Premium brands in the age of digital : What are the e-luxury codes ?

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  • レイバン サングラスの中にレイバン RB3025は、レイバンの中に数多くのスターに愛用され、値段も一般人に受け入れられています。レイバン RB3025は大衆化になったそうです。簡潔なタイプで、すべての年齢層にも似合えます。この特徴こそはレイバン アビエイターの魅力でしょう。
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Premium brands in the age of digital : What are the e-luxury codes ?

  1. 1. Premium brands in the age of digital : What are the e-luxury codes ? ESCP EAP – February 25th, 2008
  2. 2. NURUN IN BRIEF Founded in 1985, Nurun is a global interactive services company that specializes in interactive marketing and information technology. Present in Canada, in the U.S., in Europe (France, Italy, Spain) and Asia (China). Owned by Quebecor, 5th worldwide communication group ($10 billions revenue). Some of our references in the Premium / Luxury sector : Louis Vuitton, Sofitel, Clarins, J.M. Weston, Sonia Rykiel, Kérastase, Giorgio Armani Parfums, Nina Ricci, Lancaster, Comptoir des Cotonniers…
  3. 3. I. FACTS THAT ARE ROCKING OLD SCHOOL CONCEPTIONS OF LUXURY
  4. 4. 1. The richer you get, the less likely you'll set foot in a store
  5. 5. 93% of individuals worth $10 million or more made online luxury purchases within the past 12 months, vs. 55% of all wealthy consumers Source : Luxury Institute, July 2006
  6. 6. 2. Luxury buyers are tech-savvy –in the smart sense
  7. 7. For luxury goods, nearly 80% of consumers turn first to the Internet to learn about companies and the products they sell Source : Luxury Institute, July 2006
  8. 8. 3. But they're also full of great common sense
  9. 9. Google and Yahoo! are the top sites visited by the wealthy in the US Source : Market Wire, March 2007
  10. 10. 4. Luxury doesn't just mean an expensive purchase
  11. 11. 70% of luxury buyers consider that a luxurious experience is made by the quality of service 70% of luxury buyers consider that a luxurious experience is made by the quality of service Source : « The Global Luxury Market » ,Conference Board, 2007
  12. 12. 5. It doesn't matter where you got it –and online luxury isn't 'dirty'
  13. 13. Gucci.com is one of the company's fastest growing segments, with sales up 65 percent in 2006 from the prior year * * CNN Money, June 2007
  14. 14. 6. Luxury brands no longer hiding online
  15. 15. Source : TNS Media Intelligence, 2005 advertising investments
  16. 16. DIGITAL DEFINITELY CHANGING THE FACE OF LUXURY
  17. 17. "What's exclusivity on a widely accessible media?" Luxury is increasingly becoming a market positioning Internet makes products available anytime and anywhere to anyone
  18. 18. " How do you meet creative and service expectations when mass does it better online?" Creative domination : immersive, demonstrative and spectacular settings Initiated by online mass retailers, thoughtful services target specific user needs
  19. 19. "How do you create a sales ritual if there's no sales rep?" Product scenography lives up to the online challenge Yet sales rituals remain below the real thing
  20. 20. LUXURY SHIFTING TO INTERACTIVE, CLIENT-CENTRIC AND EFFECTIVE
  21. 21. Link immersive experience to product discovery http://www.sofitel.com
  22. 22. Root luxury legitimacy in excellence and legend http://jmweston.com/
  23. 23. Emphasize services valuing the brand expertise http://www.zegna.com/
  24. 24. Target and address specific customer enquiries http://shop.nordstrom.com
  25. 25. Facilitate contact with brand experts 1 2 http://www.reddoorspas.com/
  26. 26. Fulfill client satisfaction through ownership http://www.20ltd.com/
  27. 27. Reward purchase with insider status http://beauty.dior.com/
  28. 28. Online users do come to luxury websites for a reason Benefit of use, offer or service is what will drive them to a website, and motivate revisit Demanding customers and a strong competitive environment justify a realistic customer-centric approach of those benefits
  29. 29. Thank you. Taline MOURADIAN Strategic Planning Director, NURUN France taline.mouradian@fr.nurun.com

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