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“ Designing   Luxury business   for the XXIth century ”        -  Isabelle George -	  
«	  IF   EVERY TERRITORY IS DEFINED BY A LINE,LUXURY WOULD BE AN EXTREME HORIZON	  »            Christophe Pillet, Designer
WHAT      IS   LUXURY?                                                  VISIONNARY                                        ...
LUXURY   IS VISIONARYVISIONNAIRE IS A MULTI-FORMAT ALBUM OF FASHION AND ART    PRODUCED IN EXCLUSIVE NUMBERED LIMITED EDIT...
LUXURY           IS INACCESSIBLETHE VIRTUAL BAG OF ORA-ITO TRANSFORMS LUXURYINTO A INACCESSIBLE PHANTASM, NEVER FULFILLED....
LUXURY    IS AUTHENTIC            AUTHENTIC:   OF THE ORIGIN, AUTHOR CERTIFIED“ Designing   Luxury Business for the XXIth ...
LUXURY        IS UNIQUENESS  DESIGNED BY BULGARI TO BE UNIQUE                AS A MASTER PIECE“ Designing   Luxury Busines...
LUXURY           IS ASPIRATIONAL       HERMÈS REVISITS FAIRY TALESTAKING US TO THE DREAMING WORLD…“ Designing   Luxury Bus...
LUXURY   IS ELEGANTSTARK REDECORATING THE ROYAL MONCEAU,                 2010  “ Designing   Luxury Business for the XXIth...
LUXURY            IS SPECTACULARFASHION SHOW CHANEL AT GRAND PALAIS,               2006 “ Designing   Luxury Business for ...
LUXURY   IS PERENNIAL                 LOUIS VUITTON,       SUITCASE MAKER SINCE           1854“ Designing   Luxury Busines...
CURRENT                   BUSINESS TRENDS STORE1.  Internal expansion               PRODUCT2.  Network Intensification     ...
STORE               STORE              1.  Internal expansion              2.  Network Intensification              3.  Eph...
1.  INTERNATIONAL            EXPANSIONIN 2010, HERMÈS IS IN THE 5 CONTINENTS “ Designing   Luxury Business for the XXIth c...
2.  NETWORK INTENSIFICATIONIN 2010, GUCCI HAS 283 STORES IN THE WORLD   “ Designing   Luxury Business for the XXIth centur...
3.  EPHEMERALPOP-UP STORE LOUIS VUITTON X COMME DES GARÇONS, TOKYO, 2008                        POP-UP STORE C. LOUBOUTIN,...
CURRENT                   BUSINESS TRENDS              PRODUCT              4.  Brand stretching              5.  Basic mo...
4.  BRAND     STRETCHINGBRANDS’ TERRITORY BECOMES LARGER AND LARGER    “ Designing   Luxury Business for the XXIth century...
5.  BASIC MOODWHEN LUXURY BRANDS INVEST OUR DAILY LIFE  “ Designing   Luxury Business for the XXIth century ”             ...
6.  ARTISTIC    INSPIRATIONLOUIS VUITTON & MURAKAMI                              TIFFANY&CO. & PALOMA PICASSO         BACC...
7.  CO-BRANDING                         &   TWO BRANDS, TO BE STRONGER…“ Designing   Luxury Business for the XXIth century...
CURRENT                   BUSINESS TRENDS              CUSTOMER              8.  Lifestyle              9.  Accessibility ...
8.  LIFESTYLEFENDI CASA                                               FENDI LIFE-STYLE             WHEN BRANDS CREATE THE ...
9.  ACCESSIBILITY190 000€   BAG DIAMOND FOREVER                                            6 000 000€      IMPORTANT TIFFA...
10. ENDORSEMENT    THE NEW SPOKESMEN OF LUXURY“ Designing   Luxury Business for the XXIth century ”              25	  
11.  DIGITALISMMARC JACOBS WEBSITE                                                           MARC JACOBS WEB 2.0          ...
GAP                  DEEPENING BETWEEN VALUES                                                                   &    TREND...
GAP      DEEPENING BETWEEN VALUES                                   &    TRENDSINACCESSIBILITY ?                          ...
GAP      DEEPENING BETWEEN VALUES                                                &       TRENDSVISIONARY ?                ...
GAP      DEEPENING BETWEEN VALUES                                &   TRENDSSPECTACULAR ?    HOW TO RECREATE SENSATIONAL FE...
GAP     DEEPENING BETWEEN VALUES                                                  &      TRENDSPERENNIAL ?                ...
GAP     DEEPENING BETWEEN VALUES                                &   TRENDSELEGANT ?            IS ELEGANCE ONLY A MATTER O...
GAP      DEEPENING BETWEEN VALUES                                &   TRENDSUNIQUENESS ?    HOW TO SUSTAIN SINGULARITY THRO...
GAP    DEEPENING BETWEEN VALUES                                &   TRENDSASPIRATIONAL ?          DOES LUXURY STILL MANAGE ...
GAP   DEEPENING BETWEEN VALUES                                                                       &         TRENDSHOME-...
LUXURY                 BUSINESS           MUST     EVOLVE…                                                      TO LEAD   ...
THE           MAIN STAKES OF A                          NEW LUXURY…                                NEW LUXURY             ...
NEW        CONNECTION                                                  HOW TO REACH                                       ...
NEW   CONNECTION  RALPH LAUREN ‘S 4-DIMENSIONAL EXPERIENCE, MADISON AVENUE 2010	  RALPH LAUREN ENLIVENS THE WALLS IN A SPE...
NEW   CONNECTIONVIKTOR & ROLF’S VIRTUAL FASHION	  SHOW,	  SPRING-­‐SUMMER	  2009	           VIKTOR & ROLF’S               ...
NEW   CONNECTIONBOUCHERON VIRTUAL RINGS,	  2010	                       MY BOUCHERON WEBSITE BRINGS LUXURY AT HOME         ...
NEW      ASPIRATION                                SUSTAINABLE LUXURY                              From a “need of sustain...
NEW   ASPIRATIONTESLA CAR, 2003                  WHEN LUXURY MEETS ENVIRONMENT CONCERN                    “ Designing   Lu...
NEW   ASPIRATION                 “WITH LITTON FURNITURE WE WANT TO ESTABLISH                     A MODEL OF DESIRABLE SUST...
NEW   ASPIRATION“ BE SUSTAINABLE AND DESIRABLE AT THE SAME TIME” ÉMOI INFINI DE EXTRÊME PARIS, 2010       THE FIRST PERFUM...
SO……	  HOW   TO DESIGN THE                      NEW LUXURY     FOR THE               XXITH            CENTURY ? 	         ...
WHO         ARE WE?                                   DESIGNING your SUSTAINABILITYHELIXA    HELPS THE TOMORROW LEADERS DE...
CONTACT     ISABELLE GEORGEibg@helixaventures.com     (+33)6 62 92 05 59“ Designing   Luxury Business for the XXIth centur...
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Designing luxury for the XXI th century

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Luxury business holds the key assets to be the most convincing model to face the sustainable challenges and the technology revolution of the 21th century.

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Transcript of "Designing luxury for the XXI th century"

  1. 1. “ Designing Luxury business for the XXIth century ” -  Isabelle George -  
  2. 2. «  IF EVERY TERRITORY IS DEFINED BY A LINE,LUXURY WOULD BE AN EXTREME HORIZON  » Christophe Pillet, Designer
  3. 3. WHAT IS LUXURY? VISIONNARY AVANT-GARDIST, IDEALISTIC PERENNIAL INACCESSIBLE DURABLE, RESILIENT RARE, EXCLUSIVE SPECTACULAR LUXURY HAND-CRAFTEDSURPRISING, PHENOMENAL, UNUSUAL REMARKABLE, EXCELLENT, AUTHENTIC IS … ELEGANT ASPIRATIONAL AESTHETIC, DISTINGUISHED, MYTHIC, LEGENDARY UNIQUENESS PRIVILEGE “ Designing Luxury Business for the XXIth century ” 3  
  4. 4. LUXURY IS VISIONARYVISIONNAIRE IS A MULTI-FORMAT ALBUM OF FASHION AND ART PRODUCED IN EXCLUSIVE NUMBERED LIMITED EDITION “ Designing Luxury Business for the XXIth century ” 4  
  5. 5. LUXURY IS INACCESSIBLETHE VIRTUAL BAG OF ORA-ITO TRANSFORMS LUXURYINTO A INACCESSIBLE PHANTASM, NEVER FULFILLED... “ Designing Luxury Business for the XXIth century ” 5  
  6. 6. LUXURY IS AUTHENTIC AUTHENTIC: OF THE ORIGIN, AUTHOR CERTIFIED“ Designing Luxury Business for the XXIth century ” 6  
  7. 7. LUXURY IS UNIQUENESS DESIGNED BY BULGARI TO BE UNIQUE AS A MASTER PIECE“ Designing Luxury Business for the XXIth century ” 7  
  8. 8. LUXURY IS ASPIRATIONAL HERMÈS REVISITS FAIRY TALESTAKING US TO THE DREAMING WORLD…“ Designing Luxury Business for the XXIth century ” 8  
  9. 9. LUXURY IS ELEGANTSTARK REDECORATING THE ROYAL MONCEAU, 2010 “ Designing Luxury Business for the XXIth century ” 9  
  10. 10. LUXURY IS SPECTACULARFASHION SHOW CHANEL AT GRAND PALAIS, 2006 “ Designing Luxury Business for the XXIth century ” 10  
  11. 11. LUXURY IS PERENNIAL LOUIS VUITTON, SUITCASE MAKER SINCE 1854“ Designing Luxury Business for the XXIth century ” 11  
  12. 12. CURRENT BUSINESS TRENDS STORE1.  Internal expansion PRODUCT2.  Network Intensification 4.  Brand stretching CUSTOMER3.  Ephemeral 5.  Basic mood 8.  Lifestyle 6.  Artisitic inspiration 9.  Accessibility 7.  Co-branding 10.  Endorsement 11.  Digitalism “ Designing Luxury Business for the XXIth century ” 12  
  13. 13. STORE STORE 1.  Internal expansion 2.  Network Intensification 3.  Ephemeral“ Designing Luxury Business for the XXIth century ” 13  
  14. 14. 1.  INTERNATIONAL EXPANSIONIN 2010, HERMÈS IS IN THE 5 CONTINENTS “ Designing Luxury Business for the XXIth century ” 14  
  15. 15. 2.  NETWORK INTENSIFICATIONIN 2010, GUCCI HAS 283 STORES IN THE WORLD “ Designing Luxury Business for the XXIth century ” 15  
  16. 16. 3.  EPHEMERALPOP-UP STORE LOUIS VUITTON X COMME DES GARÇONS, TOKYO, 2008 POP-UP STORE C. LOUBOUTIN, BEIJING, 2010 THE POP-UP STORES OR THE STAGE SETTING OF THE PRODUCTS “ Designing Luxury Business for the XXIth century ” 16  
  17. 17. CURRENT BUSINESS TRENDS PRODUCT 4.  Brand stretching 5.  Basic mood 6.  Artisitic inspiration 7.  Co-branding“ Designing Luxury Business for the XXIth century ” 17  
  18. 18. 4.  BRAND STRETCHINGBRANDS’ TERRITORY BECOMES LARGER AND LARGER “ Designing Luxury Business for the XXIth century ” 18  
  19. 19. 5.  BASIC MOODWHEN LUXURY BRANDS INVEST OUR DAILY LIFE “ Designing Luxury Business for the XXIth century ” 19  
  20. 20. 6.  ARTISTIC INSPIRATIONLOUIS VUITTON & MURAKAMI TIFFANY&CO. & PALOMA PICASSO BACCARAT & STARKS WHEN ARTISTS GIVE SOME NEW BREATH TO BRANDS IMAGINARY. “ Designing Luxury Business for the XXIth century ” 20  
  21. 21. 7.  CO-BRANDING & TWO BRANDS, TO BE STRONGER…“ Designing Luxury Business for the XXIth century ” 21  
  22. 22. CURRENT BUSINESS TRENDS CUSTOMER 8.  Lifestyle 9.  Accessibility 10.  Endorsement 11.  Digitalism“ Designing Luxury Business for the XXIth century ” 22  
  23. 23. 8.  LIFESTYLEFENDI CASA FENDI LIFE-STYLE WHEN BRANDS CREATE THE TOTAL LOOK! “ Designing Luxury Business for the XXIth century ” 23  
  24. 24. 9.  ACCESSIBILITY190 000€ BAG DIAMOND FOREVER 6 000 000€ IMPORTANT TIFFANY DIAMOND RING 50€ CHANEL TATOO, 100€ RETURN TO TIFFANY PENDANT WHEN LUXURY BECOMES AFFORDABLE… “ Designing Luxury Business for the XXIth century ” 24  
  25. 25. 10. ENDORSEMENT THE NEW SPOKESMEN OF LUXURY“ Designing Luxury Business for the XXIth century ” 25  
  26. 26. 11.  DIGITALISMMARC JACOBS WEBSITE MARC JACOBS WEB 2.0 THE NEW INTERFACES OF LUXURY “ Designing Luxury Business for the XXIth century ” 26  
  27. 27. GAP DEEPENING BETWEEN VALUES & TRENDS LUXURY VALUES LUXURY TRENDS VISIONNARY STORE AVANT-GARDIST, IDEALISTIC PERENNIAL INACCESSIBLE PRODUCT DURABLE, RESILIENT RARE, EXCLUSIVE 1.  Internal expansion 2.  Network CUSTOMER SPECTACULAR LUXURY HAND-CRAFTED Intensification 4.  Brand stretchingSURPRISING, PHENOMENAL, UNUSUAL IS … REMARKABLE, EXCELLENT, AUTHENTIC 5.  Basic mood 3.  Ephemeral 8.  Lifestyle ELEGANT ASPIRATIONAL 6.  Artisitic inspiration AESTHETIC, DISTINGUISHED, MYTHIC, LEGENDARY 9.  Accessibility 7.  Co-branding UNIQUENESS PRIVILEGE 10.  Endorsement 11.  Digitalism ARE LUXURY VALUES STILL LINKED WITH THE CURRENT LUXURY TRENDS ? “ Designing Luxury Business for the XXIth century ” 27  
  28. 28. GAP DEEPENING BETWEEN VALUES & TRENDSINACCESSIBILITY ? KEYRING, 105€ CAP, 35€ WHEN LUXURY BECOMES TOO AFFORDABLE, IS IT STILL INACCESSIBLE ? “ Designing Luxury Business for the XXIth century ” 28  
  29. 29. GAP DEEPENING BETWEEN VALUES & TRENDSVISIONARY ? HERMÈS & TOKUJIN YOSHIOKA WHY LUXURY NEEDS ARTISTS TO RENEW BRANDS’ IMAGINARY ? “ Designing Luxury Business for the XXIth century ” 29  
  30. 30. GAP DEEPENING BETWEEN VALUES & TRENDSSPECTACULAR ? HOW TO RECREATE SENSATIONAL FEELINGS THROUGH THE INTERNET ? “ Designing Luxury Business for the XXIth century ” 30  
  31. 31. GAP DEEPENING BETWEEN VALUES & TRENDSPERENNIAL ? POP-UP STORE C. LOUBOUTIN, BEIJING, 2010 HOW SHIFTING TRENDS, POP UP STORES AND CAPSULE COLLECTIONS CAN BE SYNONYMOUS WITH LASTING IDENTITIES ? “ Designing Luxury Business for the XXIth century ” 31  
  32. 32. GAP DEEPENING BETWEEN VALUES & TRENDSELEGANT ? IS ELEGANCE ONLY A MATTER OF TASTE ? “ Designing Luxury Business for the XXIth century ” 32  
  33. 33. GAP DEEPENING BETWEEN VALUES & TRENDSUNIQUENESS ? HOW TO SUSTAIN SINGULARITY THROUGH DEEP DIVERSIFICATION ? “ Designing Luxury Business for the XXIth century ” 33  
  34. 34. GAP DEEPENING BETWEEN VALUES & TRENDSASPIRATIONAL ? DOES LUXURY STILL MANAGE TO MAKE US DREAM ? “ Designing Luxury Business for the XXIth century ” 34  
  35. 35. GAP DEEPENING BETWEEN VALUES & TRENDSHOME-CRAFTED ? “60%  OF  THE  LUXURY  PRODUCTS  ARE  MADE  IN  CHINA”   REDLUXURY.COM   IS THE LUXURY CRAFTSMANSHIP IN DANGER ? “ Designing Luxury Business for the XXIth century ” 35  
  36. 36. LUXURY BUSINESS MUST EVOLVE… TO LEAD THE XXITH CENTURYCURRENT BUSINESS DEVELOPMENTS THREATEN THE LUXURY IDENTITY,DEPRIVING ITS ESSENCE FROM ITS CORE VALUES… THE LUXURY BUSINESS MODEL HAS BEEN OVER-EXPLOITED AND REACHES ITS LIMITS ! HOW TO KEEP BEING VISIONARY ? HOW TO UPDATE THE LUXURY VALUES ? HOW TO THINK AHEAD THE COMING UPSWINGS ? HOW TO CREATE THE ASPIRATIONAL EXPERIENCES OF THE XXITH CENTURY ? “ Designing Luxury Business for the XXIth century ” 36  
  37. 37. THE MAIN STAKES OF A NEW LUXURY… NEW LUXURY MUST BE VISIONARY BY : -  Arousing aspirations -  Reinterpreting Myths -  Integrating New XXIth toolsNEW CONNECTION NEW ASPIRATION “ Designing Luxury Business for the XXIth century ” 37  
  38. 38. NEW CONNECTION HOW TO REACH THE DIGITAL NATIVE 3D VERY RICH? AUGMENTED REALITY INTERACTIVITY SHARED EXPERIENCE HOW TO OFFER A SAME LUXURY HOW TO INTEGRATELEVEL OF EXPERIENCE QUALITY TECHNOLOGY THE PRO-ACTIVE WITH DIFFERENT INTERFACES? & USES CONSUMERS? “SENSORIAL EXPERIENCE” SOCIAL MEDIA BRAND IMAGE WHAT DOES DIGITAL GAME BUSINESS “COMMUNITY” MEAN FOR LUXURY? “ Designing Luxury Business for the XXIth century ” 38  
  39. 39. NEW CONNECTION RALPH LAUREN ‘S 4-DIMENSIONAL EXPERIENCE, MADISON AVENUE 2010  RALPH LAUREN ENLIVENS THE WALLS IN A SPECTACULAR SHOW “ Designing Luxury Business for the XXIth century ” 39  
  40. 40. NEW CONNECTIONVIKTOR & ROLF’S VIRTUAL FASHION  SHOW,  SPRING-­‐SUMMER  2009   VIKTOR & ROLF’S FASHION SHOW IS ONLY PERFORMED IN THEIR WEBSITE “ Designing Luxury Business for the XXIth century ” 40  
  41. 41. NEW CONNECTIONBOUCHERON VIRTUAL RINGS,  2010   MY BOUCHERON WEBSITE BRINGS LUXURY AT HOME “ Designing Luxury Business for the XXIth century ” 41  
  42. 42. NEW ASPIRATION SUSTAINABLE LUXURY From a “need of sustainability” to the “aspiration for sustainability”... How to manage this shift ? NO IMPACT WELL BEING ECOSYSTEM How to reduce costs, How to adapt a product How to be integrated in upset feelings and the to delight oneself while an ecosystemimpact of manufacturing acting for its own and make it over the planet? well-being ? thrive? “ Designing Luxury Business for the XXIth century ” 42  
  43. 43. NEW ASPIRATIONTESLA CAR, 2003 WHEN LUXURY MEETS ENVIRONMENT CONCERN “ Designing Luxury Business for the XXIth century ” 43  
  44. 44. NEW ASPIRATION “WITH LITTON FURNITURE WE WANT TO ESTABLISH A MODEL OF DESIRABLE SUSTAINABLE LUXURY IN FURNITURE MAKING” ANDRÉE PUTMAN & TERENCE CONRANJACK IN THE BOX - LOW TABLE LA PLUME DE MA TANTE - DESKENGLISH WALNUT, SILVER BRASS AND LACQUER ENGLISH WALNUT AND LEATHER WHEN LUXURY CARES ABOUT THE MATERIAL SCARCITY “ Designing Luxury Business for the XXIth century ” 44  
  45. 45. NEW ASPIRATION“ BE SUSTAINABLE AND DESIRABLE AT THE SAME TIME” ÉMOI INFINI DE EXTRÊME PARIS, 2010 THE FIRST PERFUME TOTALLY ECO-CONCEIVED “ Designing Luxury Business for the XXIth century ” 45  
  46. 46. SO……  HOW TO DESIGN THE NEW LUXURY FOR THE XXITH CENTURY ?   “ Designing Luxury Business for the XXIth century ” 46  
  47. 47. WHO ARE WE? DESIGNING your SUSTAINABILITYHELIXA HELPS THE TOMORROW LEADERS DESIGNING A ISABELLE GEORGE WORKED ON 3 MULTINATIONALSPROFITABLE AND SUSTAINABLE STRATEGY. CUMULATING 23 YEARS OF EXPERIENCE.WE ACCOMPANY CHANGE WITH A CREATIVE AND BEFORE FOUNDING HELIXA, SHE WORKED AS VICEINNOVATIVE APPROACH BASED ON “DESIGN THINKING” . PRESIDENT OF PPR GROUP STRATEGY. AND HAD ALSO BEEN FNAC GROUP STRATEGY VICE PRESIDENT AND PPRBY THINKING OUT OF THE FRAME, WE ENVISION ACTUALSTAKES, WEAK SIGNALS AND FUTURE IMPACTS . IT VICE PRESIDENT .THE MOST FITTED PROJECT IS INDEED THE ONE WHICH WILL SHE HOLDS A DEGREE IN PHYSICAL ENGINEERING FROM ONE’S OF TOP FRENCH ENGINEERING UNIVERSITIES, INSABE ABLE TO INTEGRATE ALL THE STAKEHOLDERS’ DEMANDSGENERATING AT THE SAME TIME SHAREHOLDERS BENEFIT LYON, AS WELL AS A DEGREE IN STRATEGY FROM THE IFG. “ Designing Luxury Business for the XXIth century ” 47  
  48. 48. CONTACT ISABELLE GEORGEibg@helixaventures.com (+33)6 62 92 05 59“ Designing Luxury Business for the XXIth century ” 48  
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