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© 2009 Luxury Branding
      © 2010 Luxury Branding



Wednesday, 7 April 2010
Privé 2.0: Luxury Online




Wednesday, 7 April 2010
Direction brands have given
      Many luxury
       the cold shoulder to the web.
      Vision
      Purpose mantra of sc...
nee d no
             we  don’t
                     wide web!
              w orld

     © 2010 Luxury Branding



Wednes...
© 2010 Luxury Branding



Wednesday, 7 April 2010
In 2009 that all changed. Why?




     © 2010 Luxury Branding



Wednesday, 7 April 2010
Richard Fuld, Lehman Brothers
     © 2010 Luxury Branding



Wednesday, 7 April 2010
© 2010 Luxury Branding



Wednesday, 7 April 2010
5 Key Factors
     1. Mythbusted: the affluent don’t use the Internet or spend online
     2. Increasing broadband penetra...
Mythbusted
          The luxury consumer spends 13.5 hrs a week online (4.2 shopping!)
          94% of affluent America...
Mercedes: an exclusive Peer Network




     © 2010 Luxury Branding



Wednesday, 7 April 2010
Mercedes: an exclusive Peer Network




     © 2010 Luxury Branding



Wednesday, 7 April 2010
Mercedes: an exclusive Peer Network

                         You saw the storyboards.
                          You gave ...
Luxury Society: Trade Community




     © 2010 Luxury Branding



Wednesday, 7 April 2010
A Small World: Private Facebook




     © 2010 Luxury Branding



Wednesday, 7 April 2010
Richer Web Experiences




     © 2010 Luxury Branding



Wednesday, 7 April 2010
Richer Web Experiences




     © 2010 Luxury Branding



Wednesday, 7 April 2010
© 2010 Luxury Branding



Wednesday, 7 April 2010
© 2010 Luxury Branding



Wednesday, 7 April 2010
© 2010 Luxury Branding



Wednesday, 7 April 2010
© 2010 Luxury Branding



Wednesday, 7 April 2010
© 2010 Luxury Branding



Wednesday, 7 April 2010
© 2010 Luxury Branding



Wednesday, 7 April 2010
The Customisation is always Right




     © 2010 Luxury Branding



Wednesday, 7 April 2010
From Control to Conversation




     © 2010 Luxury Branding



Wednesday, 7 April 2010
© 2010 Luxury Branding



Wednesday, 7 April 2010
The Old Front Row




     © 2010 Luxury Branding



Wednesday, 7 April 2010
New Kids on the Block




     © 2010 Luxury Branding



Wednesday, 7 April 2010
Who’s the Tweetest of them all?


                                       Yesterday


                                     ...
Volte Face?




     © 2010 Luxury Branding



Wednesday, 7 April 2010
Volte Face?




                              1.01m




                                      653k   780k
                ...
Do you Facebook? Louis does.




     © 2010 Luxury Branding



Wednesday, 7 April 2010
Do YouTube? LV does.




     © 2010 Luxury Branding



Wednesday, 7 April 2010
Anyone for Twitter?




     © 2010 Luxury Branding



Wednesday, 7 April 2010
If you go down to the Dorchester today...




     © 2010 Luxury Branding



Wednesday, 7 April 2010
But it doesn’t end there…




     © 2010 Luxury Branding



Wednesday, 7 April 2010
iPhone Apps: Ralph Lauren




     © 2010 Luxury Branding



Wednesday, 7 April 2010
iPhone Apps: Ralph Lauren Rugby




     © 2010 Luxury Branding



Wednesday, 7 April 2010
iPhone Apps: Van Cleef & Arpels




     © 2010 Luxury Branding



Wednesday, 7 April 2010
Hot tip for Cape wine fundis




     © 2010 Luxury Branding



Wednesday, 7 April 2010
Hot tip for Cape wine fundis




     © 2010 Luxury Branding



Wednesday, 7 April 2010
Hot tip for Cape wine fundis




     © 2010 Luxury Branding



Wednesday, 7 April 2010
Hot tip for Cape wine fundis




     © 2010 Luxury Branding



Wednesday, 7 April 2010
Games




     © 2010 Luxury Branding



Wednesday, 7 April 2010
Podcasts




     © 2010 Luxury Branding



Wednesday, 7 April 2010
It’s about the sum of the parts




     © 2010 Luxury Branding



Wednesday, 7 April 2010
Digital IQ Index




     © 2010 Luxury Branding



Wednesday, 7 April 2010
Best of Breed




     © 2010 Luxury Branding



Wednesday, 7 April 2010
Digital IQ: Top 20




     © 2010 Luxury Branding



Wednesday, 7 April 2010
Good, Bad and the Ugly




     © 2010 Luxury Branding



Wednesday, 7 April 2010
Digital IQ: Evaluation criteria

              Measured across 15 dimensions grouped into four criteria:-

      1.      S...
7 steps to online heaven




     © 2010 Luxury Branding



Wednesday, 7 April 2010
1. Communicate the Dream




     © 2010 Luxury Branding



Wednesday, 7 April 2010
2. Serve Customers: One at a Time




     © 2010 Luxury Branding



Wednesday, 7 April 2010
3. Tell a Compelling Story




     © 2010 Luxury Branding



Wednesday, 7 April 2010
3. Tell a Compelling Story




     © 2010 Luxury Branding



Wednesday, 7 April 2010
4. Become a Cultural Tastemaker




     © 2010 Luxury Branding



Wednesday, 7 April 2010
5. Mine your own History




     © 2010 Luxury Branding



Wednesday, 7 April 2010
6. Exploit competitions, sponsorships etc.




     © 2010 Luxury Branding



Wednesday, 7 April 2010
6. Exploit competitions, sponsorships etc.




     © 2010 Luxury Branding



Wednesday, 7 April 2010
6. Exploit competitions, sponsorships etc.




     © 2010 Luxury Branding



Wednesday, 7 April 2010
7. Create an exclusive peer network




     © 2010 Luxury Branding



Wednesday, 7 April 2010
7. Create an exclusive peer network




     © 2010 Luxury Branding



Wednesday, 7 April 2010
Some luxury brands are beginning to
                              cross the chasm and embrace the
                        ...
© 2010 Luxury Branding



Wednesday, 7 April 2010
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Sala Privé Luxury Online

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Luxury Online: An overview of luxury brands and how they are choosing to interact and behave online

Published in: Business

Transcript of "Sala Privé Luxury Online"

  1. 1. © 2009 Luxury Branding © 2010 Luxury Branding Wednesday, 7 April 2010
  2. 2. Privé 2.0: Luxury Online Wednesday, 7 April 2010
  3. 3. Direction brands have given Many luxury the cold shoulder to the web. Vision Purpose mantra of scarcity and Their mystery has, to date, provided Values Mission relief from the tedious necessity of understanding the digital marketplace. Professor Scott Galloway NYU Stern & Founder, LuxuryLab © 2010 Luxury Branding Wednesday, 7 April 2010
  4. 4. nee d no we don’t wide web! w orld © 2010 Luxury Branding Wednesday, 7 April 2010
  5. 5. © 2010 Luxury Branding Wednesday, 7 April 2010
  6. 6. In 2009 that all changed. Why? © 2010 Luxury Branding Wednesday, 7 April 2010
  7. 7. Richard Fuld, Lehman Brothers © 2010 Luxury Branding Wednesday, 7 April 2010
  8. 8. © 2010 Luxury Branding Wednesday, 7 April 2010
  9. 9. 5 Key Factors 1. Mythbusted: the affluent don’t use the Internet or spend online 2. Increasing broadband penetration enables richer web experiences 3. Credit crunch forces brands to reconsider their Distribution and Marketing  Flagship stores, traditional PR, advertising, endorsements, sponsorships  Costly and generic  Leverage investment across multiple platforms 4. Customisation rules 5. Shift from “control” to “conversation” © 2010 Luxury Branding Wednesday, 7 April 2010
  10. 10. Mythbusted  The luxury consumer spends 13.5 hrs a week online (4.2 shopping!)  94% of affluent Americans surveyed agreed that “making a luxury brand available online does not cheapen” their opinion of the product or brand  Respondents who shopped online spent 5 times more than those that shopped in stores only ($114,632 vs. $22,813)  78% of affluent consumers have a profile on a social networking site  50% of affluents use social media to connect with brands Source: “How the Affluent Luxury Consumer uses the Internet and Social Media” Feb 2010 by Unity Marketing Base: 1,614 affluent consumers with an average income of $239,000 © 2010 Luxury Branding Wednesday, 7 April 2010
  11. 11. Mercedes: an exclusive Peer Network © 2010 Luxury Branding Wednesday, 7 April 2010
  12. 12. Mercedes: an exclusive Peer Network © 2010 Luxury Branding Wednesday, 7 April 2010
  13. 13. Mercedes: an exclusive Peer Network You saw the storyboards. You gave us feedback. You provided impact. Now this is your exclusive opportunity to see the final GLK commercials before they air... We’re really interested in your feedback © 2010 Luxury Branding Wednesday, 7 April 2010
  14. 14. Luxury Society: Trade Community © 2010 Luxury Branding Wednesday, 7 April 2010
  15. 15. A Small World: Private Facebook © 2010 Luxury Branding Wednesday, 7 April 2010
  16. 16. Richer Web Experiences © 2010 Luxury Branding Wednesday, 7 April 2010
  17. 17. Richer Web Experiences © 2010 Luxury Branding Wednesday, 7 April 2010
  18. 18. © 2010 Luxury Branding Wednesday, 7 April 2010
  19. 19. © 2010 Luxury Branding Wednesday, 7 April 2010
  20. 20. © 2010 Luxury Branding Wednesday, 7 April 2010
  21. 21. © 2010 Luxury Branding Wednesday, 7 April 2010
  22. 22. © 2010 Luxury Branding Wednesday, 7 April 2010
  23. 23. © 2010 Luxury Branding Wednesday, 7 April 2010
  24. 24. The Customisation is always Right © 2010 Luxury Branding Wednesday, 7 April 2010
  25. 25. From Control to Conversation © 2010 Luxury Branding Wednesday, 7 April 2010
  26. 26. © 2010 Luxury Branding Wednesday, 7 April 2010
  27. 27. The Old Front Row © 2010 Luxury Branding Wednesday, 7 April 2010
  28. 28. New Kids on the Block © 2010 Luxury Branding Wednesday, 7 April 2010
  29. 29. Who’s the Tweetest of them all? Yesterday 732,256 84,091 9,928 7,810 22,643 12,880 9,803 85,541 3,152 7,187 1,981 1,575 © 2010 Luxury Branding Wednesday, 7 April 2010
  30. 30. Volte Face? © 2010 Luxury Branding Wednesday, 7 April 2010
  31. 31. Volte Face? 1.01m 653k 780k 648k © 2010 Luxury Branding Wednesday, 7 April 2010
  32. 32. Do you Facebook? Louis does. © 2010 Luxury Branding Wednesday, 7 April 2010
  33. 33. Do YouTube? LV does. © 2010 Luxury Branding Wednesday, 7 April 2010
  34. 34. Anyone for Twitter? © 2010 Luxury Branding Wednesday, 7 April 2010
  35. 35. If you go down to the Dorchester today... © 2010 Luxury Branding Wednesday, 7 April 2010
  36. 36. But it doesn’t end there… © 2010 Luxury Branding Wednesday, 7 April 2010
  37. 37. iPhone Apps: Ralph Lauren © 2010 Luxury Branding Wednesday, 7 April 2010
  38. 38. iPhone Apps: Ralph Lauren Rugby © 2010 Luxury Branding Wednesday, 7 April 2010
  39. 39. iPhone Apps: Van Cleef & Arpels © 2010 Luxury Branding Wednesday, 7 April 2010
  40. 40. Hot tip for Cape wine fundis © 2010 Luxury Branding Wednesday, 7 April 2010
  41. 41. Hot tip for Cape wine fundis © 2010 Luxury Branding Wednesday, 7 April 2010
  42. 42. Hot tip for Cape wine fundis © 2010 Luxury Branding Wednesday, 7 April 2010
  43. 43. Hot tip for Cape wine fundis © 2010 Luxury Branding Wednesday, 7 April 2010
  44. 44. Games © 2010 Luxury Branding Wednesday, 7 April 2010
  45. 45. Podcasts © 2010 Luxury Branding Wednesday, 7 April 2010
  46. 46. It’s about the sum of the parts © 2010 Luxury Branding Wednesday, 7 April 2010
  47. 47. Digital IQ Index © 2010 Luxury Branding Wednesday, 7 April 2010
  48. 48. Best of Breed © 2010 Luxury Branding Wednesday, 7 April 2010
  49. 49. Digital IQ: Top 20 © 2010 Luxury Branding Wednesday, 7 April 2010
  50. 50. Good, Bad and the Ugly © 2010 Luxury Branding Wednesday, 7 April 2010
  51. 51. Digital IQ: Evaluation criteria Measured across 15 dimensions grouped into four criteria:- 1. Search Engine Optimisation 3. Leveraging the Medium – Traffic – Technology – Keyword competence – User interface – Web authority – Interactivity 2. Brand Translation 4. Social Media – Aesthetics – Presence on Facebook, YouTube – Mesaging and Twitter – Heritage – Mentions on blogs and other user-generated content – Corporate citizenship © 2010 Luxury Branding Wednesday, 7 April 2010
  52. 52. 7 steps to online heaven © 2010 Luxury Branding Wednesday, 7 April 2010
  53. 53. 1. Communicate the Dream © 2010 Luxury Branding Wednesday, 7 April 2010
  54. 54. 2. Serve Customers: One at a Time © 2010 Luxury Branding Wednesday, 7 April 2010
  55. 55. 3. Tell a Compelling Story © 2010 Luxury Branding Wednesday, 7 April 2010
  56. 56. 3. Tell a Compelling Story © 2010 Luxury Branding Wednesday, 7 April 2010
  57. 57. 4. Become a Cultural Tastemaker © 2010 Luxury Branding Wednesday, 7 April 2010
  58. 58. 5. Mine your own History © 2010 Luxury Branding Wednesday, 7 April 2010
  59. 59. 6. Exploit competitions, sponsorships etc. © 2010 Luxury Branding Wednesday, 7 April 2010
  60. 60. 6. Exploit competitions, sponsorships etc. © 2010 Luxury Branding Wednesday, 7 April 2010
  61. 61. 6. Exploit competitions, sponsorships etc. © 2010 Luxury Branding Wednesday, 7 April 2010
  62. 62. 7. Create an exclusive peer network © 2010 Luxury Branding Wednesday, 7 April 2010
  63. 63. 7. Create an exclusive peer network © 2010 Luxury Branding Wednesday, 7 April 2010
  64. 64. Some luxury brands are beginning to cross the chasm and embrace the internet. While some stare at the navel, there is a new generation of luxury professionals emerging who are purchasing key words, building e-commerce platforms, and embracing social media. These brands are growing online sales, creating evangelists, innovating, and connecting with a new generation of consumers. Professor Scott Galloway NYU Stern & Founder, LuxuryLab © 2010 Luxury Branding Wednesday, 7 April 2010
  65. 65. © 2010 Luxury Branding Wednesday, 7 April 2010

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