The future of luxury brands in an on-demand world

 By Tracey Follows, 2016-10-10+, Campaignlive.co.uk

Can luxury brands both embrace the sharing economy and remain aspirational? It's an existential question they now need to answer.

Luxury brands are prefaced on the idea of scarcity – what is scarce is of most value, and what is difficult to acquire or to access confers status. But in a world of abundance, in which nearly everything is accessible and nothing is scarce, what are the symbols and codes that communicate that something is a luxury?

> Which role does digitalization, technology and social media play?
> Which degree of exclusivity is right and how do the cultural differences create a need for customization?

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How a new idea of luxury helped Coach correct course

By Hilary Milnes, 2016-10-10+, Glossy.co, digital luxury

In a post-show statement, previous to the Spring 2017 runway show at the New York Fashion Week Vevers acknowledged that Coach was looking to appeal to the new luxury consumers. Coach finally embraced that the definition of luxury was changing.

After facing for years real competition within the affordable luxury market, the brand drifted down-market and understood that it is time to take more control across online and in store channels. The key to Coach’s newfound relevance was a shift in mindset around the definition of luxury in a digital age.

“The question had been around inclusivity versus exclusivity,” said Audier D’Alessandris. “Luxury was about selling a dream and being so exclusive, and it’s been fascinating to see the world around fashion changing. We have new philosophies now, and the balance between inclusivity and exclusivity is at the core of the future of luxury.”

Coach reformatted its mobile strategy, launched Coachmoji and imessages, with the aim to create an immediate product discovery as a result of an internal change in terms of infrastructure. The brand was even among the first luxury brands to offer a live chat online.

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Classement des marques de luxe les plus puissantes en 2016

By Romain, 2016-10-06, Le Journal du Luxe, Business

Selon le cabinet de conseil en stratégie et design Interbrand, 8 marques de luxe figurent parmi le Classement Best Global Brands en 2016.

Au niveau global, les marques Apple, Google, Coca Cola et Microsoft font la course en tête.

Louis Vuitton est la maison de mode la plus rentable et occupe la position #19 dans le ranking global des Global Brands 2016. Hermès pointe à la 34ème place, Gucci à la 53ème, Tiffany & Co. 74ème et Burberry apparait en position #83. Dior est également dans le top 100 des marques les plus puissantes du monde en 2016, pendant que Prada chute de -12% de sa valeur.

Parmi les marques automobiles de luxe, Mercedes-Benz et BMW sont les plus rentables avec 18% et 12% de progression en termes de valeur depuis 2015.

D’après Interbrand, le secteur du luxe est en plein progression et la valeur de l’ensemble des marques du classement a progressé de 4.8% depuis l’année dernière.

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MEASURING EXCLUSIVITY AND DESIRABILITY IN THE US - SEPTEMBER 2016

Our recent research on Brand Desirability and Exclusivity in the USA (Measuring Brand Exclusivity and Desirability - USA), conducted with Promise Consulting, showed a near perfect correlation (R2 = 92%) between brands that consumers perceive as 'expensive' and brands seen as 'exclusive'. No other identity trait we have explored correlates so well.

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En savoir plus sur l'étude : mailto to valerie.jourdan@promiseconsultinginc.com

This joint study with Exane BNP can be presented to you during a meeting to be agreed with your teams. The full document is the subject of a subscription. You can also request the dates of the next cycle of conferences dedicated to presenting the results of this study. Three countries in the luxury fashion world were studied: France, China and the US.

Cette étude menée conjointement avec Exane BNP peut vous être présentée en synthèse lors d'un rendez-vous à convenir avec vos équipes. Le document complet fait l'objet d'une commercialisation en souscription. Vous pouvez également demander les dates du prochain cycle de conférences consacrées à la présentation des résultats de cette étude. Trois pays dans l'univers de la Mode de luxe ont été étudiés : la France, la Chine et les US.

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Russia’s economic trials paves opportunity for luxury

By Staff Reports, 2016-10-10+, Luxury Daily, Retail

Devalued currency rates in Russia have spurred an uptick in tourism and the purchase of luxury accessories within the market.

Although Russia’s luxury sector has had its share of highs and lows, many brands have worked to capitalize on its potential.

With the depreciation of the Russian ruble, the Russian market recognized a +2% increase in purchased personal accessories (in rubles), compared to US dollar purchases which declined by -30%.

Despite the depreciation, Russian affluents opted to stay local to shop, rather than flying to destinations such as London or Paris to effectuate high-end purchases, since the prices of luxury goods became more attractive at home.

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