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TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
TheTrendwatch #10bis (luxury)
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TheTrendwatch #10bis (luxury)

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More Trends? Visit http://www.thetrendwatch.com or http://www.facebook.com/thetrendwatch

More Trends? Visit http://www.thetrendwatch.com or http://www.facebook.com/thetrendwatch

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  1. TheTrendWatch by FullSIX Group 1 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  2. Digital Luxury Digital and luxury share that value is immaterial: It's all about the level of perceived added value for the consumer. Therefore, luxury business decision makers should be inclined to take the right decisions. 2 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  3. Luxury Lover? 38 y.o. 52% male (EMEA average) 3 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  4. Digital life induces deep value changes... 4 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  5. Some things remain stable. Some others have changed. 5 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  6. Stable brand perception. VALUES Shift in consumer values. 6 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  7. Emotional Rational Success Heritage Confidence Expertise Wealth Reputation Elitism Quality Desirability Design Indulgence Materials Pleasure Manufacturing Reward Service 7 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  8. Elitism: Rent vs. Own 8 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  9. Desirability: Brand ethics 9 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  10. Wealth: Massclusivity 10 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  11. Reputation: Micro-specialized communities 11 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  12. Indulgence/Reward: Challenged by impulsive purchase Synchronized/Social shopping: 147% more time spent on the ecommerce website 12 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  13. Expertise: Omniscient Consumer 13 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  14. Service: Level of (free) excellence 14 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  15. Same contact points. MEDIA Radical Media Evolutions. 15 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  16. Store and Newspaper remain premium touch points... 16 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  17. Source: Microsoft Advertising - Luxury Lovers EMEA - Q3 2009 17 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  18. Luxury online… Media usage vs. Media spend 25% 10% 18 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  19. Source: Luxury Shopping Experience Study - Google & Unity Marketing - Q3 2009 19 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  20. Source: Luxury Shopping Experience Study - Google & Unity Marketing - Q3 2009 20 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  21. "Blogs, group(s) or individual Web sites are no longer the signs of a new era, but are an established reality for a whole new generation. As a large brand, we must be able to communicate to this new generation of adepts of the digital world." Corinne Delattre, International Communications Director, Cartier 21 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  22. Source: Microsoft Advertising - Luxury Lovers EMEA - Q3 2009 22 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  23. Source: Microsoft Advertising - Luxury Lovers EMEA - Q3 2009 23 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  24. The expectations about stores have changed. 24 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  25. 25 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  26. In France, any person over 13 is exposed to 38,6 multimedia screen per day (+13,9% compared to 2005) 26 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  27. Promotions have changed. 27 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  28. Talking objects (RFID, QRcodes…) 28 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  29. Magazines have changed. 29 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  30. 30 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  31. “Millions of people now own Kindles,” said Jeff Bezos, founder and CEO of Amazon.com. “And Kindle owners read, a lot: When we have both editions, we sell 6 Kindle books for every 10 physical books… This is year-to-date and includes only paid books.” 31 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  32. 32 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  33. USA 42 hours/week entertainment (all screens) 42 hours/week working 42 hours/week sleeping EUROPE 32 hours/week entertainment (all screens) 49 hours/week working 42 hours/week sleeping Sources: Council for Research Excellence and Nielsen, March 2009 33 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  34. 34 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  35. 35 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  36. 36 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  37. YouTube, 2nd search engine behind Google! This past month, October, 2009, there were a total of more than 3.7 Billion search queries on YouTube as measured by comScore. This represents and increase of more than 31 percent year over year (vs 2,580,000.000 queries in Oct. 2008) and an increase of 7% over just last month. Yahoo, although still the 3rd largest search engine, has now fallen more than 1 billion queries/mo behind YouTube. 37 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  38. @lternative TV @lternative TV @lternative TV + Camp. Mgt Traditional TV @lternative TV + Camp. Mgt + Engagement 100 120 50 120 50 144 60 180 spend impact spend impact spend impact spend impact ROI = 20% ROI = 140% ROI = 188% ROI = 200% Assuming TV campaigns have By reducing GRP costs per 2, By leveraging digital targeting +25% impact by leveraging 20% ROI,one spends 100 one can spend 50 and behavioral capabilities, interaction & engagement expecting an impact of 120 expecting the same impact impact can be increased by 20% beyond the video ad 38 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  39. Desktop experiences have changed 39 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  40. 40 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  41. Mobile is the New Online: apps + 4G 41 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  42. Offline media are connected 42 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  43. 43 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  44. Influent Bloggers are overrated 44 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  45. Buzz Marketing disappeared with the rise of structured social networks 45 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  46. Recession proof. BUSINESS Huge Online Opportunities. 46 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  47. Luxury sales: 5-15% online 95-85% offline 47 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  48. 48 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  49. 49 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  50. 50 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  51. 51 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  52. 52 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  53. In 2007, Tiffany's share of internet sales reached 10% In 2008, Tiffany's $141 million Bluenile.com $295.3 million Jomashop.com $46 million 53 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  54. Digital Roles... Inform Target Stimulate Lead Awareness Welcome Build Reward Admiration Entertain Ownership Converse Indulgence Exclusivity Luxury Brand Exploration Convey Quality Status Direct Purchase Vitalize Delight Replicate Personalize Consideration Inspire Assist Personalize 54 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  55. Tell a story. STRATEGIES Do great things. 55 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  56. Meaningful Marketing Be remarkable! In a world of too many options and too little time, our obvious choice is to ignore the ordinary. Unlimited Choice Free time and limited budget 56 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  57. Meaningful Marketing A cow is a cow… You don’t notice it. 57 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  58. Meaningful Marketing A pink cow is still a cow… But this simple attribute makes you want to speak about it. 58 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  59. 59 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  60. 60 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  61. Meaningful Marketing Added value If you act instead of communicate for the consumer to express a message, you increase not only the perception of your brand but also the added value you bring Do to your consumer! You drive them to seek the next interaction. Declare Perceived Brand Value 61 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  62. 62 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  63. Paid/Earned media: Attention Marketing 63 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  64. 64 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  65. Social CRM: Influence Marketing 2007 Facebook users = population of Italy (50 million) 2008 Facebook users = population of Russia (140 million) 2009 Facebook users = population of USA (350 million) 65 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  66. Is the luxury watch audience on social media? Hublot 68.1% Audemars Piguet 56.1% TAG Heuer 55.9% Omega 56.3% Jaeger-Lecoutre 46.6% Rolex 38.5% Breguet 38.5% Longines 39.6% (% of the website visitors that have been on facebook within the last month) 66 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  67. 67 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  68. 68 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  69. 69 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  70. 70 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  71. 71 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  72. During the main engagement period, Traackr’s reports showed that mentions of the Honda Insight among the Top Influencers increased by 300% and estimated coverage increased by 675%! 72 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  73. 73 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  74. New Circle of Influence: Exclusive Social Networks 74 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  75. 75 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  76. IN early November, Burberry deployed a new Web site, artofthetrench.com, that presents street-level views of men and women in their trench coats. Scott Schuman, creator of the popular Sartorialist blog, photographed the first batch of images, and then people began submitting their own. “They’re still coming in,” said Sarah Manley, senior vice president for marketing and communications at Burberry. So far, there have been 3.7 million picture views. 76 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  77. 77 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  78. Social Targeting Research at NYU: Studies conducted by AT&T Research Labs/ NYU Stern Studied effectiveness of telemarketing & direct mail Compared traditional targeting methods to ‘Network Neighbor’ effect Consumers in contact with current customer 3-5x more likely to respond Increased reach to new customers not reached via traditional method 78 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  79. Social Targeting With our partner Identifying your customers/ambassadors based on behavior (buying/exposure) Finding out who is most closely connected to your customers (their social graph) Using this social graph to target ads to your customers’ closest friends Theses friends become customers and the cycle continues... !"#$%&'()*#+,(('+-#.&-/# 3"#4,+&01#2')&0#5*'%*#6&*&-#7,5%#*&-'"# 8"#9#+5*-,2#05)&'(+'# '0+/#,-/'%#,(#*,+&01#2')&0# ,:#';&*<(=#+5*-,2'%*#># *&-'*"# -/'&%#?@A4B4C#:%&'()*#&*# -%0+D&(=# +%'0-')# EFGB@# 79 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  80. Social Targeting With our partner Identifying your customers/ambassadors based on behavior (buying/exposure) Finding out who is most closely connected to your customers (their social graph) Using this social graph to target ads to your customers’ closest friends Theses friends become customers and the cycle continues... Ranking based on: Recency, frequency, and reciprocity. 80 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  81. Social Targeting With our partner Identifying your customers/ambassadors based on behavior (buying/exposure) Finding out who is most closely connected to your customers (their social graph) Using this social graph to target ads to your customers’ closest friends Theses friends become customers and the cycle continues... 6"#$%&'%#7',8#+,-'#3-%*,8#.-0)&/3&## !"#$%&'%#()%)*#+,-'#%)*&#./0#!"#$%"& 9&:)%5/;#3-%*,8&'%#./0#*2&)'#7')&/0%<#()%)*# #'()$%"*(&1#*2&#3+34&#3,/5/-&%"# +&,+*-#.,+-/0&%"1.+&(.)"# 81 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  82. Social Targeting With our partner Identifying your customers/ambassadors based on behavior (buying/exposure) Finding out who is most closely connected to your customers (their social graph) Using this social graph to target ads to your customers’ closest friends Theses friends become customers and the cycle continues... !"#$%&'#$()"*#% +%,*-"./#% 0"1%&'#$()"*#% +%,*-"./#% 23"%&456"% &(.7.'"#%8% 82 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  83. Focus on you brand Digital ID Additional Impact ! & Reach! RSS! Email signatures! ID! Time ! & Effort! Phase 1! Phase 2! Phase 3! Quickwin! Core business! Best Practices! 83 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  84. Integrated Media Planing: Bowling vs. Pinball 84 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  85. Next Steps? Online is not magic/everything Setup a premium digital ID for your brand Your target is online: Find out where, when, why Monitor the existing conversation around your brand Define your KPI's linked with business objectives (vs. online PR only) Move fast vs. move big Don't follow best practices: Experiment! Reconsider old media planning habits (SEM, alternative TV, digital press, social media...) Go mobile Do vs. Tell (Focus on added value, choice, functionality, and convenience) Make us dream! 85 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization
  86. Thank You! TheTrendWatch by FullSIX Group TheTrendWatch.com facebook.com/TheTrendWatch twitter.com/TheTrendWatch youtube.com/TheTrendWatch 86 TheTrendWatch.com © FullSIX Group - All rights reserved, no reproduction or diffusion without written authorization

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