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February 7, 2007
                                                                            Luxury: New Guide to the Good...
The definition of the good life is changing.

It isn’t a strict exchange between an old guard of luxury goods and
a new on...
It’s a dynamic, freewheeling, and not always
easily categorized set of values and ideals.




                            ...
Sterile, edited environments are giving way to
color, texture, and character.
Jennifer Post   vs.   Lulu DK
Calvin Klein  ...
Exuberant, tongue-in-chic “rules” encourage
liveliness and moxie.




                                              Copyri...
Fur is trumped by cruelty-free and eco-fashion.




6
    Copyright ©2006 Fallon Worldwide. All rights reserved.
Why simply write a check when you can be
directly involved in your charity?

Oprah interviewed and hand-selected the 100+ ...
Of course, giving back doesn’t mean sacrificing
increasingly exclusive personal services.
Housekeepers are no longer diffe...
It’s about having stature in the world - but from
being a positive force, not a negative power.

Donald Trump conquers wit...
Hollywood not only produces social commentary,
but also a platform for social change.
Being made aware of issues   vs.   D...
Luxury is out in the open … but still not wholly
accessible.

In the past, the good life meant
hiding behind the tinted
wi...
Absorbing culture isn’t enough; engaging in local
communities is unique and lets you connect.

Backpacking in Europe   vs....
What’s under the hood counts (and we’re not just
talking HP).
Tesla’s first and second orders of cars are already sold out...
People are moving away from gratuitous space to
eco- and period friendly detailing.


                       It’s far “nob...
Rules of engaging in the good life:

           Cardinal Rule: Be Active (NEVER passive)

1. Be hands-on and give people a...
Areas that fit under both the old good life and
new good life:



 ≥ Formality
 ≥ Grace
 ≥ Luxury
 ≥ High-quality
 ≥ Bespo...
Thought starters



                                                         Updating and amplifying the good life




Cop...
Wouldn’t it be nicer to …                    instead of:



Have a personal store                        having a personal...
As a spirit brand, could you …


 ≥ Co-opt Beaujolais Nouveau?

 ≥ Revamp elite travel lounges?

 ≥ Bring glamour back to ...
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Luxury: Good Life Code

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An account of how the tone and feel of luxury has changed in the 2000s. Originally presented in 2007 by Alyson Heller.

Note: It will be interesting to see how luxury norms change over the next few years post-Wall St collapse. Stay tuned for updates.

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Transcript of "Luxury: Good Life Code"

  1. 1. February 7, 2007 Luxury: New Guide to the Good Life Copyright ©2006 Fallon Worldwide. All rights reserved.
  2. 2. The definition of the good life is changing. It isn’t a strict exchange between an old guard of luxury goods and a new one. Copyright ©2006 Fallon Worldwide. All rights reserved. 2
  3. 3. It’s a dynamic, freewheeling, and not always easily categorized set of values and ideals. Copyright ©2006 Fallon Worldwide. All rights reserved.
  4. 4. Sterile, edited environments are giving way to color, texture, and character. Jennifer Post vs. Lulu DK Calvin Klein Julian Schnabel Jonathan Adler Copyright ©2006 Fallon Worldwide. All rights reserved. 4
  5. 5. Exuberant, tongue-in-chic “rules” encourage liveliness and moxie. Copyright ©2006 Fallon Worldwide. All rights reserved. 5
  6. 6. Fur is trumped by cruelty-free and eco-fashion. 6 Copyright ©2006 Fallon Worldwide. All rights reserved.
  7. 7. Why simply write a check when you can be directly involved in your charity? Oprah interviewed and hand-selected the 100+ girls for her new South African school. Copyright ©2006 Fallon Worldwide. All rights reserved. 7
  8. 8. Of course, giving back doesn’t mean sacrificing increasingly exclusive personal services. Housekeepers are no longer different enough; concierge services provide access to make life that extra bit easier, better - and accessible - in the new good life. Copyright ©2006 Fallon Worldwide. All rights reserved. 8
  9. 9. It’s about having stature in the world - but from being a positive force, not a negative power. Donald Trump conquers with little concern for others; Clooney conquers with electric cars and provoking movies. Copyright ©2006 Fallon Worldwide. All rights reserved. 9
  10. 10. Hollywood not only produces social commentary, but also a platform for social change. Being made aware of issues vs. Discussing and solving issues Copyright ©2006 Fallon Worldwide. All rights reserved. 10
  11. 11. Luxury is out in the open … but still not wholly accessible. In the past, the good life meant hiding behind the tinted windows. Privacy remains important, but more information is shared. Copyright ©2006 Fallon Worldwide. All rights reserved. Blogging about your superyacht 11
  12. 12. Absorbing culture isn’t enough; engaging in local communities is unique and lets you connect. Backpacking in Europe vs. Volunteering abroad Copyright ©2006 Fallon Worldwide. All rights reserved. 12
  13. 13. What’s under the hood counts (and we’re not just talking HP). Tesla’s first and second orders of cars are already sold out. Other sports cars lack the same super-exclusive (and purposeful) credibility. Copyright ©2006 Fallon Worldwide. All rights reserved. 13
  14. 14. People are moving away from gratuitous space to eco- and period friendly detailing. It’s far “nobler” to restore in the city than to build new in the suburbs. Copyright ©2006 Fallon Worldwide. All rights reserved. 14
  15. 15. Rules of engaging in the good life: Cardinal Rule: Be Active (NEVER passive) 1. Be hands-on and give people a role to play - delegation of responsibility is less desirable than in the past 2. Have fun - being strict and staid will turn off people 3. Reward knowledge - materials and ostentation alone aren’t enough 4. Express passion - sharing the fun + joy of luxury with a community heightens its value, furthers aspiration, and mitigates backlash. Copyright ©2006 Fallon Worldwide. All rights reserved. 5. Find a purpose and a conscience - duty and obligation isn’t a part of the good life 6. Cultivate quirky individuality - it’s a craft, not a science. Disregard some of the rules. 15
  16. 16. Areas that fit under both the old good life and new good life: ≥ Formality ≥ Grace ≥ Luxury ≥ High-quality ≥ Bespoke ≥ Freedom ≥ Codes Copyright ©2006 Fallon Worldwide. All rights reserved. ≥ Elite 16
  17. 17. Thought starters Updating and amplifying the good life Copyright ©2006 Fallon Worldwide. All rights reserved.
  18. 18. Wouldn’t it be nicer to … instead of: Have a personal store having a personal shopper Train with Lance using a personal trainer Learn how to BBQ from Bobby Flay having a chef who cooks for you Do more with less (maximize smaller space) continually adding space Be efficient being wasteful Have a lipstick named after you ordering your own bespoke color Have JT singing at your party being front row at JT concert Keep the kids at home/enjoy family life sending the kids away to school Be open (but inaccessible) being closed-off (secret) Enjoy the best of your city escaping the city Copyright ©2006 Fallon Worldwide. All rights reserved. Select movies to show at Sundance simply attending Sundance Wear Etro, Missoni, Anthropologie Calvin Klein 18
  19. 19. As a spirit brand, could you … ≥ Co-opt Beaujolais Nouveau? ≥ Revamp elite travel lounges? ≥ Bring glamour back to travel? ≥ Replace food-wine pairings with a food-cocktail pairings? Different cocktails for each course, similar to a wine flight. Copyright ©2006 Fallon Worldwide. All rights reserved. 19

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