LUXURY BRANDS - Delia · LUXURY BRANDS ARE . LIVE BY DIFFERENT RULES LUXURY BRANDS . POSITIONING:...
Transcript of LUXURY BRANDS - Delia · LUXURY BRANDS ARE . LIVE BY DIFFERENT RULES LUXURY BRANDS . POSITIONING:...
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LUXURY BRANDS
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LUXURY BRANDS
1. UNIQUE
2. EXPERIENCE
3. TRENDS
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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.
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UNIQUE X 3 ENTITY
OFFERING AUDIENCE
BRANDS ARE
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UNIQUELY
UNIQUE
LUXURY BRANDS ARE
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LIVE BY DIFFERENT
RULES
LUXURY BRANDS
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POSITIONING: YOUR BRAND BEST CHOICE ACTIVELY LISTEN TO CUSTOMERS. ARE ACCESSIBLE. USE ADVERTISING TO DRIVES SALES. MANAGE TOUCHPOINTS & CONSISTENCY.
MASS BRANDS
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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
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POSITIONING: LIKE NOTHING ELSE
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LIVE BY DIFFERENT RULES
LUXURY BRANDS INCOMPARABLE. DON’T PANDER. MAKE IT DIFFICULT. DON’T SELL. REMARKABLE EXPERIENCES.
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ALWAYS LIVE OUTSIDE OF YOUR BRAND. ALWAYS BE REDISCOVERING.
TAKEAWAY #1
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EXPERIENCE IS EVERYTHING!
ENGAGEMENT EMOTION
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Live-Streaming On-the-Go Video 24 Hours
Pre-Summer 16 Collection Q & A Marc Jacobs
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Fashion + Music
Promote Young Musicians
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Bar + Museum + Store + Members’ Club
Digital Art, Texture, Movement, Sound
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Interactive Novel
Off-Road Experience
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THINK EXPERIENCE FIRST. TIME-SENSITIVE ACCESS MUSICAL ENVIRONMENTS STORY TELLING
TAKEAWAY #2
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FOUR TRENDS HENRY DIGITAL INDIA+
SOCIAL AWARE
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WHO IS HENRY?
1
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HIGH-EARNERS-NOT-RICH-YET
EARN 100-250K
BTWN MC & WEALTH
FUTURE AFFLUENT
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MILLENNIALS
GEN Y
ECHO-BOOM
1982-2004
Tech Smart
Connected
Eco Conscious
Work-Life
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CONNECT FRAGRANCE TO ASTROLOGICAL SIGNS
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THE “DIGITAL” SPACE
2
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LUXURY DIGITAL
NOT ABOUT ACCESSIBILITY
DISCOVERABLE & SHARABLE
EMERGING & FUTURE LOYALISTS
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LUXURY + SOCIAL
80% luxury shoppers regular social users
McKinsey
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LUXURY + SOCIAL
Affluent shoppers
Morin Oluwole
Luxury Lead - Facebook & Instagram
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Ad Videos Highlight product anniversaries Brand History
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Instagram Image Direct link, online shopping cart
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Top 5 Users Take Control For 5
Days
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BEHIND THE SCENES
BRAND HISTORY
CRAFT
TECHNOLOGY
ATTENTION TO DETAIL
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MARKET IN THE YEAR THAT YOU
ARE LIVING.
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ELLO
CREATIVE INSPIRATION VIDEO, AUDIO, IMAGES AD FREE
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PINTEREST & INSTAGRAM CROSS-BREED
WE HEART IT
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INDIA & EMERGING AFFLUENCE
3
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INDIA EMERGING WEALTH
Millionaires Rising
Luxury Spend Growing
Trend to Continue
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TARGET INTERNATIONAL TRAVELERS
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SOCIALLY AWARE 4
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BE OPEN TO: EMERGING AUDIENCES NEW SOCIAL TOOLS EMERGING AFFLUENCE SOCIAL ISSUES
TAKEAWAY #3
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LUXURY LIVES BY DIFFERENT RULES THINK EXPERIENCE WATCH H-E-N-R-Y SOCIAL – FACEBOOK & INSTAGRAM EYE ON EMERGING AFFLUENCE BE SOCIALLY AWARE
SUMMARY