Synopsis of the Club e-Luxe International Summit 2015...across all luxury categories (fashion,...

©2015 Luxe Corp. All rights reserved. Synopsis of the Club e-Luxe International Summit held on Thursday 4th June 2014 in Paris, France. Property of Luxe Corp. 21 rue Cambon, Paris

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Synopsis of the Club e-Luxe International Summit 2015

Smart Luxury: Taking Luxury into the Smart Age

The world has become a smart place. The objects we use daily are also becoming smart. And the places we

visit, live, work and play in are increasingly getting smart. But more importantly the current digital generation has

become even smarter. This smartness is defined by a connected world where wrist watches become mobile

phones and mobile phones become car keys and cars transform into driverless geo-navigators. “Smartness” is

surely seeping into every sphere of our existence.

Is luxury smart? Should luxury be smart? How can luxury become smart?

These questions are more pertinent than ever as the luxury sector seeks to find its footing in the maze of the

current digital revolution and the exigencies of its generation of consumers. During the Club e-Luxe International

Summit, the core issues and challenges related to taking luxury into the “smart” era were addressed in-depth

and strategies, tactics and solutions were proffered, through unparalleled insight, deep analysis, knowledge,

tech demonstrations, digital solutions and direction to the forward-thinking luxury companies that participated in

the 2015 edition of the Club e-Luxe International Summit which took place on 4th June 2015.

During this stimulating full-day event, Presentations, Live DEMOs, Debates, Roundtables and Luxury Leader

Conversations were made by experts of digital luxury, technology analysts, inventors, developers, designers

and executors, led by Luxe Corp’s team of Business Experts.



The highly interactive and stimulating Club e-Luxe International Summit hosted by Luxe Corp brought together a team of renowned experts from the digital, technology and luxury worlds to address diverse topics related to the event’s theme of “Smart Luxury: Taking Luxury into the Smart Age”. This theme led to presentations, live demos, debates and workshops around the topics of Smart Social Media, 3D & 4D Technologies, Smart Objects & Smart Living, Drone Technology, Video Shopping, Digital Sensory Experiences, Optical Illusions & Augmented Reality, Smart Mobile Media and much more.

The 2015 edition of the Club e-Luxe International Summit began with a presentation by Luxe Corp’s Executive

Director & Founder Uche Pézard, on the topic of “MAKING THE CASE FOR CUSTOMIZATION &

PERSONALIZATION IN LUXURY & FASHION”.



The Presentation focused on bringing to prominence the current “selfie” movement and the attendant shift in the

luxury consumer psychology, which is leading them to give less attention to luxury brands and more attention to

themselves.

The presentation particularly emphasized that the current “selfie” attitude of consumers meant that luxury

consumers have not only become more demanding than ever but they’re also seeking differentiation and

distinction in their luxury products, services and experiences, hence the need for customization and

personalization.

Some of the key points of the presentation are the following.

The current consumer society is highly influenced by the internet and social media, which has led the

current digital generation from the “Me” generation to the “Selfie” generation.

The consumer is no longer the king; the selfie is now the king. This means that it is no longer about the

“consumer” but about “me now”.

The “me now” culture means that consumers are now empowered, entitles, recognized, respected,

demanding and they want more now.

Consumers currently expect to have a fully customized life within the universe of a luxury brand, from

their products (fashion, accessories, beauty etc), to their lifestyle features (wines & spirits, travel, hotels

etc) and across every sphere of services. They want « their way » and their impatience will drive them

to brands that can offer customization and personalization.

Currently there are advanced digital tools that offer the possibility of custom luxury across platforms.

Some luxury brands who have mastered the customization factor are Burberry, Perrier Jouet,

Penninsula Hotel. Others are Louis Vuitton, Fendi and Berluti.



The second presentation was made by Russ Rive, CEO of SuperHuber on the topic of “RE-TELLING THE

LUXURY STORY TO A DIGITAL GENERATION THROUGH SMART MEDIA”.

The Presentation focused on the enhanced experiences that digital media can enable through virtual reality and

optical illusions, particularly in merging art, architecture, design and technology.


Enhanced virtual reality initiatives in luxury should be experiential and based on touching on the

emotions through the senses.

Smart media has moved beyond the web and has permanently lodged in mobile media through smart

phones. The next wave of virtual reality experiences will be driven by the mobile.

The technology lifecycle is becoming shorter as the time-frame of innovation roll out is quicker.

Consumers have also become content producers and storytellers in their own right, using the internet

and social media as their platform.

Artificial intelligence will eventually enable the creation of hyper personalized experiences through

understanding individual customers through their content patters found on big data.

There are 3 main trends that will define Smart Media in the near future and they are as follows:

Hyper Personalization

The Internet of Things

Virtual Reality

The digital tools for providing enhanced experiences through virtual reality are available off the shelf

and at low cost. They will get even less expensive with time.

One of the ways of ensuring exceptional experiences in the universe of a luxury brand is through

making Smart Media part of the brand’s narrative.



The third presentation was made by Roeland de Jong, the CEO and Founder of Fashionqlic and

ShopAMotion, on the topic of “TRANSFORMING THE E-SHOP TO AN ENTERTAINMENT PLATFORM

THROUGH V-COMMERCE, MOTION PICTURE & BRANDED CONTENT”.

The presentation focused on analysing and clarifying the opportunity brought by shoppable video technology

and how to marry this new channel with branded content and client services.

The presentation especially emphasized on the current evolution of “film--to-commerce” where brand storytelling

is channelled using elements from film + tech + experience.


Customer experience is channeled through emotions and luxury is about emotional experiences. There

is few experiences that evoke more emotions than the world of cinema, videos and motion pictures; and

including commerce in this world ensures a higher impact for a brand.

Luxury consumers want to be engaged and inspired and they have therefore become hungry for

branded content which they need to share to connect with other consumers, especially through social

media. Shoppable videos is one of the best ways of proving consumers with content; and there is no

better time to catch them than when they’re engaged.

Shoppable videos also offer a level of interactivity that invite clients to become not only a part of the

experience but also control their experience. This gives a sense of empowerment to clients which they

crave.

Shoppable videos enable luxury brands to integrate affiliate marketing tools in their branded content to

enable effective campaign result measurement and quicker conversation rate.

Some of the brands that have successfully engaged consumers through shoppable videos are Gucci,

Barneys New York, Diane Von Furstenberg, Nowness and several others.



The fourth presentation was made by Jean Stock, Chairman & CEO of Luxe.TV, on the topic of

“TRANSFORMING THE LUXURY CONTENT INTO A PRODUCT”.

The presentation focused on using Luxe.TV as a case reference to showcase the current status, success

strategies and future evolution of branded content creation and diffusion in the luxury sector.


Luxe.TV is the world’s leading international television channel fully dedicated to the luxury lifestyle. The

channel is shown in more than 22 million homes in 122 countries, across Europe, North America, Asia,

Australia, Middle East and Africa.

The key success factors of Luxe.TV are its inclusive business model, its ability to keep a coherent

luxury message while adapting to local undertones, including adopting 7 languages; and its advanced

technology platforms using the highest definition of content streaming.

Luxe.TV is also the ultimate mirror into the world of luxury and lifestyle as the channel offers content

across all luxury categories (fashion, accessories, timepieces, beauty, hotels, automobile, technology,

events, destinations and kids wear etc).

Luxe.tv also prides itself in having an extensive catalogue of custom-created content that covers every

aspect of the luxury lifestyle.

Another major success factor is the mixed model of in-house content creation and production in the

channel’s studio in Luxemburg and post-production of purchased images. This model enables the

company to diffuse extensive content in record time.

The most viewed luxury categories on the channel are automobile, design objects, watches and

jewellery and fashion.

The secret of the successful evolution of luxury beyond products and services and into the branded

content arena is to act like media companies such as Luxe.TV!



The fifth presentation of the Club e-Luxe International Summit was made by Naziha Metsaoui, Digital

Architect & Artist and Co-Founder of Electronic Shadow, on the topic of “USING DIGITAL VISUAL OPTICS,

ILLUSIONS AND RECOGNITION TECHNOLOGY TO ENHANCE THE LUXURY UNIVERSE”.

The Presentation brought attention to the multiple facets of virtual reality and gave a powerful demonstration of

how technology can be merged with the physical world to produce powerful emotions, through the “One Heart,

One Tree” project.


Currently existing technological innovations have made it possible for strong physical experiences to be

driven by technology including powering the experiences triggered through the human senses.

The “one heart, one tree” project is designed to use technology and digital media to influence human

actions and behaviour, as well as digitally monitor the progress being made by human initiatives in the

physical world.

The project which proposes to people to plant a virtual tree through a smart phone application, uses

their real heartbeat to measure the growth of the planted tree in the physical world.

The “one heart, one tree” initiative also projects a forest of names, heartbeats and trees on the façade

of national monuments in major cities including Paris. This shows that the journey may begin in the

virtual world and end in the physical world and vice versa.

The same technology that powers the “one heart, one tree” project can also be used in the universe of a

luxury brand, including in PR, Markeitng, Communications, Events, fashion shows, store retail,

merchandinzing and other contexts.



The sixth presentation was made by Morin Oluwole, Luxury Client Partnerships Lead at Facebook and

Instagram, on the topic of “SMART SOCIAL MEDIA – BRIDGING THE GAP BETWEEN VISUAL AND VERBAL

COMMUNICATIONS”.

The presentation particularly brought to light the current patterns, shifts and trends that have emerged in the

way consumers interact with one another through social media and how this impacts the luxury communications

and client services model. It also gave indications of what to expect from Facebook and Instagram in the near

future in terms boosting brand engagement levels with users, as well as increasing conversion rates. The

presentation also gave examples of successful social media initiatives by luxury brands through case studies.


Digital and mobile media is the equivalent of the industrial revolution of the 21st century. It has

completely altered the way both the world and humanity function.

The growth of mobile media means that people are never offline. They are permanently connected to

the internet and other users on an ongoing basis and this means living parallel online and offline lives.

The major marketing challenge in the digital era is pressure and personalization. The pressure comes

from everyone being connected to everyone else; and the personalization comes from the new

expectation of consumers as they have become more savvy and demanding.

Facebook has 1.4 billion users in the world with 81% of the users outside the USA; and represents 1 in

5 minutes of time spent online.

There are more than 3 billion videos viewed on Facebook everyday with more than 5% of the video ads

in News Feeds. Also there is 7 times more viewing for videos on autoplay than videos imported from

Youtube links or other channels.

Luxury brands seeking to optimize their social media cachet need to first build their community and

target them according to their behavioural and demographic indices. Brands need to personalize their

marketing message to scale their communities.

Facebook’s approach to measurement combines reach + brand resonance + reaction

While Facebook is suitable for personalized & relevant stories, Instagram is for inspiration & brand

objectives

Instagram reaches 60% of adults aged 18 – 24 and its power lies in finding a passionate community,

communicating with a visual language and inspiring through a creative context.



The seventh presentation was a Roundtable Discussion session, on the topic of “IS LUXURY SMART ENOUGH

FOR THE DIGITAL GENERATION? A LOOK AT WHAT LUXURY NEEDS TO THRIVE IN THE AGE OF

WEARABLE TECHNOLOGY & CONNECTED OBJECTS”, by Lucas Toledo, CEO of GiBike, Amy Puliafito,

Communications Director of Misfit and Vincent Lambert, Marketing Director of Cityzen Sciences.

The Presentation focused on identifying the key elements of the current wearable technology movement and

how it impacts both the luxury sector and luxury consumers. The session also showcased three inspiring

products from the companies GiBike, Misfit and Cityzen Sciences and explained the consumer need and

market gaps they were created to fill.


GiBike created the first connected bicycle out of the conviction that the car is not the future for the

world’s metropolis of the next century. They believe that the bicycle is the answer to the current



challenges of city life, as it doesn’t require parking space, it offers lower maintenance cost, it’s

environmentally friendly and can also be interacted with digitally.

The GiBike which is also a “folding bicycle” is not only a smart bicycle that can be controlled remotely

through a smart phone application, but also has advanced features including GPS, social networking

tools, anti-theft locking, USB port, electric assistance among others.

The Misfit Shine bracelet and the Swarovski Shine bracelet (also developed by Misfit) is a connected

bracelet with an elegant Activity Tracking Crystal, a sleek sport band that acts as an activity tracker,

measuring human activities and sleep, and syncs with the smartphone. This product was developed to

fit into the current active lifestyles of urban dwellers and health-conscious consumers. It also perfectly

fits with the “connected” digital lifestyles of the digital citizen.

Cityzen Sciences developed the first “connected fabric” that features several features including tracking

physical activity and measuring the wearer’s temperature, heart rate, speed, location, and acceleration

through embedded micro-sensors. This award-winning product meets the current needs of consumers

to be permanently connected to the digital world at every moment and in every activity.

The current consumer drive towards wearables is as a result of their parallel online-offline lives.

The design elements is as important as function in wearable technology especially for luxury brands.

Luxury brands seeking to enter into the wearables domain must master both the tech and users.

Following the several enlightening presentations, demos and interactive sessions by inspiring experts, Luxe

Corp took the audience into its traditional Spotlights and Highlights experiences which featured a Raffle Draw

during which a lucky participant won a highly innovative Laptop by HP.

In addition each participant received Gift Bags containing a selection from the “Art of Fragrance” range

generously offered by renowned French lifestyle & beauty brand DIPTYQUE; as well as a “Shine Smart

Bracelet” offered by MISFIT, the technology company specialized in wearables.



Also in keeping with Luxe Corp’s tradition, the participants were able to interact with the impressive digital

installations in the Digital Experience Suite, which featured interactive simulations and experiences in 3D,

Drones, Optical Illusions, Connected Fabrics and several others.

The participants were also treated to a gastronomic lunch meal specially conceived by the chef of Shangri La

Hotel, Paris, France.



The eighth presentation was made by Antoine Level, CEO of the company Hexo+, on the topic of

“UNLOCKING THE POTENTIAL OF ROBOTIC & DRONE TECHNOLOGY FOR LUXURY”.

The Presentation introduced the innovation of the drone technology and especially highlighted the relevance for

drones in the luxury sector, particularly through event recording and streaming, content development and

production and in-store product demonstrations and engagement.


Drones have been in existence since the early 1900s and were initially developed to provide support for

military operations and training. They have become more mainstream and used in civil operations

Currently drones are used in multiple functions and sectors including commercial aerial surveillance,

motion picture film making, entertainment, journalism, search and rescue, scientific research, transport,

logistics and deliveries etc

The opportunities that drones present for the luxury sector are infinte and their benefits include ehanced

customer delivery, original product shootings and new ways of attracting attention among others. Some

concrete examples are the following:

Aerial filming of events such as store openings, fashion shows, product launches etc

Delivery of products purchased through e-commerce

In-store animations and entertainment

Drones will change aeronautics and the way motion pictures are viewed in the same way that

smartphones have changed communications.

Although the use of drones is currently regulated, it will evolve to become mainstream particularly in

view of its benefits to the civil society and businesses.

Luxury brands should be thinking about using drones to enhance their brand experiences and client

engagement.



The ninth presentation was made by Stuart Dawson, CEO of Luxia Global on the topic of “WHAT NEXT FOR

THE WORLD OF MOBILE MEDIA? THE KEY TRENDS THAT WILL DRIVE THE MOBILE EXPERIENCES OF

THE FUTURE”.

The presentation contained an overview of the current status and evolution of Mobile Media within the luxury context, with a focus on client services and ecommerce. It also featured the opportunities that Mobile Media presents for luxury brands in multiple categories (hospitality, lifestyle, beauty, accessories, jewellery, fashion etc); the different approaches and tactics required to build a strong mobile media strategy to enhance the luxury brand’s universe; and what consumers seek from luxury brands in terms of social interaction online (connecting, content, experience, action etc). Other areas covered include the required resources, costs and operational issues to implement a strong mobile media strategy; and the indications for the future evolution of Mobile Media and the areas that luxury brands should look out for in the near future.


The first and most important factor in the world of Mobile Media is “Data, Data, Data”. The mobile media

landscape is vast and data is the most valuable resource a company can use to navigate this vast

network of users, habits, content and influences.

Every luxury brand should have a mobile media agenda, and this should include mobile client

segmentation and targeting, private market places and content diffusion that will ensure scaling.

Luxury brands should aim to provide accuracy, engagement and real ROI through mobile media.

Luxia Global provides opportunities for luxury hotels to provide extensive services and experiences to

their clients using the mobile as a main channel. These services range across Pre-check in, Room

Entry, In-Room Dining, Room Controls and several others.

It is important for luxury brands to develop both targeted mobile tools and include these in their

initiatives such as events, fashion shows etc; and close collaborations with luxury hotels as they provide

strong indicators of how clients experience their stays through the mobile.



The tenth and final presentation was a Workshop conducted by Roeland de Jong, CEO of Fashionqlic, on the

topic of “DEFINING A V-COMMERCE STRATEGY FOR LUXURY”.

The Presentation focused on bringing a practical dimension to the innovation of shoppable videos through a

showcase of a real case analysis of the development and execution of a successful v-shopping campaign and

initiative.

Some of the key points of the workshop are the following.

A video reel of Fashioncliq’s videos and references

A presentation of successful V-Shopping campaigns and an explanation of the major elements that

made them successful

An explanation of the step-by-step process of creating a V-Shopping feature for both e-commerce and

to project branded content for a luxury brand

Key success factors of v-commerce and the undisputable tools and tactics of successful v-commerce

campaigns



The Club e-Luxe International Summit was made even more interactive by the participation of companies such

as SuperUber, an experience design agency committed to creating innovative experiences, blending art,

architecture, design and technology. The company creates hi-tech interactive and immersive experiences

through design that people enter, touch, explore. SuperUber has also created immersive environments for the

fashion shows and collection presentations of renowned international luxury fashion houses including Kenzo.

The company has offices in San Francisco, Rio de Janeiro and Sao Paulo and more than 200 projects in 14

countries.

Another company that provided live demonstrations is HEXO+, a multiple award-winning self-flying camera that

delivers exceptional aerial footage. Founded in 2014, HEXO+ is transforming how people use drones in a safe

and autonomous way, and the team behind the project has developed the first autonomous drone system with

unrivalled filming ability, making it possible to film in the most remote locations around the world. HEXO+ has

been awarded at CES in Las Vegas earlier this month as best Drone of CES by Videomaker, Best of CES by

iPhoneLife and Showstopper « envisioneering innovation and design » award.



Another participant in the Digital Experience Suite is Cityzen Sciences, a company that was created to help

people track people’s health and fitness levels. To do this through a creative solution, the company’s Founder

asked Scientists, Athletes and Engineers to come up with ideas and opinions. In his words, his conclusion was

that “When you leave your home, you always have 3 things on you: keys, smartphone, clothes. As a matter of

fact, you can forget your keys, and sometimes your smartphone. Sometimes you’ll forget both. But you never

get out without clothes on.” This led him to build an ambitious R&D consortium to make history in the smart

clothing industry, and meet the needs of athletes as well as everyday runners. He also seeks to drive the

technology’s evolution into other industries (health, smart homes, safety at work, etc). Cityzen Sciences, created

in 2010 is the first French start-up specialized in smart textile. Since 2012, this consortium has been working

non-stop to write new pages in tech and textile history.

The Club e-Luxe International Summit was also supported by Misfit which generously offered gift bags to all

participants. Misfit invents and manufactures premium wearable and smart home products that utilize sensor

technology. Misfit recently developed the Swarovski Shine connected bracelet, with an elegant Activity Tracking

Crystal, a sleek sport band and a trendy Slake bracelet made for Shine. Featuring a fully faceted crystal in a

Swarovski exclusive cut, the activity tracker measures human activities and sleep, and syncs with the

Smartphone. The elegant activity and sleep monitor also inspires and facilitates an active lifestyle. Shine emits a

halo of lights that shows progress towards daily activity goal while looking fashionable. Shine tracks running,



walking, cycling, swimming (up to 50 meters deep) and other activities. The Misfit App turns fitness data into

easy to read charts. The Shine Bracelet can be worn anywhere and for any occasion.

The summit was also supported by Diptyque which generously offered gift bags to all participants. Innovative

French house of perfume, diptyque tells inspiring stories, through its unique olfactory and esthetical creations

which contribute an “Art de Vivre”. Throughout its history, the brand has offered an unusual olfactory landscape.

For almost fifty years, the fragrances repertory of diptyque is an ode to nature and fine ingredients. Seemingly

simple, they are in reality a sophisticated reinvention of nature through its famous candle as well as the eau de

toilette. diptyque has been producing a refined signature collection of eaux de toilette and eaux de parfum

inspired by travel – the forgotten taste of a particular fruit, the headiness of a tree resin, an exotic spice, sweet

and delicately scented flowers. Sublime substances that dominate, together with surprising accords, give

diptyque its distinctive, unmistakable personality, like an invitation to freedom off the beaten tracks.



The summit ended with a champagne cocktail reception in the beautiful terrace gardens of Shangri La Hotel,

overlooking the Eiffel Tower, where guests were able to network, interact with the technologies in the digital

suite and carry on passionate discussions on different aspects of digital luxury.

The next Club e-Luxe event will be held in June 2016 in Paris. As is now the tradition, the event will be fully

curated by LUXE CORP and will gather renowned digital experts to share the most relevant digital tools and

innovations with luxury executives, as well as offer insight and solutions for the most challenging related digital

issues facing the industry. Additional information on the theme, topics, date and other information will be

announced shortly on LUXE CORP’s company website.

To read the full live Twitter coverage of the Club e-Luxe International Summit event, consult #eluxe on Twitter

or simply follow Luxe Corp on twitter at www.twitter.com/Luxecorp

To stay connected with Club e-Luxe, visit the Luxe Corp website: www.luxe-corp.com

Luxe Corp wishes to thank the following companies for their support in making the Club e-Luxe International

Summit a success!

Synopsis of the Club e-Luxe International Summit 2015...across all luxury categories (fashion,...

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