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Rethinking Luxury Brands in a "Phygital" World

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https://www.jeromepineau.com
Deck I used for my keynote at #DMWF 2018 in New York addressing digital, retail, content strategy, blockchain, authenticity, and generational marketing challenges in the luxury industry -- Contains additional talking track slides for context.

Relevant video clips of my presentation:
https://www.youtube.com/user/jeromepineau

Published in: Retail
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Rethinking Luxury Brands in a "Phygital" World

  1. 1. LA-MAISON-HUBERT.COM JEROME PINEAU Chief Digital Officer JEROME.PINEAU@LA-MAISON-HUBERT.COM | JEROMEPINEAU.COM Rethinking luxury brands in a “phygital” world
  2. 2. Phygital is the seamless strategic blending of the 
 physical and digital customer experience.
  3. 3. Retail isn’t dead. It’s evolving Let the heroes tell your brand story The challenge of authenticity The Millennial and Gen-Z challenge. Is it real? Digital platform or luxury brand? LA-MAISON-HUBERT.COM
  4. 4. LA-MAISON-HUBERT.COM A modern luxury brand in the gastronomy wellness retail market
  5. 5. $170 WHILE THEY WORK OUTSIDE THE BODY BEAUTY PRODUCTS COSMETICS PERSONAL CARE !5 $400 $250 $200 $400
  6. 6. WE FOCUS ON INSIDE THE BODY ARTISANAL FOODS ORGANIC PRODUCT LOCALLY SOURCED !6
  7. 7. Selling experiences and products through storytelling Exclusive live culinary events Artisanal fine grocery from Honor the artists behind the product LA-MAISON-HUBERT.COM and
  8. 8. WE ONLY SOURCE WHOLESOME ORGANIC ARTISANAL FOODS 100% TRACEABLE FROM FARM TO YOU TO BOX !8 TO ARTISAN
  9. 9. AND SELL THEM ONLINE !9
  10. 10. la-maison-hubert.com But unlike anyone else… !10
  11. 11. WE GUARANTY THEIR AUTHENTICITY WITH BLOCKCHAIN ORIGINATION ATTRIBUTION SUSTAINABILITY !11
  12. 12. AND EVENTUALLY IN PHYSICAL STORES
  13. 13. 1 2 3 4 5
  14. 14. Digital = I can exist (because Google says so = SEO) Digital = I can scale (CAC) Digital = I can test (data) & pivot (speed) Digital = I can sell ($) Digital = I can tell stories (marketing)
  15. 15. Let the heroes tell your brand story The challenge of authenticity The Millennial and Gen-Z challenge. Is it real? Retail isn’t dead. It’s evolving Digital platform or luxury brand? LA-MAISON-HUBERT.COM
  16. 16. TRANSACTION
  17. 17. TRANSACTION EXPERIENCE
  18. 18. TRANSACTION EXPERIENCE $ PER SQ-FT
  19. 19. TRANSACTION EXPERIENCE $ PER SQ-FT MEMORIES PER LIFETIME
  20. 20. !23 AGED 24-38 AGED 9-23 AGED 39-53 AGED 54-72 Anyone still shopping?
  21. 21. HOW GEN-Z PREFERS TO MAKE PURCHASES Source: IBM “Uniquely Generation Z” study (2017) SmarterHQ, Aug 2017
  22. 22. STORE RETAIL ONLINE RETAIL SHOPPING EVOLUTION TRANSACTIONAL EMOTIONAL ONLINE EXPERIENCE DRIVES PURCHASE I BUY ONLINE FOR CONVENIENCE IN-STORE EXPERIENCE: PURCHASE NOW OR LATER ONLINE I GO TO STORES TO PURCHASE BECAUSE I HAVE TO 1 2 34
  23. 23. $5,546 PER SQUARE FOOT
  24. 24. Retail = Emotion first ($) Retail = Brand development (reach) Retail = Innovation (yield/margins) Retail = Market research (field data)
  25. 25. The challenge of authenticity The millennial and gen-z challenge. Is it real? Let the heroes tell your brand story Digital platform or luxury brand? Retail isn’t dead. It’s evolving LA-MAISON-HUBERT.COM
  26. 26. !34 LA-MAISON-HUBERT.COM …the best neighborhood in the world is luxury. Being in a business that leads with your heart not your head, results in irrational wants and needs which translate to hot, large margins.” — Prof Scott Galloway (NYU)
  27. 27. !35 LA-MAISON-HUBERT.COM
  28. 28. SOMETIME YOU GOTTA DO… WHAT YOU GOTTA DO.
  29. 29. PRODUCT ARTISANS SUSTAINABILITY
  30. 30. Stories = Competitive advantage Stories = Artisans - product Stories = emotion = lifeblood of luxury Stories = Content + Commerce
  31. 31. The Millennial and Gen-Z challenge. Is it real? The challenge of authenticity Digital platform or luxury brand? Retail isn’t dead. It’s evolving Let the heroes tell your brand story LA-MAISON-HUBERT.COM
  32. 32. Source: Stackla 2017 consumer report Source: Stackla 2017 consumer report !48
  33. 33. ?
  34. 34. Fake
  35. 35. Eating healthy, traceable, fresh-grown organic products has become a luxury.
  36. 36. +
  37. 37. Provable authenticity = trust Trust = price premium (basket size) Trust = loyalty (LTV) Trust = Key to Gen-Y and Gen-Z
  38. 38. The Millennial and Gen-Z challenge. Is it real? Digital platform or luxury brand? Retail isn’t dead. It’s evolving Let the heroes tell your brand story The challenge of authenticity LA-MAISON-HUBERT.COM
  39. 39. YES! LA-MAISON-HUBERT.COM
  40. 40. 1965 - 1976 1996 - ?1977 - 19951946 - 1964 AGED 24-38 AGED 9-23 AGED 39-53 AGED 54-72
  41. 41. STATUS SYMBOL VALUES SYMBOL BRAND SOCIAL WHY CONSUMERS BUY LUXURY Signal moral values Support social causes Signal wealth and desirability AUTHENTICITY !59 AGED 54-72 AGED 39-53 AGED 24-38 AGED 9-23
  42. 42. STATUS SYMBOL VALUES SYMBOL BRAND SOCIAL HOW WE ADDRESS THAT Signal moral values Support social causes Signal wealth and desirability AUTHENTICITY Blockchain !60 AGED 54-72 AGED 39-53 AGED 24-38 AGED 9-23 Very exclusive products High-value partnerships Environment Healthy living Women empowerment Honor Artisans Less is more
  43. 43. PRODUCT EXPERIENCE OFF-THE-SHELF CUSTOMIZED PERSONALIZATION HOW CONSUMERS PERCEIVE VALUE OF LUXURY !61 AGED 54-72 AGED 39-53 AGED 24-38 AGED 9-23
  44. 44. AGED 54-72 AGED 39-53 AGED 24-38 AGED 9-23 PRODUCT EXPERIENCE OFF-THE-SHELF CUSTOMIZED HOW WE ADDRESS THAT HSHevents Private label foods Online shopping Finger foods restaurant Grand Café Hubert Fine grocery Privateevents+retail PERSONALIZATION !62
  45. 45. It’s a big chessboard and without “phygital” you’re missing half the pieces.
  46. 46. LA-MAISON-HUBERT.COM Thank you! Questions?

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