis Vuitton

2. Hermes

3. Gucci

4. Channel

5. Rolex

6. Cartier

7. Prada

8. Burberry

9. Michael Kors

10.Tiffany & Co.

UNIQUE X 3 ENTITY

OFFERING AUDIENCE

BRANDS ARE

UNIQUELY

UNIQUE

LUXURY BRANDS ARE

LIVE BY DIFFERENT

RULES

LUXURY BRANDS

POSITIONING: YOUR BRAND BEST CHOICE ACTIVELY LISTEN TO CUSTOMERS. ARE ACCESSIBLE. USE ADVERTISING TO DRIVES SALES. MANAGE TOUCHPOINTS & CONSISTENCY.

MASS BRANDS

DON’T POSITION: LUXURY INCOMPARABLE. DON’T PANDER TO CUSTOMER WISHES. MAKE IT DIFFICULT FOR CUSTOMERS TO BUY. ROLE OF ADVERTISING IS NOT TO SELL. DELIVER REMARKABLE EXPERIENCES.

LUXURY BRANDS

POSITIONING: LIKE NOTHING ELSE

DON’T PANDER

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjs0-Pki9rKAhXEbj4KHStgAsUQjRwIBw&url=http://www.motorauthority.com/news/1082409_bmws-new-ad-slogan-is-designed-for-driving-pleasure-video&bvm=bv.113034660,d.cWw&psig=AFQjCNEXtowxUvDAIFxjB7gdnICl_-Zblg&ust=1454537275877174

HARD TO BUY

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjSyq7cjdrKAhWFGT4KHbW7DJkQjRwIBw&url=http://www.remodelista.com/posts/talulas-garden-in-philadelphia&psig=AFQjCNHXtdUWjZBmsmAo_m5593Xj3RDXHw&ust=1454537789938932

ADVERTISING DOESN’T SELL

https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwi06PX9j9rKAhXCcj4KHc1dAsUQjRwIBw&url=https://www.pinterest.com/pin/117515871496843719/&bvm=bv.113034660,d.cWw&psig=AFQjCNHqYxnQ2saknr0Y4IB5WbOV3ezYTA&ust=1454538127610928

REMARKABLE EXPERIENCE

https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwibvoXio9rKAhVHrB4KHZWnAQEQjRwIBw&url=https://www.gettagged.us/opinion/notsoritzy-brand-experience/&psig=AFQjCNHGgEU96JRkIGKSiDdqKPeYJ441hw&ust=1454543681421151

LIVE BY DIFFERENT RULES

LUXURY BRANDS INCOMPARABLE. DON’T PANDER. MAKE IT DIFFICULT. DON’T SELL. REMARKABLE EXPERIENCES.

ALWAYS LIVE OUTSIDE OF YOUR BRAND. ALWAYS BE REDISCOVERING.

TAKEAWAY #1

EXPERIENCE IS EVERYTHING!

ENGAGEMENT EMOTION

Live-Streaming On-the-Go Video 24 Hours

Pre-Summer 16 Collection Q & A Marc Jacobs

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwiXjYyYtd7KAhWJNT4KHWk6B8QQjRwIBw&url=http://www.thevideoink.com/news/hearst-live-streamed-bedtime-stories-periscope/&psig=AFQjCNGtmcft1EBjn8Dk6Ehq1AWEAhPHoA&ust=1454685826604217

Fashion + Music

Promote Young Musicians

https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjh3uz6pt7KAhVIcD4KHZK3DcQQjRwIBw&url=https://www.pixellogo.com/fashion-logo-templates/top-10-high-end-fashion-logos&psig=AFQjCNH07xnOMbYXj3zXU4pmSbRFLusxfw&ust=1454682019972968

Bar + Museum + Store + Members’ Club

Digital Art, Texture, Movement, Sound

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwiF_t2mqN7KAhXDeD4KHQztDsQQjRwIBw&url=http://jingdaily.com/interview-johnnie-walker-house-immerses-shanghai-in-whisky-culture/&psig=AFQjCNHQd6zx6daPlu8jnRCuTKzg6nre7A&ust=1454682344573353

Interactive Novel

Off-Road Experience

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjXj_HgqN7KAhUFND4KHWK7DMUQjRwIBw&url=http://www.landroverusa.com/our-story/news/vanishing-game.html&psig=AFQjCNFqeoWeFVv7NLI7uj5EvhLvBWU0Yg&ust=1454682502165929

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjP7YzVqN7KAhVKaz4KHf9EA8MQjRwIBw&url=http://www.landroverusa.com/&psig=AFQjCNGh3CEhp1fLobM7gwBZx4BW2Zxnfw&ust=1454682469254314

https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwiI8uzqqN7KAhXLFT4KHaKSDcQQjRwIBw&url=https://www.tumblr.com/logo&bvm=bv.113370389,d.cWw&psig=AFQjCNE12CShhEUSLwNlbu4pD5zmIPTEJg&ust=1454682523279014

THINK EXPERIENCE FIRST. TIME-SENSITIVE ACCESS MUSICAL ENVIRONMENTS STORY TELLING

TAKEAWAY #2

FOUR TRENDS HENRY DIGITAL INDIA+

SOCIAL AWARE

WHO IS HENRY?

1

HIGH-EARNERS-NOT-RICH-YET

EARN 100-250K

BTWN MC & WEALTH

FUTURE AFFLUENT

MILLENNIALS

GEN Y

ECHO-BOOM

1982-2004

Tech Smart

Connected

Eco Conscious

Work-Life

THE “JETBLUE” OF SUITS

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjyiLuFt97KAhVLWz4KHX8MB8MQjRwIAw&url=http://www.newamsterdamcityswim.org/&psig=AFQjCNEK33u1bd90giAGhfbhjreExUm8dw&ust=1454686339532760

ECO-CONSCIOUS JEWELERY

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjl4PXOt97KAhUEFj4KHXp0AsQQjRwIBw&url=http://www.michelson-jewelers.com/designers/alex-ani-charm-bracelets&psig=AFQjCNFtLQG61k1EetLzqG-ko1b9Og-qTw&ust=1454686488895244

https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjum92_uN7KAhUFFj4KHcgKDMMQjRwIBw&url=https://www.makersmark.com/makers-46&psig=AFQjCNGD8-zmtB3bgiXNma67PxRDjAfobw&ust=1454686688731677

CONNECT FRAGRANCE TO ASTROLOGICAL SIGNS

https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjH4tDfuN7KAhXD2T4KHQ1bC8MQjRwIBw&url=https://en.wikipedia.org/wiki/File:Chanel_logo_interlocking_cs.svg&psig=AFQjCNEgb1-vz0ArlsG32bVbm6iJ_Aurdw&ust=1454686795418397

https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwiI1KzuuN7KAhWD7D4KHdHiDskQjRwIBw&url=https://www.instagram-brand.com/&psig=AFQjCNHl-gug566cMCPrAxSadMVEh3Siow&ust=1454686826230781

THE “DIGITAL” SPACE

2

LUXURY DIGITAL

NOT ABOUT ACCESSIBILITY

DISCOVERABLE & SHARABLE

EMERGING & FUTURE LOYALISTS

LUXURY + SOCIAL

80% luxury shoppers regular social users

McKinsey

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwihnIaFut7KAhVMND4KHSodC8UQjRwIBw&url=http://www.entrepreneur.com/article/252402&bvm=bv.113370389,d.cWw&psig=AFQjCNFecynDQxjqoEo3t25dHXGA5g6CTw&ust=1454687101540632

LUXURY + SOCIAL

Affluent shoppers

Morin Oluwole

Luxury Lead - Facebook & Instagram


http://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwik_bKIu97KAhUE8z4KHWuZCMMQjRwIBw&url=http://www.freelargeimages.com/facebook-vector-logo-hd-4547/&psig=AFQjCNH5UCM5YQF4EEgkEsgVV6lgaMcVaw&ust=1454687402754811

Ad Videos Highlight product anniversaries Brand History

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwik_bKIu97KAhUE8z4KHWuZCMMQjRwIBw&url=http://www.freelargeimages.com/facebook-vector-logo-hd-4547/&psig=AFQjCNH5UCM5YQF4EEgkEsgVV6lgaMcVaw&ust=1454687402754811

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwiyiLjKu97KAhWJVT4KHUCMDskQjRwIBw&url=http://www.dippleconway.co.uk/brands/gucci/&psig=AFQjCNG2zAm0LG8qq30jLmsSh0Nn3q1lDg&ust=1454687555731844

Instagram Image Direct link, online shopping cart


Top 5 Users Take Control For 5

Days

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwiOqLLYvN7KAhVCez4KHRxcB8UQjRwIBw&url=http://carsrealise.tk/mercedes-benz-2015-s-class-coupe/&bvm=bv.113370389,d.cWw&psig=AFQjCNH-cOZsCTAjcmbdinEfqLMjSf3cBg&ust=1454687849009619

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwiWpJu6vN7KAhXEHT4KHbUUCsMQjRwIBw&url=http://www.logodesignlove.com/mercedes-benz-logo-evolution&psig=AFQjCNHyyzE25rlX6HRElkNk9odw6W1-Kg&ust=1454687788805059


BEHIND THE SCENES

BRAND HISTORY

CRAFT

TECHNOLOGY

ATTENTION TO DETAIL

https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwj1p_mJ49zKAhWEfxoKHaDqAfAQjRwIBw&url=https://en.wikipedia.org/wiki/File:Chanel_logo_interlocking_cs.svg&psig=AFQjCNENrkN8nwht8WyVg9XPrIZp5KHq7A&ust=1454629437907621

MARKET IN THE YEAR THAT YOU

ARE LIVING.

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjcv4C3vd7KAhVKaT4KHdk4AMMQjRwIBw&url=http://rachelsprung.com/category/business/&bvm=bv.113370389,d.cWw&psig=AFQjCNH0tgyuKO3lha1Z23hJ3ODbMZ4EOQ&ust=1454688044874892

ELLO

CREATIVE INSPIRATION VIDEO, AUDIO, IMAGES AD FREE

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwj8zfelw97KAhVIVT4KHXUUDsMQjRwIBw&url=http://www.telapost.com/will-ello-replace-facebook/&bvm=bv.113370389,d.cWw&psig=AFQjCNEo44upLZ0TjGrWWRV6ezq5JLUFQQ&ust=1454689626680586

PINTEREST & INSTAGRAM CROSS-BREED

WE HEART IT

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwie98amxN7KAhXGWz4KHUr9DsMQjRwIBw&url=http://sourcedigit.com/1884-hottest-social-networking-site-of-2014-we-heart-it-a-combination-of-facebook-pinterest/&bvm=bv.113370389,d.cWw&psig=AFQjCNEnaokd580LpWTfLaoHcrttW2Ju2Q&ust=1454689896643294

INDIA & EMERGING AFFLUENCE

3

INDIA EMERGING WEALTH

Millionaires Rising

Luxury Spend Growing

Trend to Continue

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjUlNmCvt7KAhUJMz4KHRSpBcIQjRwIBw&url=http://www.thenational.ae/news/world/south-asia/tax-evasion-rampant-among-indias-wealthy&bvm=bv.113370389,d.cWw&psig=AFQjCNEID8y1D-9qpPFaFt5eJWxFujrprw&ust=1454688199020410

sari collection

https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwje2pC4vt7KAhWIdT4KHfRJAcIQjRwIBw&url=https://www.pinterest.com/pin/328199891573318933/&psig=AFQjCNECvcdViOUdmshT4Ukj0rJMVncgjQ&ust=1454688323304374

TARGET INTERNATIONAL TRAVELERS

SOCIALLY AWARE 4

ISSUES.

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwiEp-Tuvt7KAhVIVT4KHXUUDsMQjRwIBw&url=http://roygbiv.jezebel.com/tiffany-cos-new-gay-engagement-campaign-features-real-1679109242&psig=AFQjCNEyT2BnSjZBGjpAwm-lHLy5Mrq8vg&ust=1454688434802835

ENVIRONMENT.

https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwj-7Iemv97KAhUIWT4KHaLJCsMQjRwIBw&url=https://en.wikipedia.org/wiki/File:Kenzo_logo.png&bvm=bv.113370389,d.cWw&psig=AFQjCNF96pMQ6lxraYSSdcAI4DjMoj7qiA&ust=1454688547983570

CAUSE.

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjHtoDpv97KAhWCNj4KHfwyDcYQjRwIBw&url=http://watches557.rssing.com/chan-6784343/all_p4.html&psig=AFQjCNFGOIWeV5FFo7tB6WVFj9iMmOF4iQ&ust=1454688681409445

BE OPEN TO: EMERGING AUDIENCES NEW SOCIAL TOOLS EMERGING AFFLUENCE SOCIAL ISSUES

TAKEAWAY #3

LUXURY LIVES BY DIFFERENT RULES THINK EXPERIENCE WATCH H-E-N-R-Y SOCIAL – FACEBOOK & INSTAGRAM EYE ON EMERGING AFFLUENCE BE SOCIALLY AWARE

SUMMARY

THANK YOU

Ed Delia 908.534.9044 [email protected]

luxury brands - delia · luxury brands are . live by different rules luxury brands . positioning:...

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