The document discusses Fluxx Studios, a product and service innovation company focusing on strategy and design in the luxury market. It addresses the challenges brands face in adapting to omni-channel commercialization while maintaining their allure and integrity. Additionally, it explores the importance of storytelling in luxury branding and the impact of evolving consumer expectations on traditional luxury narratives.

1. fluxx studios, down the lane from St Paul’s Cathedral
22nd November 2012
[x] fluxx.uk.com @fluxxstudios

2. Fluxx is…
A product and service innovation company
/ Strategy, vision, experience design, content
/ Incubation, Labs, and lean product development
[x] fluxx.uk.com @fluxxstudios

3. [x] fluxx.uk.com @fluxxstudios

4. FLUXURY FORTUNES
1 MERCEDES-BENZ 30.1bn
2 BMW 29.1bn
3 LOUIS VUITTON 23.6bn
4 GUCCI 9.4bn
5 AUDI 7.2bn
6 HERMES 6.2bn
7 CARTIER 5.5bn
8 TIFFANY 5.2bn
9 PORSCHE 5.1bn
10 BURBERRY 4.3bn

5. [x] fluxx.uk.com @fluxxstudios

6. [x] fluxx.uk.com @fluxxstudios

7. / Heritage
/ Service
/ Craftsmanship, design or quality
/ Exclusivity
/ High cost
The key luxury attributes
[x] fluxx.uk.com @fluxxstudios

8. Omni-­‐Channel
Commercialisa0on
Storytelling
This evening is about looking at the hot
topics for 2013
[x] fluxx.uk.com @fluxxstudios

9. Omni-­‐Channel
Commercialisa0on
Storytelling
“Omni-Shambles”
[x] fluxx.uk.com @fluxxstudios

10. Omni-­‐Channel
Commercialisa0on
Storytelling
The tension between restrictive marketing agreements, and
consumers’ increasing attitude that the ‘channel’ within
which they transact is irrelevant.
/ The history and future of luxury brands’ attitudes towards
transactional capability across all channels
[x] fluxx.uk.com @fluxxstudios

11. Omni-­‐Channel
Commercialisa0on
Storytelling
How to grow a luxury business, yet retain its core allure,
values and prestige
/ A look at the different ways in which businesses are
approaching this whilst trying to avoid some of the pitfalls
[x] fluxx.uk.com @fluxxstudios

12. It’s not all red carpet
[x] fluxx.uk.com @fluxxstudios

13. Kazakhstan: a hidden gem
[x] fluxx.uk.com @fluxxstudios

14. Oman: a small but growing market
[x] fluxx.uk.com @fluxxstudios

15. Mongolia: a thriving economy
[x] fluxx.uk.com @fluxxstudios

16. [x] fluxx.uk.com @fluxxstudios

17. Omni-­‐Channel
Commercialisa0on
Storytelling
Sometimes it’s just about new ways of approaching
your home market
/ A look at the different ways in which businesses are
approaching this whilst trying to avoid some of the pitfalls
[x] fluxx.uk.com @fluxxstudios

18. Omni-­‐Channel
Commercialisa0on
Storytelling
Telling stories is rapidly become the defacto way to
communicate luxury and engage customers
/ We’ll sample some different approaches to telling
stories, and what to do if you don’t have any stories
to tell!
[x] fluxx.uk.com @fluxxstudios

19. Omni-­‐Channel
Commercialisa0on
Storytelling
Three pillars of debate
Three quick hits of stimulus, each followed by a lively
debate, and a quick wrap-up at the end
[x] fluxx.uk.com @fluxxstudios

20. [x] fluxx.uk.com @fluxxstudios

21. An evolutionary journey
[x] fluxx.uk.com @fluxxstudios

22. “Online, is not luxury”
[x] fluxx.uk.com @fluxxstudios

23. The early adopter
[x] fluxx.uk.com @fluxxstudios

24. The failed venture
[x] fluxx.uk.com @fluxxstudios

25. A solution… buy a start-up?
[x] fluxx.uk.com @fluxxstudios

26. A solution… partner
[x] fluxx.uk.com @fluxxstudios

27. “O2O” Brand Experience
[x] fluxx.uk.com @fluxxstudios

28. Anticipating need
[x] fluxx.uk.com @fluxxstudios

29. Clinique iPad
[x] fluxx.uk.com @fluxxstudios

30. But Chanel still hesitant
[x] fluxx.uk.com @fluxxstudios

31. The omni-channel poster child
[x] fluxx.uk.com @fluxxstudios

32. In-store service, but online
[x] fluxx.uk.com @fluxxstudios

33. Reinventing the experience
[x] fluxx.uk.com @fluxxstudios

34. Blend of physical digital
[x] fluxx.uk.com @fluxxstudios

35. Burberry : LFW SS 2013
[x] fluxx.uk.com @fluxxstudios

36. [x] fluxx.uk.com @fluxxstudios

37. [x] fluxx.uk.com @fluxxstudios

38. Debate Question:
Should luxury brands still be afraid of
the buy now button?
[x] fluxx.uk.com @fluxxstudios

39. [x] fluxx.uk.com @fluxxstudios

40. / Luxury by its very nature can
mean limiting your business
/ So what are the paths to growth?
/ Can you have a commercial
focus while avoiding the pitfalls
The Luxury Paradox and potential risk to brand?
[x] fluxx.uk.com @fluxxstudios

41. Paths to
Commercialisation DIVERSIFICATION
[x] fluxx.uk.com @fluxxstudios

42. ‘The Worst Case Scenario’
[x] fluxx.uk.com @fluxxstudios

43. What about direct sales?
[x] fluxx.uk.com @fluxxstudios

44. Direct Marketing: Toughest Test
[x] fluxx.uk.com @fluxxstudios

45. Direct Marketing: “Thank you”
[x] fluxx.uk.com @fluxxstudios

46. Industrialisation
of luxury
[x] fluxx.uk.com @fluxxstudios

47. Industrialisation of luxury
[x] fluxx.uk.com @fluxxstudios

48. Industrialisation of luxury
[x] fluxx.uk.com @fluxxstudios

49. It’s nothing new, but…
[x] fluxx.uk.com @fluxxstudios

50. New Locations: Hermes Pop-up Store
[x] fluxx.uk.com @fluxxstudios

51. Hackney is the new Bicester!
[x] fluxx.uk.com @fluxxstudios

52. Hackney: An old East London boozer and knitwear?
No real ale or folk music in site…
[x] fluxx.uk.com @fluxxstudios

53. Hackney: A prime luxury location…
[x] fluxx.uk.com @fluxxstudios

54. JW Anderson / Paul Smith / William Tempest /
TopShop Barbour River Island
Reach out through partnering
[x] fluxx.uk.com @fluxxstudios

55. Maison Martin Margiela / HM
[x] fluxx.uk.com @fluxxstudios

56. Ladies sold out at 10:00am
Physical / Digital
[x] fluxx.uk.com @fluxxstudios

57. The sale continues, just 23 hours later, on ebay!
[x] fluxx.uk.com @fluxxstudios

58. Accessible but still elusive.
Commercialisation without damaging the brand
[x] fluxx.uk.com @fluxxstudios

59. Changing with the times to attract customers
[x] fluxx.uk.com @fluxxstudios

60. In the box thinking…
[x] fluxx.uk.com @fluxxstudios

61. Changing with the times : Luxury travel
[x] fluxx.uk.com @fluxxstudios

62. Changing with the times : Augmented experience - St Regis
[x] fluxx.uk.com @fluxxstudios

63. Luxury BB?
[x] fluxx.uk.com @fluxxstudios

64. Challenging traditional luxury travel
[x] fluxx.uk.com @fluxxstudios

65. The question is…
Does the luxury paradox really mean growth
comes at the expense of your brand allure?
[x] fluxx.uk.com @fluxxstudios

66. [x] fluxx.uk.com @fluxxstudios

67. Telling stories is not new…
[x] fluxx.uk.com @fluxxstudios

68. The stereotype: Is it getting through to consumers?
[x] fluxx.uk.com @fluxxstudios

69. Brand stories are being told in unexpected ways
“Gucci Gucci, Louis Louis, Fendi Fendi, Prada. Basic
bitches wear that shit so I don't even bother”
[x] fluxx.uk.com @fluxxstudios

70. The audience has diversified in so many ways
[x] fluxx.uk.com @fluxxstudios

71. Deep cultural heritage can come through association
[x] fluxx.uk.com @fluxxstudios

72. The fluxx attributes þ
Heritage
of luxury þ
Persons of Repute
storytelling þ
Craftsmanship
þ
Quality
[x] fluxx.uk.com
þ
Iconic
@fluxxstudios

73. Compare and contrast
The North Face Canada Goose
http://youtu.be/Pqqu_SduTCI http://youtu.be/XDRdOpdwKBc
[x] fluxx.uk.com @fluxxstudios

74. þ
Heritage
The fluxx attributes
of luxury
þ
Persons of Repute
storytelling þ
Craftsmanship
þ
Quality
[x] fluxx.uk.com
þ
Iconic
@fluxxstudios

75. þ
Persons of Repute
þ
Iconic
[x] fluxx.uk.com @fluxxstudios

76. Breitling : Remaining Iconic
[x] fluxx.uk.com @fluxxstudios http://youtu.be/5uzE--U7BBk

77. Chanel – A place in history
[x] fluxx.uk.com @fluxxstudios http://youtu.be/tRQa33dqyxI

78. Tiffany Co – heritage, craft, art ‘pop’ icons
[x] fluxx.uk.com @fluxxstudios http://youtu.be/sGVUPs1RzaE

79. þ
Heritage
Key attributes of
luxury storytelling
þ
Persons of Repute
þ
Craftsmanship
þ
Quality
[x] fluxx.uk.com
þ
Iconic
@fluxxstudios

80. What about the new kids on the block?
[x] fluxx.uk.com @fluxxstudios

81. Customers as part of the story
[x] fluxx.uk.com @fluxxstudios

82. [x] fluxx.uk.com @fluxxstudios

83. [x] fluxx.uk.com @fluxxstudios

84. Rapha: Collecting stories
[x] fluxx.uk.com @fluxxstudios

85. Rapha: Collecting stories
[x] fluxx.uk.com @fluxxstudios

86. Inheriting heritage
[x] fluxx.uk.com @fluxxstudios

87. [x] fluxx.uk.com @fluxxstudios

88. So the question is…
/ Can luxury storytelling transcend the
stereotype, and become important in
connecting and emotionally engaging with
customers old and new?
[x] fluxx.uk.com @fluxxstudios

89. [x] fluxx.uk.com @fluxxstudios

90. Fluxx is…
A product and service innovation company
/ Strategy, vision, experience design, content
/ Incubation, Labs, and lean product development
Come and chat: embrace@fluxx.uk.com
[x] fluxx.uk.com @fluxxstudios