Luxury Evolved: Craft to Symbol

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I gave a talk at the luxury marketing summit.

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Luxury Evolved: Craft to Symbol

  1. 1. Genius Steals Presentations “What Miuccia Said” Luxury Marketing Summit @FarisTuesday, October 16, 2012
  2. 2. I have been: Digital Ninja // Chief Innovation Officer Naked Communications MDC/kbs+p Founding Spy EVP Chief Technology Strategist // Spies & Assassins McCann Erickson NY I will always beTuesday, October 16, 2012
  3. 3. 1. The Modern History of Luxury: craft to symbol 2. What Miuccia Said... 3. Socially LuxuriousTuesday, October 16, 2012
  4. 4. LV: Invented the flat top trunkTuesday, October 16, 2012
  5. 5. Craft and UtilityTuesday, October 16, 2012
  6. 6. Department Stores dis- intermediate the craftsmanTuesday, October 16, 2012
  7. 7. Flagship Stores fight backTuesday, October 16, 2012
  8. 8. What’s This? if you have to ask....Tuesday, October 16, 2012
  9. 9. The Classic Prada Backpack ...you’ll never know you could buy this there cheaply. In Montevarchi, Italy.Tuesday, October 16, 2012
  10. 10. From Craft To SymbolismTuesday, October 16, 2012
  11. 11. From Craft To SymbolismTuesday, October 16, 2012
  12. 12. What Miuccia said... Miuccia was a member of the communist party She has a PhD in political sciences And trained as a mime Before taking over her father’s leather goods business And turning it into a fashion houseTuesday, October 16, 2012
  13. 13. What Miuccia said... We were planning the launch of the first Prada fragrance It deals with these same issues - how can luxury brands be exclusive and accessible? What she said: [it was a while ago so paraphrasing here] Darling - no one will ever buy a Prada dress on the InternetTuesday, October 16, 2012
  14. 14. PrecisTuesday, October 16, 2012
  15. 15. “Darling - no one will ever buy a Prada dress on the Internet”Tuesday, October 16, 2012
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  21. 21. “The idea is to have very functional, very accessible luxury for the masses,” says Jesse McMillin, Virgin’s in-house design director.Tuesday, October 16, 2012
  22. 22. “Approximately 40 percent of all Japanese own a Vuitton product” Source: http://www.nytimes.com/2007/08/21/books/21kaku.html?_r=0 Can luxury be exclusive anymore?Tuesday, October 16, 2012
  23. 23. Because of luxury brands reticence to move digital> New online intermediaries are owning the direct relationships and shaping luxury brands in digital spaces. Social and Digital can help to resolve the tensions at the heart of luxury brand behavior in a mass affluent world. Allows brands to re-establish the direct relationships it used to have.Tuesday, October 16, 2012
  24. 24. Tuesday, October 16, 2012
  25. 25. Marc JacobsTuesday, October 16, 2012
  26. 26. #marcfamTuesday, October 16, 2012
  27. 27. Tuesday, October 16, 2012
  28. 28. New Luxury Top luxury brands - cited without prompting - TOP OF MIND - for high net-worth consumers 35 years of age and younger Source: http://luxuryinstitute.com/ ? <------Surprised it’s number one?Tuesday, October 16, 2012
  29. 29. Social as behavior not channel choice It’s not about Facebook/Twitter/Youtube &tc It’s about creating direct connections, using content and behavior to facilitate the dreams that luxury premiums are predicated on.Tuesday, October 16, 2012
  30. 30. farisyakob.com @farisTuesday, October 16, 2012

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