The summary discusses the British luxury market, how to become a luxury brand, and communicating luxury. It says that the British luxury market is expected to double over the next five years. It lists four guiding principles for becoming a luxury brand: focus on brand equity and DNA, create a niche through craftsmanship, build a story and heritage but stay relevant, and achieve exclusive ubiquity through rarity. It discusses luxury marketing strategies, packaging, and the responsibility of luxury brands.

1. Presented by Madelaine Ollivier
Beyond the Brand: Being Luxury
16 September 2015

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Contents
Spotlight UK luxury market
Becoming Luxury
Embodying & Communicating Luxury

3. Spotlight UK luxury market

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The British luxury market is expected to double over the next five years
9,370
10,617
12,008
13,567
15,322
17,297
2015 2016 2017 2018 2019 2020
UK Luxury Market Forecast
(GBP million)
Source: Wealth-X

5. Becoming Luxury
• Guiding Principles
• Case studies

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Guiding principles to become a luxury brand
Focus: Brand equity & DNA
Craftsmanship: Create your niche
Heritage: Build a story
Rarity: Exclusive ubiquity

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Focus: Brand Equity & DNA

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Craftsmanship: Create your niche

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Heritage: Build a story….but stay relevant

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Rarity: Exclusive Ubiquity

11. Embodying & Communicating Luxury
• Luxury Marketing Strategies
• Packaging
• Responsibility of Luxury

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Embodying & Communicating Luxury
“When you use the word
[luxury], you’re pretty
desperate…”
Pierre-Alexis Dumas, Artistic Director of
Hermès
Embodying luxury is about being
luxury
but never using the word

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Luxury Marketing Strategies: Refined, Informative, Subtle
Wes Anderson for
Prada
Kris Knight for
Gucci
Roger Federer for
Rolex

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Luxury marketing is often at direct odds with mass marketing
Production: Perfect vs. Flawed
Volume: Increase vs. Decrease
Pricing: Lower vs. Raise
Positioning: Never compare to others

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Packaging is a serious component of a luxury voice
Simplicity and quality
Create the theatrical
stage
Become iconic and
collectable

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Responsibility of Luxury
Picture Credit: PA Photos

17. Thank you