Drapers Debate: Do luxury brands miss out online? Luxury brands need to broaden from selling unattainable products to luxury moments. Over the years the word luxury has become so overused that it can now be applied to everything from hotels to toilet paper During the baby boomer generation, must-have designer logos typified the height of luxury.
Their unattainability for the masses was seen as the ultimate luxury status symbol. However, over the years the word luxury has become so overused that it can now be applied to everything from hotels to toilet paper. Luxury Brands Step Up Battle for Travelling Shoppers. PARIS, France — Luxury brands are stepping up the battle for travelling shoppers with more outlets at airports and on cruise ships, tapping into one of the fastest growing sections of the market that looks set to keep booming thanks to soaring numbers of Asian tourists.
Revenues from travel retail, which also includes sales on airplanes, rose 9.4 percent in 2012 to 55.8 billion euros ($76.6 billion), according to a market study by Generation Research. It should reach 60 billion euros this year and nearly double in size by 2020, the study forecast. "This channel is becoming very important," Bruno Pavlovsky, chairman of Chanel's fashion business, said. "Customers are spending time in airports where the environment has become increasingly sophisticated. " Is Luxury Branding Bad for Society? Surprise!
Research shows exposure to luxury brands make us more selfish.New research, reported in The New York Times this week (and elsewhere earlier), corroborates what all of us driving Hondas have always told ourselves: that guy in the BMW actually is a jerk. Well, at least he (and males were significantly worse than females) and other drivers of Porsche, Mercedes, etcetera are more like to blow through a pedestrian-prioritized crosswalk than non-luxury car drivers, according to this survey, which is summarized in the video below. We May Be Inherently Selfish, but Luxury Brands Make Us More SoSo, is this just a facet of my-wallet-is-bigger-than-your-wallet male psychology, or do luxury brands exacerbate our less socially positive and more self-aggrandizing tendencies?
Harvard Study Says The Devil May Actually Wear PradaA 2009 study out of Harvard Business School offers these bracing insights. Louis Vuitton to Stage Instagram-Friendly ‘Series 3’ Exhibition in London. LONDON, United Kingdom — From 21 September, a Brutalist former office block neighbouring London’s Somerset House will be enveloped in a fantastical confection of style, craft skills and technical spectacle, all part of a clever marketing display designed to evoke the creative soul and manufacturing nous of Louis Vuitton.
In a break from the archive-based historical displays through which the French brand once reinforced its heritage, each season since the appointment of creative director Nicolas Ghesquière in 2014, Louis Vuitton has marked the arrival of its collections in retail stores with a nomadic exhibition. ‘Series 1’ for Autumn/Winter 2014 showed in Shanghai and Tokyo; ‘Series 2’ for Spring/Summer 2015 travelled between LA, Beijing, Seoul and Rome.
‘Series 3’ will launch in London during the city’s fashion week and based on figures from the previous editions, the exhibition is expected to attract some 100,000 visitors, according to the brand. Paris by Chanel - Inside CHANEL. Founder Piers Fawkes: The Death Of Luxury Brands. PSFK founder explains how relentless innovation and technology must be part of a luxury brand's DNA It goes without saying that luxury brands need to rethink their role in a rapidly changing marketplace.
They are pincered by two forces: a new generation of buyers which prizes experience over ownership and a rise in technology services which outpaces almost any premium brand offering. Buyers today are looking for experience to be woven into the product experience. They want brands to infiltrate every touch point with intuitive and contextual interaction—whether that’s during the purchase path or when the item is owned, cherished (and communicated with).
Every time they touch a brand experience, they appreciate the type of personal attention that was once only provided by client service teams for top of the pyramid luxury customers. The good news is that there is opportunity for luxury brands, but also much risk and much work. Burberry points to a solution for many older brands. Jacquemus Fall 2015 Ready-to-Wear Fashion Show: Runway Review - Style.com. Reduced discounting dampens high street fashion trade. Burberry’s CEO on Turning an Aging British Icon into a Global Luxury Brand. Photography: Getty Images The Idea: Before Angela Ahrendts became Burberry’s CEO, licensing threatened to destroy the brand’s unique strengths.
The answer? Centralize design and focus on innovating core heritage products. Burberry's CEO on Turning an Aging British Icon into a Global Luxury Brand. Photography: Getty Images The Idea: Before Angela Ahrendts became Burberry’s CEO, licensing threatened to destroy the brand’s unique strengths.
The answer? Centralize design and focus on innovating core heritage products. When I became the CEO of Burberry, in July 2006, luxury was one of the fastest-growing sectors in the world. With its rich history, centered on trench coats that were recognized around the world, the Burberry brand should have had many advantages. It was a sign of the challenges we faced.