fashion and luxury brand strategy, soon after internet massification
TRANSCRIPT
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. 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
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Younger consumers and New groups will become the dominant segments
1
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by L2 A THINK THANK FOR DIGITAL INNOVATION
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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
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Luxury will always be about surprise and
delight. Lauren Sherman
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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
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4 Retailers will offer products competitive with those produced by typical luxury brands
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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
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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
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7 The luxury shopping experience will transform the decade’s new luxury shoppers
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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.
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A store is a place you train people to love your brand, look at
Apple stores. Ian Jindel, In!rnetRe"iling.net CEO
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8 Online retail is still in its infancy, but quickly becoming more than a niche
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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
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Online shopping is often more exciting than
most experiences at a store unless you are a
celebrity. Mil#n Pedraza, Luxury Ins$%! CEO
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9 Retail networks and product offerings will see a huge customization
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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
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10 New luxury players will emerge as tastes and consumers change
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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
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Elegance is not about being noticed, but
about being remembered.
Giorgio Armani, Designer
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RECAP
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. 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
![Page 23: Fashion and Luxury Brand Strategy, Soon After Internet Massification](https://reader034.vdocuments.net/reader034/viewer/2022052522/554c9ea0b4c905f0178b4fb5/html5/thumbnails/23.jpg)
Prediction is very difficult, especially about the future.
Niels Bohr