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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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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