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Luxury Watches


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Luxury Watches

  1. 1. Luxury Watches communicate your strategy Napoli 28 maggio 2008
  2. 2. Marketing & Vita Liquida <ul><li>“ La vita liquida è una successione di nuovi inizi, una vita precaria, vissuta in condizioni di continua incertezza” </li></ul><ul><li>“ Ciò che conta è l’appartenenza, la velocità, non la durata” </li></ul><ul><li>“ Il mercato subirebbe un colpo mortale se lo status dell’individuo non si sentisse a rischio…Il marketing è concentrato sull’obiettivo di impedire che le opzioni si chiudano e i desideri siano finalmente appagati” </li></ul><ul><li>“… l’accento non cade sull’obiettivo di suscitare nuovi desideri ma su quello di offuscare i vecchi per preparare il terreno a nuovi acquisti…” </li></ul><ul><li>Zygmunt Bauman – Vita Liquida – Ed. Laterza </li></ul>
  3. 3. Mass vs. Class <ul><li>Commodization of Luxury (?!?!?) </li></ul>
  4. 4. Are we dreaming the same dream? <ul><li>“ We are not in the business of selling handbags. We are in the business of selling dreams…” (Robert Polet – CEO Gucci Group) </li></ul><ul><li>94,3% of Japanese women in their 20s own a Louis Vuitton item </li></ul>
  5. 5. Who owns the shelf? <ul><li>Brands are squeezed by: </li></ul><ul><ul><li>Retailers (Harrods, Bloomingdale’s, Takashimaya, La Rinascente, Ka.De.We., Printemps, Wal-Mart, H&M, …) </li></ul></ul><ul><ul><li>Shoppers (they adore the whole process of shopping that has come to dominate their lives, finding their identity through the very act of shopping) </li></ul></ul><ul><ul><li>Commodization of luxury (capital markets require year after year of revenue growth) </li></ul></ul><ul><ul><li>Media (brand selection has replaced brand awareness as the main brand communication focus) </li></ul></ul>
  6. 6. The Golden triangle
  7. 7. A “bathtub” market willingness to spend in watches watch price affordability fashion exclusivity Newcomer’s trap Emerging Countries Happy fews New affluents economic pressure on customers price competition
  8. 8. Watches Communication Strategies
  9. 9. Trade Exibitions & Fairs BASELWORLD is the leading event for the watch and jewellery industry. More than 2,100 exhibitors - specialists in watches, jewellery, precious gems and related brands - showcase their latest products to the industry. Visitors can browse through a select assortment of products in luxurious surroundings covering over 160,000 m2 of exhibition area on several floors. Products sectors are clearly segmented and divided between the six exhibition halls. Watch brands, jewellery brands and related brands have their own halls and there are also national pavilions. A show designed to give you a complete market overview and provide you with an ideal business platform. Every year in spring time, over 94,200 retailers and wholesalers from all over the world make the journey to Basel to visit this presentation of the latest trends and creations. Sector (2005) Exhibitors (no./%) Exhibition area (m 2 /%) Watch brands 326 15.3% 60,516 54.4%
  10. 10. Trade Exibitions & Fairs
  11. 11. Trade Exibitions & Fairs
  12. 12. Trade Exibitions & Fairs
  13. 13. Trade Exibitions & Fairs The event is organised by the “Fondation de la Haute Horlogerie”, founded in early 2005, a private law foundation created on the initiative of three founding members: Audemars Piguet, Girard-Perregaux, and the Richemont Group. Objective of the event is: “ To meet the expectations of participating brands wishing to receive their internationally based customers in optimal conditions” In 2006 the sixteenth edition had be hosted by the Hall 6 on Palexpo (Geneve) covering an area of 24,000 m 2 , with an attendance of nearly 13,000 trade operators coming from all over the world with a strong presence of Russia, China, India.
  14. 14. Trade Exibitions & Fairs
  15. 15. Trade Exibitions & Fairs
  16. 16. Trade Exibitions & Fairs
  17. 17. Communication Strategy Positioning 90% male 90% female fashion craftsmanship tradition easy life fashion accessory “ push the brand ” the best toy you can buy “ play with the brand” at the top “ brand at its best ” quality never goes out of style “ reassure with the brand”
  18. 18. Best in town go along together Comarket with another best in a brand-consistent niche (luxury cars) reassure best brand play
  19. 19. Reassure while innovating Introduce technology filtered by your brand values (analog & digital dial) reassure best brand play
  20. 20. The best just for the happy fews segment your top customers Comarket with another best in a brand-consistent niche, add on top a limited edition effect (luxury cars) reassure best brand play
  21. 21. I’m the one Build a history of reputation against your competitors. You’re market benchmark (or you pretend to be so) reassure best brand play
  22. 22. You know what we’re talking about, don’t you? Build a sense of community among your top customers (If you ask what’s that, you don’t deserve it.) reassure best brand play
  23. 23. Diamonds are forever Reassure she’s the one (diamonds are girl’s best friends) reassure best brand play
  24. 24. Diamonds are forever Reassure she’s the one (more casual look with the steel bracelet) reassure best brand play
  25. 25. On every occasion Play with life. There’s no reason to lose your style. reassure best brand play
  26. 26. The good old times Buy it! It’s perfect for your everyday life, lifelong… reassure best brand play
  27. 27. Cool! Is it Puma? Innovate and reinforce the brand (watch is extremely light as Puma snickers are) reassure best brand play
  28. 28. It’s new, but with a long tradition… Reassure with some female touch. (a cup of hot tea in a warm house) reassure best brand play
  29. 29. It’s new, but with a long tradition… While men are doing some real men work… (...being at sea...) reassure best brand play
  30. 30. Use a testimonial Not for exclusivity positioning and limited editions Product placement in movies and in the daily life of your testimonial is usually more efficient reassure best brand play
  31. 31. Use a testimonial and a cause Use a testimonial, a charity cause, and your brand, to build your brand image (support schools, help preventing cancer and environmental disasters all at the same time…) reassure best brand play
  32. 32. Get set…Ready…Go! Craftsmanship at its best, combined with limited edition Only the bravest will get it! reassure best brand play
  33. 33. Technical Excellence Craftsmanship at its best, combined with a little more classical touch, for even more exclusivity. Grand complication at top reassure best brand play
  34. 34. Finally, we made it! Reassure you’re no longer just one of jewellery top three brands. Finally customers can have at the same time italian design & swiss watch craftsmanship. (First tourbillion built 100% in house) reassure best brand play
  35. 35. Push, push, push the brand Shoot right at your target! (you can wear as many watches you feel like) reassure best brand play
  36. 36. Push, push, push the brand Make your customer advertise your brand (watch and bracelet combined together) reassure best brand play
  37. 37. Brand pushing (even more...) Just in case you need to complement a Prada total look with a watch (watch blend in the background with the other products) reassure best brand play
  38. 38. Product Placement – for her Watch as part of coordinated fashion look (a result of PR activities) reassure best brand play
  39. 39. Product Placement – for him Watch as part of a man coordinated look (no fashion, 100% technique) reassure best brand play
  40. 40. Here, we go! Building image and reputation (getting out of newcomer’s trap fast) reassure best brand play
  41. 41. It’s brand power, baby! Rolex (what else?) reassure best brand play
  42. 42. The Pink Panther... Cartier (what else?) reassure best brand play
  43. 43. The Jeweller of Kings... Cartier (emphasis on Jeweller image) reassure best brand play
  44. 44. Reassure
  45. 45. Reassure + Top
  46. 46. Top
  47. 47. Top
  48. 48. Top
  49. 49. Fashion - Branding
  50. 50. Fashion - Branding
  51. 51. Ooops! The next watch market killer? ? ? ? ? reassure best brand play
  52. 52. Domande & Risposte <ul><li>C’è qualcosa da migliorare? </li></ul><ul><li>C’è qualcosa da meglio chiarire? </li></ul><ul><li>Visibilità delle slides? </li></ul><ul><li>Tempistica? </li></ul>
  53. 53. Ringraziamenti & Riferimenti <ul><li>Grazie della Vostra attenzione </li></ul><ul><li>Ing. Fabio O. Bernardini </li></ul><ul><li>Cell. +39 3383497750 </li></ul><ul><li>email: [email_address] (provvisorio) </li></ul><ul><li>Via della donnicciola, 33 </li></ul><ul><li>00030 San Cesareo - Roma </li></ul>