0
fluxx studios, down the lane from St Paul’s Cathedral   22nd November 2012[x] fluxx.uk.com   @fluxxstudios
Fluxx is…       A product and service innovation company        /     Strategy, vision, experience design, content       /...
[x] fluxx.uk.com   @fluxxstudios
FLUXURY FORTUNES 1   MERCEDES-BENZ    30.1bn 2   BMW              29.1bn 3   LOUIS VUITTON    23.6bn 4   GUCCI            ...
[x] fluxx.uk.com   @fluxxstudios
[x] fluxx.uk.com   @fluxxstudios
/     Heritage    /     Service    /     Craftsmanship, design or quality    /     Exclusivity    /     High costThe key l...
Omni-­‐Channel	                Commercialisa0on	     Storytelling	              This evening is about looking at the hot  ...
Omni-­‐Channel	                Commercialisa0on	     Storytelling	                                      “Omni-Shambles”[x]...
Omni-­‐Channel	                Commercialisa0on	     Storytelling	           The tension between restrictive marketing agr...
Omni-­‐Channel	                Commercialisa0on	        Storytelling	           How to grow a luxury business, yet retain ...
It’s not all red carpet[x] fluxx.uk.com   @fluxxstudios
Kazakhstan: a hidden gem[x] fluxx.uk.com   @fluxxstudios
Oman: a small but growing market[x] fluxx.uk.com   @fluxxstudios
Mongolia: a thriving economy[x] fluxx.uk.com   @fluxxstudios
[x] fluxx.uk.com   @fluxxstudios
Omni-­‐Channel	                Commercialisa0on	       Storytelling	           Sometimes it’s just about new ways of appro...
Omni-­‐Channel	                Commercialisa0on	     Storytelling	       Telling stories is rapidly become the defacto way...
Omni-­‐Channel	                Commercialisa0on	     Storytelling	                    Three pillars of debate     Three qu...
[x] fluxx.uk.com   @fluxxstudios
An evolutionary journey[x] fluxx.uk.com   @fluxxstudios
“Online, is not luxury”[x] fluxx.uk.com   @fluxxstudios
The early adopter[x] fluxx.uk.com   @fluxxstudios
The failed venture [x] fluxx.uk.com   @fluxxstudios
A solution… buy a start-up?[x] fluxx.uk.com   @fluxxstudios
A solution… partner[x] fluxx.uk.com   @fluxxstudios
“O2O” Brand Experience[x] fluxx.uk.com   @fluxxstudios
Anticipating need[x] fluxx.uk.com   @fluxxstudios
Clinique  iPad [x] fluxx.uk.com   @fluxxstudios
But Chanel still hesitant[x] fluxx.uk.com   @fluxxstudios
The omni-channel poster child[x] fluxx.uk.com   @fluxxstudios
In-store service, but online[x] fluxx.uk.com   @fluxxstudios
Reinventing the experience[x] fluxx.uk.com   @fluxxstudios
Blend of physical  digital[x] fluxx.uk.com   @fluxxstudios
Burberry : LFW SS 2013[x] fluxx.uk.com   @fluxxstudios
[x] fluxx.uk.com   @fluxxstudios
[x] fluxx.uk.com   @fluxxstudios
Debate Question:Should luxury brands still be afraid ofthe buy now button?[x] fluxx.uk.com   @fluxxstudios
[x] fluxx.uk.com   @fluxxstudios
/     Luxury by its very nature can                                          mean limiting your business                  ...
Paths to        Commercialisation               DIVERSIFICATION      [x] fluxx.uk.com   @fluxxstudios
‘The Worst Case Scenario’[x] fluxx.uk.com   @fluxxstudios
What about direct sales?[x] fluxx.uk.com   @fluxxstudios
Direct Marketing: Toughest Test[x] fluxx.uk.com   @fluxxstudios
Direct Marketing: “Thank you”[x] fluxx.uk.com   @fluxxstudios
Industrialisation of luxury[x] fluxx.uk.com   @fluxxstudios
Industrialisation of luxury[x] fluxx.uk.com   @fluxxstudios
Industrialisation of luxury[x] fluxx.uk.com   @fluxxstudios
It’s nothing new, but…[x] fluxx.uk.com   @fluxxstudios
New Locations: Hermes Pop-up Store[x] fluxx.uk.com   @fluxxstudios
Hackney is the new Bicester![x] fluxx.uk.com   @fluxxstudios
Hackney: An old East London boozer and knitwear?                                    No real ale or folk music in site…[x] ...
Hackney: A prime luxury location…[x] fluxx.uk.com   @fluxxstudios
JW Anderson /     Paul Smith /   William Tempest /                  TopShop           Barbour        River IslandReach out...
Maison Martin Margiela / HM[x] fluxx.uk.com   @fluxxstudios
Ladies sold out at 10:00amPhysical / Digital[x] fluxx.uk.com   @fluxxstudios
The sale continues, just 23 hours later, on ebay![x] fluxx.uk.com   @fluxxstudios
Accessible but still elusive. Commercialisation without damaging the brand[x] fluxx.uk.com   @fluxxstudios
Changing with the times to attract customers[x] fluxx.uk.com   @fluxxstudios
In the box thinking…[x] fluxx.uk.com   @fluxxstudios
Changing with the times : Luxury travel[x] fluxx.uk.com   @fluxxstudios
Changing with the times : Augmented experience - St Regis[x] fluxx.uk.com   @fluxxstudios
Luxury BB?[x] fluxx.uk.com   @fluxxstudios
Challenging traditional luxury travel[x] fluxx.uk.com   @fluxxstudios
The question is…   Does the luxury paradox really mean growth   comes at the expense of your brand allure?[x] fluxx.uk.com ...
[x] fluxx.uk.com   @fluxxstudios
Telling stories is not new…[x] fluxx.uk.com   @fluxxstudios
The stereotype: Is it getting through to consumers?[x] fluxx.uk.com   @fluxxstudios
Brand stories are being told in unexpected ways                  “Gucci Gucci, Louis Louis, Fendi Fendi, Prada. Basic     ...
The audience has diversified in so many ways[x] fluxx.uk.com   @fluxxstudios
Deep cultural heritage can come through association[x] fluxx.uk.com   @fluxxstudios
The fluxx attributes                 þ	  Heritageof luxury                           þ	  Persons of Reputestorytelling   ...
Compare and contrastThe North Face                   Canada Goosehttp://youtu.be/Pqqu_SduTCI         http://youtu.be/XDRdO...
þ	  Heritage The fluxx attributes of luxury                                    þ	  Persons of Repute storytelling        ...
þ	   Persons of Repute  þ	   Iconic[x] fluxx.uk.com   @fluxxstudios
Breitling : Remaining Iconic[x] fluxx.uk.com   @fluxxstudios   http://youtu.be/5uzE--U7BBk
Chanel – A place in history[x] fluxx.uk.com   @fluxxstudios   http://youtu.be/tRQa33dqyxI
Tiffany  Co – heritage, craft, art  ‘pop’ icons[x] fluxx.uk.com   @fluxxstudios   http://youtu.be/sGVUPs1RzaE
þ	  Heritage Key attributes of luxury storytelling                                    þ	  Persons of Repute             ...
What about the new kids on the block?[x] fluxx.uk.com   @fluxxstudios
Customers as part of the story[x] fluxx.uk.com   @fluxxstudios
[x] fluxx.uk.com   @fluxxstudios
[x] fluxx.uk.com   @fluxxstudios
Rapha: Collecting stories[x] fluxx.uk.com   @fluxxstudios
Rapha: Collecting stories[x] fluxx.uk.com   @fluxxstudios
Inheriting heritage [x] fluxx.uk.com   @fluxxstudios
[x] fluxx.uk.com   @fluxxstudios
So the question is…    /  Can luxury storytelling transcend the          stereotype, and become important in          conn...
[x] fluxx.uk.com   @fluxxstudios
Fluxx is…       A product and service innovation company               /     Strategy, vision, experience design, content ...
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Fluxx Luxx : Talking luxury at Fluxx Studios

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On the 22nd November, a group of the most amazing brand names in the luxury sector came together to hear Fluxx's thoughts on the hot topics for luxury brands in 2013.

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Transcript of "Fluxx Luxx : Talking luxury at Fluxx Studios"

  1. 1. fluxx studios, down the lane from St Paul’s Cathedral 22nd November 2012[x] fluxx.uk.com @fluxxstudios
  2. 2. Fluxx is… A product and service innovation company /  Strategy, vision, experience design, content /  Incubation, Labs, and lean product development [x] fluxx.uk.com @fluxxstudios
  3. 3. [x] fluxx.uk.com @fluxxstudios
  4. 4. FLUXURY FORTUNES 1 MERCEDES-BENZ 30.1bn 2 BMW 29.1bn 3 LOUIS VUITTON 23.6bn 4 GUCCI 9.4bn 5 AUDI 7.2bn 6 HERMES 6.2bn 7 CARTIER 5.5bn 8 TIFFANY 5.2bn 9 PORSCHE 5.1bn10 BURBERRY 4.3bn
  5. 5. [x] fluxx.uk.com @fluxxstudios
  6. 6. [x] fluxx.uk.com @fluxxstudios
  7. 7. /  Heritage /  Service /  Craftsmanship, design or quality /  Exclusivity /  High costThe key luxury attributes[x] fluxx.uk.com @fluxxstudios
  8. 8. Omni-­‐Channel   Commercialisa0on   Storytelling   This evening is about looking at the hot topics for 2013[x] fluxx.uk.com @fluxxstudios
  9. 9. Omni-­‐Channel   Commercialisa0on   Storytelling   “Omni-Shambles”[x] fluxx.uk.com @fluxxstudios
  10. 10. Omni-­‐Channel   Commercialisa0on   Storytelling   The tension between restrictive marketing agreements, and consumers’ increasing attitude that the ‘channel’ within which they transact is irrelevant. /  The history and future of luxury brands’ attitudes towards transactional capability across all channels[x] fluxx.uk.com @fluxxstudios
  11. 11. Omni-­‐Channel   Commercialisa0on   Storytelling   How to grow a luxury business, yet retain its core allure, values and prestige /  A look at the different ways in which businesses are approaching this whilst trying to avoid some of the pitfalls[x] fluxx.uk.com @fluxxstudios
  12. 12. It’s not all red carpet[x] fluxx.uk.com @fluxxstudios
  13. 13. Kazakhstan: a hidden gem[x] fluxx.uk.com @fluxxstudios
  14. 14. Oman: a small but growing market[x] fluxx.uk.com @fluxxstudios
  15. 15. Mongolia: a thriving economy[x] fluxx.uk.com @fluxxstudios
  16. 16. [x] fluxx.uk.com @fluxxstudios
  17. 17. Omni-­‐Channel   Commercialisa0on   Storytelling   Sometimes it’s just about new ways of approaching your home market /  A look at the different ways in which businesses are approaching this whilst trying to avoid some of the pitfalls[x] fluxx.uk.com @fluxxstudios
  18. 18. Omni-­‐Channel   Commercialisa0on   Storytelling   Telling stories is rapidly become the defacto way to communicate luxury and engage customers /  We’ll sample some different approaches to telling stories, and what to do if you don’t have any stories to tell![x] fluxx.uk.com @fluxxstudios
  19. 19. Omni-­‐Channel   Commercialisa0on   Storytelling   Three pillars of debate Three quick hits of stimulus, each followed by a lively debate, and a quick wrap-up at the end[x] fluxx.uk.com @fluxxstudios
  20. 20. [x] fluxx.uk.com @fluxxstudios
  21. 21. An evolutionary journey[x] fluxx.uk.com @fluxxstudios
  22. 22. “Online, is not luxury”[x] fluxx.uk.com @fluxxstudios
  23. 23. The early adopter[x] fluxx.uk.com @fluxxstudios
  24. 24. The failed venture [x] fluxx.uk.com @fluxxstudios
  25. 25. A solution… buy a start-up?[x] fluxx.uk.com @fluxxstudios
  26. 26. A solution… partner[x] fluxx.uk.com @fluxxstudios
  27. 27. “O2O” Brand Experience[x] fluxx.uk.com @fluxxstudios
  28. 28. Anticipating need[x] fluxx.uk.com @fluxxstudios
  29. 29. Clinique iPad [x] fluxx.uk.com @fluxxstudios
  30. 30. But Chanel still hesitant[x] fluxx.uk.com @fluxxstudios
  31. 31. The omni-channel poster child[x] fluxx.uk.com @fluxxstudios
  32. 32. In-store service, but online[x] fluxx.uk.com @fluxxstudios
  33. 33. Reinventing the experience[x] fluxx.uk.com @fluxxstudios
  34. 34. Blend of physical digital[x] fluxx.uk.com @fluxxstudios
  35. 35. Burberry : LFW SS 2013[x] fluxx.uk.com @fluxxstudios
  36. 36. [x] fluxx.uk.com @fluxxstudios
  37. 37. [x] fluxx.uk.com @fluxxstudios
  38. 38. Debate Question:Should luxury brands still be afraid ofthe buy now button?[x] fluxx.uk.com @fluxxstudios
  39. 39. [x] fluxx.uk.com @fluxxstudios
  40. 40. /  Luxury by its very nature can mean limiting your business /  So what are the paths to growth? /  Can you have a commercial focus while avoiding the pitfallsThe Luxury Paradox and potential risk to brand?[x] fluxx.uk.com @fluxxstudios
  41. 41. Paths to Commercialisation DIVERSIFICATION [x] fluxx.uk.com @fluxxstudios
  42. 42. ‘The Worst Case Scenario’[x] fluxx.uk.com @fluxxstudios
  43. 43. What about direct sales?[x] fluxx.uk.com @fluxxstudios
  44. 44. Direct Marketing: Toughest Test[x] fluxx.uk.com @fluxxstudios
  45. 45. Direct Marketing: “Thank you”[x] fluxx.uk.com @fluxxstudios
  46. 46. Industrialisation of luxury[x] fluxx.uk.com @fluxxstudios
  47. 47. Industrialisation of luxury[x] fluxx.uk.com @fluxxstudios
  48. 48. Industrialisation of luxury[x] fluxx.uk.com @fluxxstudios
  49. 49. It’s nothing new, but…[x] fluxx.uk.com @fluxxstudios
  50. 50. New Locations: Hermes Pop-up Store[x] fluxx.uk.com @fluxxstudios
  51. 51. Hackney is the new Bicester![x] fluxx.uk.com @fluxxstudios
  52. 52. Hackney: An old East London boozer and knitwear? No real ale or folk music in site…[x] fluxx.uk.com @fluxxstudios
  53. 53. Hackney: A prime luxury location…[x] fluxx.uk.com @fluxxstudios
  54. 54. JW Anderson / Paul Smith / William Tempest / TopShop Barbour River IslandReach out through partnering[x] fluxx.uk.com @fluxxstudios
  55. 55. Maison Martin Margiela / HM[x] fluxx.uk.com @fluxxstudios
  56. 56. Ladies sold out at 10:00amPhysical / Digital[x] fluxx.uk.com @fluxxstudios
  57. 57. The sale continues, just 23 hours later, on ebay![x] fluxx.uk.com @fluxxstudios
  58. 58. Accessible but still elusive. Commercialisation without damaging the brand[x] fluxx.uk.com @fluxxstudios
  59. 59. Changing with the times to attract customers[x] fluxx.uk.com @fluxxstudios
  60. 60. In the box thinking…[x] fluxx.uk.com @fluxxstudios
  61. 61. Changing with the times : Luxury travel[x] fluxx.uk.com @fluxxstudios
  62. 62. Changing with the times : Augmented experience - St Regis[x] fluxx.uk.com @fluxxstudios
  63. 63. Luxury BB?[x] fluxx.uk.com @fluxxstudios
  64. 64. Challenging traditional luxury travel[x] fluxx.uk.com @fluxxstudios
  65. 65. The question is… Does the luxury paradox really mean growth comes at the expense of your brand allure?[x] fluxx.uk.com @fluxxstudios
  66. 66. [x] fluxx.uk.com @fluxxstudios
  67. 67. Telling stories is not new…[x] fluxx.uk.com @fluxxstudios
  68. 68. The stereotype: Is it getting through to consumers?[x] fluxx.uk.com @fluxxstudios
  69. 69. Brand stories are being told in unexpected ways “Gucci Gucci, Louis Louis, Fendi Fendi, Prada. Basic bitches wear that shit so I dont even bother”[x] fluxx.uk.com @fluxxstudios
  70. 70. The audience has diversified in so many ways[x] fluxx.uk.com @fluxxstudios
  71. 71. Deep cultural heritage can come through association[x] fluxx.uk.com @fluxxstudios
  72. 72. The fluxx attributes þ  Heritageof luxury þ  Persons of Reputestorytelling þ  Craftsmanship þ  Quality[x] fluxx.uk.com þ  Iconic @fluxxstudios
  73. 73. Compare and contrastThe North Face Canada Goosehttp://youtu.be/Pqqu_SduTCI http://youtu.be/XDRdOpdwKBc[x] fluxx.uk.com @fluxxstudios
  74. 74. þ  Heritage The fluxx attributes of luxury þ  Persons of Repute storytelling þ  Craftsmanship þ  Quality[x] fluxx.uk.com þ  Iconic @fluxxstudios
  75. 75. þ   Persons of Repute þ   Iconic[x] fluxx.uk.com @fluxxstudios
  76. 76. Breitling : Remaining Iconic[x] fluxx.uk.com @fluxxstudios http://youtu.be/5uzE--U7BBk
  77. 77. Chanel – A place in history[x] fluxx.uk.com @fluxxstudios http://youtu.be/tRQa33dqyxI
  78. 78. Tiffany Co – heritage, craft, art ‘pop’ icons[x] fluxx.uk.com @fluxxstudios http://youtu.be/sGVUPs1RzaE
  79. 79. þ  Heritage Key attributes of luxury storytelling þ  Persons of Repute þ  Craftsmanship þ  Quality[x] fluxx.uk.com þ  Iconic @fluxxstudios
  80. 80. What about the new kids on the block?[x] fluxx.uk.com @fluxxstudios
  81. 81. Customers as part of the story[x] fluxx.uk.com @fluxxstudios
  82. 82. [x] fluxx.uk.com @fluxxstudios
  83. 83. [x] fluxx.uk.com @fluxxstudios
  84. 84. Rapha: Collecting stories[x] fluxx.uk.com @fluxxstudios
  85. 85. Rapha: Collecting stories[x] fluxx.uk.com @fluxxstudios
  86. 86. Inheriting heritage [x] fluxx.uk.com @fluxxstudios
  87. 87. [x] fluxx.uk.com @fluxxstudios
  88. 88. So the question is… /  Can luxury storytelling transcend the stereotype, and become important in connecting and emotionally engaging with customers old and new?[x] fluxx.uk.com @fluxxstudios
  89. 89. [x] fluxx.uk.com @fluxxstudios
  90. 90. Fluxx is… A product and service innovation company /  Strategy, vision, experience design, content /  Incubation, Labs, and lean product development Come and chat: embrace@fluxx.uk.com[x] fluxx.uk.com @fluxxstudios
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