Social consumer view of luxury brands. Great read about a global study of the social consumer perspective of brands associated with Luxury. Find out how you can convert thousands of social conversations into powerful marketing that delivers brand growth.
Luxury goods represent a large global market that is still growing, expected to reach $1.8 trillion. The market is driven by developed countries but emerging markets like China, India and Brazil will be key future markets. There are many sectors and types of luxury goods, with experiential luxury like travel and hospitality making up over half the market. The typical luxury shopper is well-educated and wealthy, but luxury customers are diverse and always changing, including new types like "fashionistas" and "little princes" from emerging markets. Luxury brands will need to innovate, engage customers, and adapt to local markets to stay competitive in the future.
This document summarizes key trends in the global luxury goods market from 2014-2015. It finds that the luxury market grew 3% in 2014, with strong growth in luxury cars, hotels, yachts and jets. However, some sectors like China saw declines in 2015. New consumer behaviors like wanting more experiences and meaningful purchases are shaping the industry. Luxury brands are also adapting to trends like sustainability, less visible branding, social media marketing, and the rise of emerging markets. The document analyzes these shifts and strategies luxury brands are employing for future growth.
What is Luxury and how do Luxury brands work?
Key trends in the Luxury marketplace
Know vs. Show – the Luxury consumer
The Recession and the Luxury consumer
Luxury 2020: The Trends Shaping the Luxury Market of the FutureSeymourSloan
By 2020 we will see a different luxury market.
Luxury will not be immune to the businesss and external changes reshaping the world and these will create challenges that brands must be aware of and seek to maximise.
This document summarizes luxury trends in 2010, including the following key points:
1) The luxury market was recovering from the recession, with some brands slashing prices while others entered new markets like China.
2) The Chinese luxury market was booming but Chinese consumers prefer imported brands to "Made in China" products.
3) Luxury consumers were increasingly demanding unique, once-in-a-lifetime experiences over material goods, like curated adventure vacations.
4) Enduring, timeless luxury items that maintain their value were seen as a recession-proof way to maintain an affluent lifestyle long-term.
The document discusses the changing landscape of luxury marketing as brands shift their focus to new consumer groups in emerging economies. It notes that as economies in Europe struggle, luxury brands are directing more of their marketing efforts towards consumers in fast-growing markets like China, India, and Brazil. The article examines how brands are targeting luxury travelers at airports through increased advertising and tailoring their messages to different cultures, especially Chinese consumers. It also looks at how smaller, niche luxury brands may have more opportunities than larger, established names to connect with new luxury shoppers through innovative social media localization strategies.
A short market which is about:
- Luxury market overview in Asia,
- Luxury brands in China: in the path of e-commerce, social media and mobile,
- Marketing: where is influence?
- Luxury Brands: how do they perform on social media & Influence?
LHBS continuously tracks changes in people, markets and technology to deliver curated and customised information to different organisations.
With a team of researchers collecting data on a daily basis for the Inspiration-Hub– an internal digital tool to monitor change and deliver relevant insights and inspiration– we would like to share these findings with our readers in a new way.
This presentation includes a selection of insights we have recently found interesting and that might point into shifting consumer behavior.
Luxury goods represent a large global market that is still growing, expected to reach $1.8 trillion. The market is driven by developed countries but emerging markets like China, India and Brazil will be key future markets. There are many sectors and types of luxury goods, with experiential luxury like travel and hospitality making up over half the market. The typical luxury shopper is well-educated and wealthy, but luxury customers are diverse and always changing, including new types like "fashionistas" and "little princes" from emerging markets. Luxury brands will need to innovate, engage customers, and adapt to local markets to stay competitive in the future.
This document summarizes key trends in the global luxury goods market from 2014-2015. It finds that the luxury market grew 3% in 2014, with strong growth in luxury cars, hotels, yachts and jets. However, some sectors like China saw declines in 2015. New consumer behaviors like wanting more experiences and meaningful purchases are shaping the industry. Luxury brands are also adapting to trends like sustainability, less visible branding, social media marketing, and the rise of emerging markets. The document analyzes these shifts and strategies luxury brands are employing for future growth.
What is Luxury and how do Luxury brands work?
Key trends in the Luxury marketplace
Know vs. Show – the Luxury consumer
The Recession and the Luxury consumer
Luxury 2020: The Trends Shaping the Luxury Market of the FutureSeymourSloan
By 2020 we will see a different luxury market.
Luxury will not be immune to the businesss and external changes reshaping the world and these will create challenges that brands must be aware of and seek to maximise.
This document summarizes luxury trends in 2010, including the following key points:
1) The luxury market was recovering from the recession, with some brands slashing prices while others entered new markets like China.
2) The Chinese luxury market was booming but Chinese consumers prefer imported brands to "Made in China" products.
3) Luxury consumers were increasingly demanding unique, once-in-a-lifetime experiences over material goods, like curated adventure vacations.
4) Enduring, timeless luxury items that maintain their value were seen as a recession-proof way to maintain an affluent lifestyle long-term.
The document discusses the changing landscape of luxury marketing as brands shift their focus to new consumer groups in emerging economies. It notes that as economies in Europe struggle, luxury brands are directing more of their marketing efforts towards consumers in fast-growing markets like China, India, and Brazil. The article examines how brands are targeting luxury travelers at airports through increased advertising and tailoring their messages to different cultures, especially Chinese consumers. It also looks at how smaller, niche luxury brands may have more opportunities than larger, established names to connect with new luxury shoppers through innovative social media localization strategies.
A short market which is about:
- Luxury market overview in Asia,
- Luxury brands in China: in the path of e-commerce, social media and mobile,
- Marketing: where is influence?
- Luxury Brands: how do they perform on social media & Influence?
LHBS continuously tracks changes in people, markets and technology to deliver curated and customised information to different organisations.
With a team of researchers collecting data on a daily basis for the Inspiration-Hub– an internal digital tool to monitor change and deliver relevant insights and inspiration– we would like to share these findings with our readers in a new way.
This presentation includes a selection of insights we have recently found interesting and that might point into shifting consumer behavior.
OPI is launching an integrated marketing campaign to increase brand awareness and market share of its nail lacquer products. The campaign will target three key consumer segments: Significant Singles (women ages 35-65), Flourishing Families (married women ages 30-40 with children), and Suburban Style (fashion-forward women ages 30-40). The campaign will utilize magazine advertisements, online banner ads, billboards, television commercials, and in-salon promotions with a total budget of $35 million. The goal is to increase desire for the OPI brand by 50% and achieve a 20% market share among nail polish consumers.
The document discusses luxury consumer trends in 2015. It identifies 7 types of luxury consumers and their spending habits. It then summarizes luxury retail trends in India, noting a focus on jewelry and cars. Several additional trends are outlined, including the importance of emotional connections to customers, focusing on comparable store and e-commerce sales, building deeper customer relationships, using visual social media like Pinterest, producing brand-safe digital content, and creating multi-screen storytelling. The document advocates for laser focus on profitable opportunities and clients rather than broad expansion.
1) The worldwide personal luxury goods market grew 2% in 2013, marking a slowdown from previous years of double-digit growth and the first moderation since the 2009 financial crisis.
2) Euro fluctuations negatively impacted 2013 market performance despite real growth outpacing 2012, and the Japanese yen devaluation drove over half the difference between real and nominal growth.
3) Online luxury continues to grow rapidly at around 10% annually, with accessories having the highest online penetration and the US dominating the online luxury market.
STARBRANDS // BUILT TO SHINE: Luxury marketingSOFAMI.PL
Nasz pogląd czyli The Brand Marriage Company na marketing marek i produktów luksusowych a w szczególności ich strategię i budowę pod kątem segmentacji konsumentów dóbr luksusowych.
Our (The Brand Marriage Company) view on luxury marketing.especially luxury brand strategy and brand building in regards to luxury consumers segmentation.
Luxury Workshop: The Psychology of Luxury ShoppingCrobox
From Crobox's behavioral psychologists, learn about the behavioral motives and psychological drivers behind luxury consumption. Then, we give you a workshop on how to market your luxury products better.
Buccellati is an Italian luxury jewelry brand with over 200 years of history. It is seeking to modernize its brand while maintaining its core values of artisanal craftsmanship. A new CEO and the 4th generation family designer are helping introduce more affordable product lines like engagement rings and watches, as well as non-jewelry items like iPhone cases, to attract younger customers. Buccellati will focus on its boutique stores and leveraging its heritage to compete against top jewelry brands in North America like Tiffany, Cartier, and Van Cleef & Arpels.
Fashion and Luxury Brand Strategy, Soon After Internet Massification Margarida E. Pereira
1. Younger consumers and new groups will become the dominant luxury brand segments as market pressures drive a second wave of luxury brand consolidation.
2. Luxury brands will need to focus on customer experience through personalization, uniqueness, and new digital flagship stores to engage younger consumers online and in new markets.
3. Emerging technologies like nanotechnology, implantable devices, and virtual/augmented reality will allow new luxury players to emerge as tastes and customer desires change.
McCann New York has resigned from their account with tequila brand Jose Cuervo after nearly two and a half years together. The decision was based on financial factors. McCann's recent work for Cuervo featured a nostalgic campaign aimed at engaging millennials that referenced the Rolling Stones' infamous 1972 tour known for cocaine and tequila. Jose Cuervo is the top selling tequila worldwide and is targeting marketing efforts at 25-34 year old females through fashion and beauty magazines, websites, and sponsoring events like concerts and tattoo conventions popular with the demographic.
The document provides an overview of the luxury market and luxury consumers. It discusses key concepts in luxury branding including balancing logic and magic. It uses Prada as a case study. It then analyzes trends in partnerships, digital strategies, and experiences. Finally, it profiles the target luxury consumer as wealthy, career-focused individuals based in London and the Southeast who advocate high-quality products and consider themselves knowledgeable about finer things in life.
Future of Retail: Is It Coming Apart at the Seams? Deborah Weinswig
Retailers are facing challenges from declining store traffic and shifts in consumer spending away from apparel. Experiential retail, using food, beverage, in-store technology and customization, is a strategy to bring customers back to stores. Smart malls will track customers and use location-based advertising. New technologies like augmented reality, virtual reality, robotics and facial recognition are also changing the retail landscape.
10 French startups disrupting the way you experience fashion online Liam Boogar-Azoulay
It may sound like a stretch to say that French people are the reference for fashion. But as we say, “il n’y a pas de fumée sans feu” (there’s no smoke without fire).
In addition to having a very prolific fashion sense, the French are also very creative when it comes to the shopping experience. The landscape of French fashion startups is flourishing those days: 6 of the 10 companies presented in this article closed a round last spring/summer season and the results of their investments are released now. Let’s open the catwalk: http://wp.me/p2OgMk-65W
This document provides an overview and situation analysis for a campaign to shift brand interest from PINK to Victoria's Secret for the 18-24 year old demographic. Research identified a gap between the brands that the campaign aims to close. Primary research including 30 interviews informed insights about the target audience. The analysis identifies Victoria's Secret's strengths in brand awareness and market share but also weaknesses in body perception and costs. Opportunities include distinct branding and marketing for PINK and Victoria's Secret, as well as diversifying models and products. Threats include more affordable options from competitors. The campaign will focus on differentiating high quality products and creating an environment that makes 18-24 year olds want to shop the Victoria's Secret brand.
The document provides an overview of the luxury goods market in China. It discusses key trends such as the rapid growth of luxury spending by Chinese consumers which has made China the second largest luxury market globally. The personal luxury goods market in China is estimated to reach around EUR 18 billion by 2017, growing at a CAGR of over 6% annually. Major opportunities for luxury brands include rising incomes and an expanding middle class, while challenges include high taxes and consumers increasingly shopping abroad. International luxury brands dominate the Chinese market but are also investing in local brands.
Multicultural Marketing in the Beer IndustrySarah Duffy
The document discusses the craft brewing industry and marketing strategies of different breweries. It notes that while beer sales overall are declining, craft beer sales are growing. It then discusses Anheuser-Busch InBev's use of ethnic marketing targeting Hispanics and African Americans. Samuel Adams is mentioned as taking a different approach by focusing on quality and community rather than targeted campaigns. The document analyzes differences between AB-InBev and Samuel Adams approaches to multicultural marketing.
This document discusses luxury marketing strategies in Russia. It notes that luxury brands need to understand what luxury means to Russian consumers based on their culture and values. The document then provides an overview of the Russian luxury market, including its size, leading segments, and pricing models. It also examines spending trends among consumer segments and changing brand strategies from 2005-2015 to adapt to younger demographics and emerging trends.
Made in China: 8 Insights into the Chinese ConsumerBrand Genetics
A succinct overview of key factors influencing Chinese Consumer behaviour.
China truly is a land of opportunity with 30 years of growth that have helped lift millions out of poverty, enriched a middle class that is expanding fast and created 2.7 million millionaires and over 250 billionaires (US$). Given this speed of change and the complexity of a country with a population of 1.35 billion, making sense of the consumer and market context is not just useful, it's vital for success. Even if you're not working directly with China, you may be feeling its growing influence.
At Brand Genetics we're constantly working to understand the direction of change in global markets and identify the implications and opportunities for brands. To share some of our learnings the attached Speed Briefing outlines 8 key insights into the fast evolving world of the Chinese consumer.
Diptyque is a French perfume house established in 1961 that is known for its luxury scented candles and fragrances inspired by nature; while the brand has historically focused on its flagship stores and department store partners, it is looking to expand its international presence and digital channels to continue growing its portfolio of home and personal care products globally. The document provides an overview of Diptyque's brand history, product portfolio, distribution channels, competitors, SWOT analysis, and proposed customer relationship management strategies.
La ingeniería de requerimientos es el proceso de recopilar, analizar y verificar las necesidades del cliente para un sistema de software. Tiene como objetivo entregar una especificación de requerimientos correcta y completa. Incluye actividades como la extracción de requerimientos, análisis, especificación y validación. Existen herramientas como RequisitePro, DOORS y REM que apoyan esta disciplina.
Neurociencias - Bases neurológicas de la psicología humanaJosé Luis Ayerbe
El documento describe las bases neurológicas de la psicología humana según el Dr. José Luis Ayerbe. Explica las neuronas, su estructura, potenciales de acción y mecanismos de propagación. También cubre los neurotransmisores y su papel en la transmisión de señales entre neuronas a través de sinapsis. El documento provee una introducción detallada a conceptos fundamentales de neurociencia relevantes para la psicología.
Este documento presenta una guía de orientación para la programación modular en el ciclo básico de la educación técnico-productiva. Explica el marco teórico de esta modalidad educativa y ofrece orientaciones para la planificación y programación curricular modular, tomando como referentes el diseño curricular básico y el catálogo nacional de títulos y certificaciones. Asimismo, brinda pautas sobre el proceso de aprendizaje, la práctica pre-profesional y el desarrollo de competencias laborales en los estudiantes
OPI is launching an integrated marketing campaign to increase brand awareness and market share of its nail lacquer products. The campaign will target three key consumer segments: Significant Singles (women ages 35-65), Flourishing Families (married women ages 30-40 with children), and Suburban Style (fashion-forward women ages 30-40). The campaign will utilize magazine advertisements, online banner ads, billboards, television commercials, and in-salon promotions with a total budget of $35 million. The goal is to increase desire for the OPI brand by 50% and achieve a 20% market share among nail polish consumers.
The document discusses luxury consumer trends in 2015. It identifies 7 types of luxury consumers and their spending habits. It then summarizes luxury retail trends in India, noting a focus on jewelry and cars. Several additional trends are outlined, including the importance of emotional connections to customers, focusing on comparable store and e-commerce sales, building deeper customer relationships, using visual social media like Pinterest, producing brand-safe digital content, and creating multi-screen storytelling. The document advocates for laser focus on profitable opportunities and clients rather than broad expansion.
1) The worldwide personal luxury goods market grew 2% in 2013, marking a slowdown from previous years of double-digit growth and the first moderation since the 2009 financial crisis.
2) Euro fluctuations negatively impacted 2013 market performance despite real growth outpacing 2012, and the Japanese yen devaluation drove over half the difference between real and nominal growth.
3) Online luxury continues to grow rapidly at around 10% annually, with accessories having the highest online penetration and the US dominating the online luxury market.
STARBRANDS // BUILT TO SHINE: Luxury marketingSOFAMI.PL
Nasz pogląd czyli The Brand Marriage Company na marketing marek i produktów luksusowych a w szczególności ich strategię i budowę pod kątem segmentacji konsumentów dóbr luksusowych.
Our (The Brand Marriage Company) view on luxury marketing.especially luxury brand strategy and brand building in regards to luxury consumers segmentation.
Luxury Workshop: The Psychology of Luxury ShoppingCrobox
From Crobox's behavioral psychologists, learn about the behavioral motives and psychological drivers behind luxury consumption. Then, we give you a workshop on how to market your luxury products better.
Buccellati is an Italian luxury jewelry brand with over 200 years of history. It is seeking to modernize its brand while maintaining its core values of artisanal craftsmanship. A new CEO and the 4th generation family designer are helping introduce more affordable product lines like engagement rings and watches, as well as non-jewelry items like iPhone cases, to attract younger customers. Buccellati will focus on its boutique stores and leveraging its heritage to compete against top jewelry brands in North America like Tiffany, Cartier, and Van Cleef & Arpels.
Fashion and Luxury Brand Strategy, Soon After Internet Massification Margarida E. Pereira
1. Younger consumers and new groups will become the dominant luxury brand segments as market pressures drive a second wave of luxury brand consolidation.
2. Luxury brands will need to focus on customer experience through personalization, uniqueness, and new digital flagship stores to engage younger consumers online and in new markets.
3. Emerging technologies like nanotechnology, implantable devices, and virtual/augmented reality will allow new luxury players to emerge as tastes and customer desires change.
McCann New York has resigned from their account with tequila brand Jose Cuervo after nearly two and a half years together. The decision was based on financial factors. McCann's recent work for Cuervo featured a nostalgic campaign aimed at engaging millennials that referenced the Rolling Stones' infamous 1972 tour known for cocaine and tequila. Jose Cuervo is the top selling tequila worldwide and is targeting marketing efforts at 25-34 year old females through fashion and beauty magazines, websites, and sponsoring events like concerts and tattoo conventions popular with the demographic.
The document provides an overview of the luxury market and luxury consumers. It discusses key concepts in luxury branding including balancing logic and magic. It uses Prada as a case study. It then analyzes trends in partnerships, digital strategies, and experiences. Finally, it profiles the target luxury consumer as wealthy, career-focused individuals based in London and the Southeast who advocate high-quality products and consider themselves knowledgeable about finer things in life.
Future of Retail: Is It Coming Apart at the Seams? Deborah Weinswig
Retailers are facing challenges from declining store traffic and shifts in consumer spending away from apparel. Experiential retail, using food, beverage, in-store technology and customization, is a strategy to bring customers back to stores. Smart malls will track customers and use location-based advertising. New technologies like augmented reality, virtual reality, robotics and facial recognition are also changing the retail landscape.
10 French startups disrupting the way you experience fashion online Liam Boogar-Azoulay
It may sound like a stretch to say that French people are the reference for fashion. But as we say, “il n’y a pas de fumée sans feu” (there’s no smoke without fire).
In addition to having a very prolific fashion sense, the French are also very creative when it comes to the shopping experience. The landscape of French fashion startups is flourishing those days: 6 of the 10 companies presented in this article closed a round last spring/summer season and the results of their investments are released now. Let’s open the catwalk: http://wp.me/p2OgMk-65W
This document provides an overview and situation analysis for a campaign to shift brand interest from PINK to Victoria's Secret for the 18-24 year old demographic. Research identified a gap between the brands that the campaign aims to close. Primary research including 30 interviews informed insights about the target audience. The analysis identifies Victoria's Secret's strengths in brand awareness and market share but also weaknesses in body perception and costs. Opportunities include distinct branding and marketing for PINK and Victoria's Secret, as well as diversifying models and products. Threats include more affordable options from competitors. The campaign will focus on differentiating high quality products and creating an environment that makes 18-24 year olds want to shop the Victoria's Secret brand.
The document provides an overview of the luxury goods market in China. It discusses key trends such as the rapid growth of luxury spending by Chinese consumers which has made China the second largest luxury market globally. The personal luxury goods market in China is estimated to reach around EUR 18 billion by 2017, growing at a CAGR of over 6% annually. Major opportunities for luxury brands include rising incomes and an expanding middle class, while challenges include high taxes and consumers increasingly shopping abroad. International luxury brands dominate the Chinese market but are also investing in local brands.
Multicultural Marketing in the Beer IndustrySarah Duffy
The document discusses the craft brewing industry and marketing strategies of different breweries. It notes that while beer sales overall are declining, craft beer sales are growing. It then discusses Anheuser-Busch InBev's use of ethnic marketing targeting Hispanics and African Americans. Samuel Adams is mentioned as taking a different approach by focusing on quality and community rather than targeted campaigns. The document analyzes differences between AB-InBev and Samuel Adams approaches to multicultural marketing.
This document discusses luxury marketing strategies in Russia. It notes that luxury brands need to understand what luxury means to Russian consumers based on their culture and values. The document then provides an overview of the Russian luxury market, including its size, leading segments, and pricing models. It also examines spending trends among consumer segments and changing brand strategies from 2005-2015 to adapt to younger demographics and emerging trends.
Made in China: 8 Insights into the Chinese ConsumerBrand Genetics
A succinct overview of key factors influencing Chinese Consumer behaviour.
China truly is a land of opportunity with 30 years of growth that have helped lift millions out of poverty, enriched a middle class that is expanding fast and created 2.7 million millionaires and over 250 billionaires (US$). Given this speed of change and the complexity of a country with a population of 1.35 billion, making sense of the consumer and market context is not just useful, it's vital for success. Even if you're not working directly with China, you may be feeling its growing influence.
At Brand Genetics we're constantly working to understand the direction of change in global markets and identify the implications and opportunities for brands. To share some of our learnings the attached Speed Briefing outlines 8 key insights into the fast evolving world of the Chinese consumer.
Diptyque is a French perfume house established in 1961 that is known for its luxury scented candles and fragrances inspired by nature; while the brand has historically focused on its flagship stores and department store partners, it is looking to expand its international presence and digital channels to continue growing its portfolio of home and personal care products globally. The document provides an overview of Diptyque's brand history, product portfolio, distribution channels, competitors, SWOT analysis, and proposed customer relationship management strategies.
La ingeniería de requerimientos es el proceso de recopilar, analizar y verificar las necesidades del cliente para un sistema de software. Tiene como objetivo entregar una especificación de requerimientos correcta y completa. Incluye actividades como la extracción de requerimientos, análisis, especificación y validación. Existen herramientas como RequisitePro, DOORS y REM que apoyan esta disciplina.
Neurociencias - Bases neurológicas de la psicología humanaJosé Luis Ayerbe
El documento describe las bases neurológicas de la psicología humana según el Dr. José Luis Ayerbe. Explica las neuronas, su estructura, potenciales de acción y mecanismos de propagación. También cubre los neurotransmisores y su papel en la transmisión de señales entre neuronas a través de sinapsis. El documento provee una introducción detallada a conceptos fundamentales de neurociencia relevantes para la psicología.
Este documento presenta una guía de orientación para la programación modular en el ciclo básico de la educación técnico-productiva. Explica el marco teórico de esta modalidad educativa y ofrece orientaciones para la planificación y programación curricular modular, tomando como referentes el diseño curricular básico y el catálogo nacional de títulos y certificaciones. Asimismo, brinda pautas sobre el proceso de aprendizaje, la práctica pre-profesional y el desarrollo de competencias laborales en los estudiantes
Este documento describe el proceso de realizar un análisis cualitativo de riesgos, incluyendo su propósito y objetivos, factores críticos de éxito, herramientas y técnicas, y documentación de resultados. Explica cómo priorizar los riesgos según su probabilidad e impacto en los objetivos del proyecto para enfocar los esfuerzos de gestión de riesgos en las áreas de mayor preocupación.
Curso de Talento y Confiabilidad Humana - Gestión por competencias dictada en el IPEMAN por el MBA. Victor Caicedo Bustamante, catedrático de la FIIS-UNI
The right people can make or break a company. That’s great news for the self-employed, but unless you have a workforce of one, staffing is a major, perpetual concern.
Guia de Evaluación, Monitoreo y Supervisión para servicios de saludAnibal Velasquez
Este documento presenta tres tipos de materiales de capacitación para un curso de gestión en redes de establecimientos y servicios de salud sobre supervisión, monitoreo y evaluación. Incluye un texto autoinstruccional, una guía de trabajo aplicativo y un texto de apoyo. El objetivo es mejorar la capacidad de gestión de los participantes mediante un enfoque de autoaprendizaje.
Progama de formación tecnico en sistemas 865244David Rojas
Este documento presenta la información general del programa de formación titulada "Técnico en Sistemas" del Servicio Nacional de Aprendizaje (SENA). El programa tiene una duración de 12 meses y busca formar personal calificado en mantenimiento de equipos de cómputo, redes de computadores y herramientas ofimáticas. El documento describe los objetivos, competencias, perfil del instructor, estrategia metodológica y contenidos del programa.
Este documento resume las principales escuelas de pensamiento en administración. Incluye la Escuela Clásica de Taylor y Fayol, la Escuela de las Relaciones Humanas, la Escuela Sistémica, la Escuela del Proceso Administrativo, la Escuela Empírica, la Escuela Ecléctica, la Escuela del Sistema Social, la Escuela de Administración de Sistemas y la Escuela Burocrática. Cada escuela aportó nuevos enfoques y conocimientos sobre cómo administrar de manera más efectiva las organizaciones.
Este documento presenta información sobre mantenimiento industrial. Define conceptos como mantenimiento, objetivos, importancia, fallas, criticidad y vida útil. Explica que el mantenimiento busca mantener equipos funcionando de forma regular para evitar desgaste prematuro y reducir costos. La criticidad clasifica equipos por su importancia para la industria considerando factores como seguridad, medio ambiente, producción y costos. El documento provee lineamientos para analizar la vida útil remanente y determinar el reemplazo de activos.
El documento es la transcripción de un sermón del Rev. W.M. Branham predicado en Mesa, Arizona en 1963. En el sermón, Branham habla sobre la obra del Espíritu Santo en los últimos días y cómo el ministerio de William Branham fue la respuesta a profecías bíblicas. También anima a la congregación a acercarse a Dios, a confesar sus pecados y a pedir sanidad y bendiciones.
Este documento propone la creación de un nuevo Código Fiscal para el Estado de Zacatecas y sus municipios, debido a que el Código Fiscal actual data de 1984 y requiere actualizarse. El nuevo Código Fiscal unificaría la normatividad fiscal estatal y municipal, fortalecería la seguridad jurídica de los contribuyentes y ampliaría las facultades de las autoridades fiscales. El documento describe la estructura y contenido propuesto para el nuevo Código Fiscal.
Este documento describe la experiencia de Chile en la protección de la salud mental luego del terremoto y tsunami del 27 de febrero de 2010. Explica que los desastres pueden tener efectos negativos en la salud mental de la población afectada y que es importante abordarlos. También describe las acciones de preparación del Ministerio de Salud de Chile antes del desastre y las intervenciones realizadas durante las etapas crítica, post-crítica y de recuperación para proteger la salud mental de los afectados.
El documento presenta los componentes clave de un plan de negocios para una empresa de servicios financieros. Describe su estrategia de marketing en dos etapas, la primera enfocada en mejorar su imagen corporativa y la segunda en penetrar nuevos mercados mediante la segmentación, diferenciación de productos y campañas publicitarias. También incluye secciones sobre la estructura del curso de plan de negocios y conceptos generales.
Gfpi f-019 guia de aprendizaje 01 tda orientar fpilisbet bravo
Este documento presenta una guía de aprendizaje para un proyecto de formación profesional integral en el Servicio Nacional de Aprendizaje (SENA) de Colombia. La guía describe las actividades de aprendizaje, los materiales requeridos, y los criterios de evaluación. El objetivo del proyecto es analizar variables contextuales que influyen en la formación profesional para desarrollar competencias acordes a las necesidades sociales y productivas.
Luxury brands must focus on creating unique experiences rather than just conspicuous displays of wealth. While the top luxury segment continues spending, the aspirational middle class has tightened budgets. Successful luxury brands like Hermes emphasize quality craftsmanship over celebrity endorsements and maintain an exclusive image rather than chasing trends. The future of luxury lies in authentic brand stories, environmental sustainability, and novel experiential offerings rather than lavish displays of materialism.
The document discusses brand valuation methodology used by BrandZ. It notes that BrandZ's methodology is unique in that it uses extensive consumer research and data from over 2.2 million consumers in more than 30 countries to establish each brand's contribution and value. This consumer-facing approach combines consumer insights with financial analysis. The document also provides insights into trends seen in Latin American brand valuations compared to other regions.
BrandZ Top 50 Most Valuable Latin American Brands 2014Kantar
The BrandZTM Top 50 Most Valuable Latin American Brands 2014 analyses and determines the value of brands from Argentina, Brazil, Chile, Colombia, Peru and Mexico. Together, these nations represent around US$5 trillion in GDP, the equivalent of the world’s third largest economy ahead of Japan. It is the only ranking that takes into account the views of potential and current buyers of a brand, alongside financial data, to calculate its value.
The luxury goods market saw significant declines during the recession but has since recovered, though consumer behaviors have changed. Younger consumers expect more experiential luxury rather than material goods, and emerging markets like China are growing in importance. For luxury retailers to succeed, they must manage their brand portfolios strategically, capitalize on growth markets, engage consumers through new channels, address counterfeiting, and leverage technology to enhance the customer experience.
This document summarizes a discussion between branding experts about defining and developing luxury brands. They discuss how luxury has become more accessible through premiumization and democratization, allowing the mass market to aspire to luxury goods and experiences. However, some luxury brands are pursuing extreme luxury to maintain exclusivity as wealthier consumers now subtly signal status. The experts note two consumer tiers are driving luxury - a growing global mass affluent class interested in entry-level luxury, and ultra-high net worth individuals seeking exclusivity from niche luxury brands.
Luxury Brands (15th Alex Marketing Club) by Mr.Mohamed AttiaMahmoud Bahgat
Luxury Brands (15th Alex Marketing Club) by Mr.Mohamed Attia
to attend & Get the Address Confirm to me on Pvt WhatsApp
#Mahmoud_Bahgat
00966568654916
#Marketing_Club
Only If you are a Marketer Register as a member & or a Speaker in the link
http://goo.gl/forms/RfskGzDslP
■■■■■■■■■■■■■■
جروبات خاصة عالواتساب ب
محبي العمل فالتسويق فالمستقبل
غير عاملين بالتسويق حاليا للتعلم
■ أهم الإعلانات والأفكار والكتب في التسويق■
■■ *بدون كلام ولا سلام ولا شكرا*■■
فقط اشتراك الجروبات
وليس حضور اجتماعات نادي الماركتينج
■ *(الماركتيرز لهم جروبات خاصة)*■
ويستطيعوا حضور الاجتماعات الشهرية ولنا
■ اشترك في جروب واحد منهم فقط دوس على اللينك ■
Marketing club 19 (Future)
https://chat.whatsapp.com/IqDyV0a7GcPIKhcSKan8zD
Marketing club 20 (Future)
https://chat.whatsapp.com/Kt0SlWIeh3n8JPNrUKBOX8
■■■■■■■■■■■■■■■■
Marketing Club Middle East
Since 29 October 2015
We have 7 groups whatsapp
with 750 marketers
From all middle east
since 9 years
& now 13 more groups
For Marketing Club Lovers as future Marketers
Many non Marketers yet have asked to Attend the Club
((We Wish All can Attend,But Cant right now but soon we will..))
Criteria for attending Marketing Club Meetings
•••••••••••••••••••••••••••••••
For Better Harmony & Mind set.
Must be only Marketer
Also Previous Marketing experience
●Business Managers
●Country Manager,GM
●Directors, CEO
Are most welcomed to add Value to us.
■■■■■■■■■■■■■■■■
《 *Unmatched Criteria*》 till we allow all soon
Not Med Rep,
Not Key Account,
Not Product Specialist,
Not Sales Supervisor,
Not Sales Manager,
●●●●●●●●●●●●●●●●●●
But till you become a marketer
you can join our What'sApp group
Marketing Lover Future Club Group
■■■■■■■■■■■■■■■■
《 *Unmatched Criteria*》
For Conflict of Interest
Also Can't attend
If Working in a Marketing Services Provider
=not Hotel or tourism
=not Restaurant
=not Advertising
=not Event Manager
=not Market Researcher
■■■■■■■■■■■■■■■■
this Club for Only Marketers
Soon will open for all
Very Soon we will have
■ Business Leaders Club ■
For Sales Managers & Directors
Will be Not for Marketers
■■■■■■■■■■■■■■■■
جروب وصفحة الماركتينج كلووب عالفيسبوك
#Marketing_Club Group on Facebook
https://www.facebook.com/groups/837318003074869/
Now we can talk freely In all marketing topics
As open discussion all the time
On our Facebook group
Without disturbing anyone
on our 16 what'sApp groups
To keep what's app groups simple &to the point
Only 2 or 3 posts daily
■اتكلم براحتك على الفيسبوك■
وخلي الواتساب صور وكتبو وبوستات كاملة فقط حتى لا نزعج الناس
اشترك الآن في صفحة الفيسبوك
https://www.facebook.com/MarketingTipsPAGE/
اشترك الآن في جروب الفيسبوك
https://www.facebook.com/groups/837318003074869/
لتسجيل بيناتك لتصلك بعض المحاضرات لو أمكن عالايميل
http://goo.gl/forms/RfskGzDslP
#Marketing_Club
#Mahmoud_Bahgat
00966568654916
■■■■■■■■■■■■■■■
This document provides an overview of the luxury goods industry and an analysis of LVMH as a major player in the industry. It begins with a market segmentation of the luxury goods industry and an analysis of growth trends, operating margins, and industry concentration. It then analyzes LVMH's resources, capabilities, business strategy, and organizational structure. The document concludes with a discussion of industry evolution and innovation at LVMH. Key points include a segmentation of luxury consumers, analysis of Porter's Five Forces in the industry, and an overview of LVMH's diversification and vertical integration strategies.
Management of Fashion and Luxury Companieskgvsanthosh
What is Fashion?, What is Luxury?, Luxury Segments in Retail, Fashion market segmentation, Business models, Business model framework, communication of brands, Global Retail Trends, Retail Distribution channel and its types.
Reference link:- https://www.coursera.org/learn/mafash#syllabus
The document discusses the luxury fashion market in India, focusing on women's luxury brands. It provides background on the meaning and characteristics of luxury brands. The global luxury market and factors driving the entrance of luxury brands into India are examined, such as a growing middle class and increasing consumerism. Data is presented on the Indian luxury market size and categories of luxury products purchased by Indian women. Marketing strategies of luxury brands like Louis Vuitton and Jimmy Choo targeting the Indian women's luxury market are analyzed.
This document discusses the creation of a luxury brand. It begins by defining luxury and luxury brands, noting that luxury involves great expense and comfort. It then discusses some of the largest luxury goods producers like LVMH. It explores the birth of luxury brands and how advertising expenditure is typically 5-15% of sales revenue. The document then examines rational and emotional aspects of luxury brands and different luxury sectors. It outlines eight pillars of luxury branding: performance, pedigree, paucity, persona, public figures, placement, PR, and pricing. Finally, it provides insights into marketing luxury brands in India, including that Indian consumers are brand conscious but price sensitive and have high expectations of service.
The document discusses luxury brands' adoption of digital technologies in China. It surveyed 108 luxury brands across different categories on their digital presence and capabilities. Most brands had a strong presence on social media platforms like Weibo and WeChat, as well as mobile-optimized websites. However, fewer brands offered online shopping or mobile commerce options. Multi-brand and cosmetics companies tended to have the most developed digital competencies overall. The document emphasizes that luxury consumers, especially younger generations, expect engaging, personalized digital experiences from brands that become part of their lifestyles.
With the NET-A-PORTER and Yoox merger, all luxury brands need to quickly embrace new e-commerce strategies and to develop unique social media experience.
This takeaway report aims to explore what is at stake for the luxury industry, to highlight few best practice both from a content strategy perspective and from a retail marketing one.
From anti-social behaviours to re-generate exclusivity, to new approaches regarding customers journeys, the opportunity is big for luxury brands.
Featured brands: Hermès, Chanel, Louis Vuitton etc.
More information on http://thisisreup.com
This document provides an analysis of Coach Inc., a company that designs and markets bags, apparel, and accessories for men and women. Coach was founded in 1941 and was later sold to Sara Lee in 1985. Today, Coach is a leading luxury brand known for its quality and style at affordable prices. The analysis answers questions about Coach's characteristics, competitive forces, strategies, strengths/weaknesses, and recommendations for improvement. It also discusses threats such as counterfeiting and growing demand in emerging markets like China and India.
How Digital is Transforming Luxury: The New Affluent ConsumersLuxe Digital
In Luxe Digital Issue One: Genesis, we compiled stories of origin and transition. A digital-first outlook on luxury marketing. Transforming luxury print magazines for digital. Taking back control of the customer acquisition in luxury hospitality. The emergence of new luxury hubs in China. The growing thirst for conscious consumption in beauty and fashion. Seeding thoughts on influencer marketing, wealth management and much more.
…And this is only the beginning! The beginning of an enriching and rewarding journey of digital innovation and empowerment.
A platform to inspire, empower and drive positive change, Luxe Digital is for the believers, game changers, leaders who dare and care to think innovatively. It is a distilled collection of fresh perspectives, reflective insights and thought-provoking digital explorations that have the power to shape the future of businesses.
The Indian luxury landscape is evolving in ways that are redefining consumers and requiring luxury players to change their operations in 2016. Key trends include the rise of digital and social media marketing, pre-owned luxury goods gaining popularity, renting luxury items, making luxury more accessible to mainstream customers, collaborations between Indian and global brands, customization and "Indianization" of products, boosting domestic manufacturing, and regulatory changes impacting the industry. Brands will need an omnichannel presence to engage customers across all platforms personally.
Changes in luxury shopping behavior among Chinese consumers Xie Qing
Chinese luxury consumers are becoming more sophisticated, seeking self-reward and unique brands over status symbols. They have developed expertise in luxury brands' histories. While established brands like Louis Vuitton remain prestigious, new brands are growing in popularity. China has become the top destination for luxury shopping, surpassing Hong Kong and Europe, especially in tier 2 and 3 cities.
The document discusses the current state and future outlook of the UK luxury fashion market based on a survey conducted by Drapers magazine. Key findings include:
- 85% of respondents reported increased turnover in 2011 compared to 2010, and 77% reported increased profits. On average, turnover rose 23% and profits rose 18.5%.
- 92% expect turnover to rise next year, with brands forecasting a 27% increase and independent boutiques a 15% rise.
- International sales will continue to be important for growth, though most businesses currently get less than 20% of sales from overseas. Western Europe is the top international market currently.
- Tourism is also a significant source of UK sales, with
Similar to NetBase Brand Passion Report: Luxury Brands 2016 (20)
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
Smart Tools, Smarter Business -15 AI Tools to Optimize Your Workflows from Id...
NetBase Brand Passion Report: Luxury Brands 2016
1. NetBase Brand Passion Report:
Luxury Brands 2016
The social consumer view of
luxury brands
2. 2
We All Have Luxuries, Big or Small
Social media knows no borders—for any business.
No matter your brand, no matter your company, global
technology is bringing everyday consumer dynamics right into
the hands of business leaders. A never-ending stream of social
information reveals how consumers feel about their brands, lives,
interests, and everything in between. CEOs and CMOs must
navigate emerging trends, reputation challenges, brand reviews,
and consumer connectivity—all at the speed of social media.
Luxury isn’t going away. It’s just getting a makeover.
As consumers, we define luxury at a given moment in time,
from a nice gift to yourself, to a memorable experience, to a
family treat. But by examining social conversations, it’s clear that
luxury, as defined by the consumer, is taking on a new look. We
see that the retail environment is evolving, while watches are
having a resurgence.
Consumers are passionate about their luxury brand choices,
which often help define who they are. We see that emotions are
high for the brands they love, but we also see consumers fall
out of love, too. A number of popular luxury brands dropped off
the list over the course of our study. Is intense competition to
blame? Or is it the fickle nature of consumers?
3. Can you measure consumer emotion?
At NetBase, we wake up every morning looking for new
ways to put social media analytics into action for you.
NetBase Brand Passion Report: Luxury Brands 2016
examines what consumers are talking about on social
media within the category of Luxury, with further detail
into specific subsets. Using our patented technology,
we surfaced consumer emotions, behavior, and usage
towards the industry and select brands, how certain
attributes define brand challenges, and which players are
setting the standards.
We measured not only the volume of social content and
sentiment—but also the intensity of feeling. Altogether,
this delivers valuable information that can inform key
decisions for every part of a business, including today’s
CEOs. We know that consumer passion is linked to brand
growth, so it’s more important than ever for consumer
brands to base their actions on the hearts and minds of
their audiences.
Now, you can convert thousands of social conversations
into powerful marketing that grows your brand. Let’s
find out how.
4. Reading the Luxury Brands Category
4
Understanding consumer emotions for luxury brands is
one part art, one part science.
Language and Geography
The language was set to English, with no restriction of region,
making it a global study of the social consumer perspective of
brands associated with Luxury.
Time Frame
Two years of historical social media content were analyzed
and compared, consisting of approximately 700 million posts
in the Luxury category. The analysis spanned two comparable
periods from September 1st, 2013 to August 31st 2015:
• Year 1 = September 1, 2013 – August 31, 2014
• Year 2 = September 1, 2014 – August 31, 2015
Consumer Emotion
• The Net Sentiment (overall direction of consumer
feeling) was 54 in Year 1, and rose to 59 in Year 2. Even
with the increase, this was still on the low end.
• The Passion Intensity (degree to how strongly
consumers felt) was 64% in Year 1 and 69% in Year 2,
seeing the same 5% increase as Net Sentiment.
Geographical Breakdown
The majority of social conversations were from: USA, UK,
Canada, India, Australia, South Africa, France, Mexico, China,
Spain, Italy, and over 70 other countries.
5. What is Luxury?
Consumers define what luxury means to
them on social, but here’s one definition.
“A good or service that is not considered a necessity but is
considered as something that brings pleasure or happiness. For
example, an individual might purchase an expensive automobile
because of the status and comfort that it will bring, though a used
car would suffice for traveling purposes.”
Source: investorwords.com
6. 6
This report looked at more than 700
million posts across luxury, watches
and commerce
The social posts spanned over
80 countries
The Luxury conversation grew by
75% year-over-year
The conversation for the Top 45
Luxury brands increased by 82%
The Top 15 Luxury brands
more than doubled their brand
conversation in social
7.
8. 8
What Is the Luxury Conversation About?
Meet a diverse cast of luxury brands.
The time frame of our study yielded an exciting spread of luxury
brands, covering watches, cars, retailers, and many European
brands.
• One to watch: In 2015, the category of Watches saw great
momentum on the heels of the Apple Watch launch. Among
the Top 45 Luxury brand conversations, watches account for
7% of mentions.
• Rise of etailers: 2015 also saw a rise in digital etailers,
reminding us that it’s crucial to master the overall consumer
shopping journey in order to build brand strength. These
etailers account for 10% of the Top 45 mentions.
• Brand breakdown: Of the Top 45 Luxury brands surfaced,
European heritage brands account for about 50%, while
American brands make up about 30%.
9.
10.
11. 11
The Heart of the Conversation
It’s all about the details.
Most social discussion centers on specific luxury brands and
items. Often, the cost of luxury items is brought up, as well as
celebrities associated with certain brands.
Another trend occurred in China, where luxury sales became a
frequent topic of conversation. This highlights the importance of
European and American luxury goods for the Chinese shopper.
Singer-actress Jennifer Lopez is a fan of luxury fashion brand
Versace. She believes the fashion house dresses her best.
- Unknown, prokerala.com
“
Several high-profile British models, including Kate Moss, Cara
Delevinge and Romeo Beckham, Victoria and David Beckham’s
son, posed for Burberry’s winter and Christmas campaigns.
Successful celebrity endorsement is valuable for luxury fashion
brands and helped Burberry to outperform recently. Chinese
people consume one-third of the world’s luxury goods and
even half the products in some luxury categories.
– Sunny Lam Kwok-tai, ejinsight.com
“
The survey results also indicated that Chinese consumers
believe that luxury shops outside their home country offer
better customer service and product selection. Chinese
travelers also love shopping for luxury goods en route to
avoid taxes. The survey found that duty-free shops commonly
located in airports and major tourist locations are a leading
distribution channel for luxury: 53 percent of mainland
respondents shopped at a duty-free store in the past year.
– Lorre White, luxguru.typepad.com
“
12. 12
Change Is Constant in the
Luxury Brand World
Consumers are expected to be fickle about brands, but with
the changes we saw year-over-year, it was clearer than ever.
• Most Top 15 brands held a constant position, leading in
share of voice for the Luxury conversation.
• At the same time, the Watches category had a shakeup with
the launch of the Apple Watch, while highly personalized
etailers continued to make an impact.
• European brands maintained their position as key drivers in
the Luxury conversation.
• Some brands disappeared altogether, while new ones
emerged.
13.
14.
15. 15
Who Fell Out of the Luxury
Conversation?
A handful of brands dropped off the Top 45 list in the second
year of our study.
• Three European brands didn’t make the cut: Armani,
Versace, and WildSwans, a UK retailer.
- These three European brands were not even on the Top
70 highest-ranked luxury brands tracker this report is
built on.
• The sole US brand not recurring on the list is Apple iPad.
16. Top 15 = 114%
Top 16-30 = 26%
Top 31-45 = 42%
Growth In Mentions by Tier
Mentions by Top Luxury Brand Tier
Top 15 = 71.9%
Top 16-30 = 18.8%
Top 31-45 = 9.3%
16
Which Brands Own the
Conversation?
18.8%
71.9%
9.3%
114%
26%
42%
17.
18. 18
Understanding the Report
The Headlines:
The following tables list the Top 15, Top 16-30, and
Top 31-45 most talked about brands in the Luxury
space, as defined by consumers in social.
Brands are ranked by most recent performance, Year
2 (September 1st, 2014 to August 31st, 2015), with a
comparison to the prior year’s rank.
19. I have found that using eBay is a wonderful way to find
luxury goods at great prices, but even I was surprised
by the bargain that I was able to get this time round. My
Chanel sunglasses make me feel like a true fashionista
every time that I wear them, but the price was bargainista
all the way! I am wearing Chanel Rogue Allure Lip Gloss
in the shade 18 Seduction...
– vynusmagnus, reddit.com
“
Gucci Guilty is probably my favorite fragrance. The
fragrance makes me feel good and encourages me to
dress up, as the fragrance screams Luxury.
– vynusmagnus, reddit.com
“
I just bought my very first luxury bag a couple of months
ago. A vintage chanel :)
– rraven, forum.purseblog.com
“
19
20. 20
Top 1-15 Luxury Brands Ranked by
Social Mentions
Many of the Top 15 Luxury brands also operate within
physical retail spaces.
10 of the Top 15 Brands have European origins, with a
majority from Italy and France.
In Year 2, the Top 15 brands garnered more than 70% of
the social chatter for all Top 45 brands. This suggests
they were top of mind for the consumer when it comes
to Luxury.
Chanel replaced Louis Vuitton in the #1 spot. Gucci took
#2, as Apple shifted slightly downwards. However, Apple
was still highly prevalent in the Top 15 in Year 2, with two
additional positions represented by the brand: iPhone
and the new Apple Watch. Apple Watch comes in at #13,
bumping Rolex down to #14.
eBay saw great upward movement from #27 to #5 in
Year 2, while Cartier and Dior improved their positions as
well.
As trends go, Vintage fashion and design continued to
hold consumer appeal and mindshare at #8.
The Headlines:
21. Chanel (France) 152%
305%
129%
-22%
896%
86%
1 3
Hermes (France)
Apple (USA)
Dior (France)
Prada (Italy)
Cartier (France)
eBay (USA)
3 5
5 27
22
4
18
8
10
11
New
7
9
6
7 1
Louis Vuitton
(France)
Vintage
(not a brand)
8
9
10
iPhone
(Apple USA)
11
Burberry (UK)12
Apple Watch (USA)13
Rolex (USA)14
LVMH (France)15
Gucci (Italy) 151%
-4%
86%
New
161%
-3%
29%
543%
162%
2 6
4 2
ChangeRank Rank
Top 1-15 September
2014 to August 2015
% Change in
mentions
Source: NetBase Brand Passion Report: Luxury Brands study social web,
period Sep 1, 2013 to Aug 31, 2015, A “-” indicates Year 1 data not available
22. 22
What Will Consumers Pay for Luxury?
Apple has managed to position itself as a “luxury”
brand with their marketing tactics. It’s the same thing
that Rolex did.
– AsbestosFlaygon, killermovies.com
“
It was a wonderful car, and until that time in my life
it was the best car I ever had. Then I bought my first
Ferrari, a 355 Spyder. Within the first hour of owning it, I
had complete[ly] discarded the notion of going back to
the Porsche.
– Drive550PFB, ferrarichat.com
“
23.
24. 24
Top 16-30 Luxury Brands Ranked
by Social Mentions
The Top 16-30 includes 2 brands from Asia, 9 from Europe,
and 4 from the USA.
There was strong retail movement on this list, led by new
brand Alibaba, and joined by fellow newcomer Net-a-Porter
at #28. Amazon also moved up from #31 to #20.
Coach, Jimmy Choo and Mercedes-Benz dropped in this
list from their previous spots in the Top 15, while a handful
fell out of the picture: Michael Kors, Porsche, Tiffany, Nike,
Mulberry, Jaguar, and Nissan.
Yves Saint Laurent saw great improvement and landed at
#25, while Kering rose to #27.
Finally, D&G and Fiat were welcomed into the Top 30, both
seeing significant increases.
Here’s where I splurged on a luxury product! I’m so
excited that I got the Yves Saint Laurent Rogue Volupte
Silky Sensual Radiant Lipstick in Nude Beige. It’s a nude
pink that I should be able to wear with anything.
– Mary S., swatchandlearn.com
“
In case I haven’t mentioned yet, we really like Amazon
Prime. It fills our house with little luxuries.
– R. Dudlius, harmonious-smith.blogspot.com
“
The Headlines:
25. Alibaba (China)16 New
Coach (USA)
Jimmy Choo (USA)
Mercedes (Germany)
Ford (USA)
YSL (France)
Amazon (USA)
18 15
20 31
26
36
54
70+
12
20
New
29
50
21
22 17BMW (Germany)
Samsung (Korea)23
24
25
Tag Heuer
(Switzerland)
26
Kering (France/Italy)27
Net-a-Porter (UK)28
Fiat (Italy)29
D&G (Italy)30
Ferrari (Italy)17 42
19 14
Rank
Source: NetBase Brand Passion Report: Luxury Brands study social web,
period Sep 1, 2013 to Aug 31, 2015, A “-” indicates Year 1 data not available
Top 16-30 September
2014 to August 2015 Change Rank
% Change in
mentions
New
274%
27%
122%
168%
288%
363%
67%
13%
New
64%
136%
17%
78%
32%
26. 26
Top 31-45 Luxury Brands Ranked
by Social Mentions
Of the Top 31-45 brands, 7 dropped in the rankings from Year
1, including Michael Kors, Porsche, Tiffany, Nike, Mulberry,
Jaguar, and Nissan. Together, this group’s mentions fell by 9%,
at a time when the Top 45 grew by more than 80%.
This list contains 6 companies from Europe, 5 from the USA
and 4 from Japan.
Newcomers in Year 2 include: Montblanc at #31, Richemont
at #33, Chrysler at #37, Infiniti at #38, GM at #44 and Rolls-
Royce at #45.
4 department stores fell off the list: Neiman Marcus, Hudson
Bay, Barneys New York, and Saks Fifth Avenue.
We also bid adieu to Moet Hennessy, Fendi, Acura, and
Daimler.
Rolls Royce, all the way. Class over speed, all day.
- Penguin, quitsmokingmessageboard.com
“
So glad I got back into selling and found Etsy! It’s a
wonderful community too.
- Katherine W., etsy.com
“
The Headlines:
27. Montblanc
(Germany)31 59
Porsche (Germany)
Richemont
(Switzerland)
Nike (USA)
Honda (Japan)
Toyota (Japan)
Tiffany (USA)
33 30
35 19
New New
21
41
48
24
40
34
32
70+
36
37 53Chrysler (USA)
Infiniti (Japan)38
39
40
Nissan (Japan)41
Mulberry (UK)42
Jaguar (UK)43
GM (USA)44
Rolls-Royce (UK)45
Michael Kors (USA)32 16
34 New
Source: NetBase Brand Passion Report: Luxury Brands study social web,
period Sep 1, 2013 to Aug 31, 2015, A “-” indicates Year 1 data not available
Rank
Top 31-45 September
2014 to August 2015 Change Rank
% Change in
mentions
209%
36%
147%
56%
232%
36%
13%
12%
New
15%
5%
380%
124%
36%
28. 28
The Top 45: Where Are They From?
Brands by original HQ (not subsidiary)
American brands are making their mark primarily through the
strength of Apple, but also with eBay and Amazon.
USA (14)
29. Europe (25):
France (7)
Italy (6)
Switzerland (3)
UK (5)
Germany (4)
Once again, European brands dominate the Luxury list. In
particular, French and Italian heritage brands continue to
capture the conversation.
Asia (5):
Japan (3)
Korea (1)
China (1)
30. 30
European brands account for more than half the
luxury list this year.
The Top 45: Where Are They From?
Asia
Europe
31.
32. The Top 45: Which Industries
Are They From?
Main Brand Industry
Fashion & Bags (16):
Chanel
Gucci
Hermes
Dior
Louis Vuitton
Prada
Burberry
Vintage
LVMH
Coach
Jimmy Choo
Yves Saint Laurent
Kering
Dolce & Gabbana
Michael Kors
Mulberry
Technology &
Telecommunications (4):
Apple
iPhone
Apple Watch
Samsung
34. 34
About the Luxury Industries
Fashion & Handbag vendors account for over 1/3 of the
Luxury list this year, followed closely by Automobiles at 31%.
Jewelry & Accessories is the third biggest area at 13%.
When discussing Luxury, fashion and handbags remain top-
of-mind for consumers.
Cars have become an even more popular luxury item for
discussion.
E-commerce retailers or etailers are emerging in relevance
for consumer luxuries.
Top 45 Industry Split
The Headlines:
35.
36. Which Media Platforms Surface In
Relation to Luxury?
Twitter
Facebook
YouTube
Tumblr
Reuters
Google
Forbes
Bloomberg
WeChat BBC
1
5 10
3
7
9
6
8
4
36
2
37.
38. 38
The Top 15 Blogs for Luxury
The Headlines:
Topping the Luxury blog list is Luxurydaily.com,
ahead by quite a margin relative to other sites.
Media blogs are popular, including known platforms
like BBC, Express, and Forbes.
Other top-ranking blogs include BusinessofFashion,
Luxguru, BusinessInsider, ShopinChic and
HandbagsTonight.
FreeFashionInternships is making waves along with
TrendHunter and Cpp-luxury.
40. 40
The Top 15 Forums for Luxury
The Headlines:
The top forums for Luxury include Forum.purseblog at
the very top of the list, followed closely by Reddit.com.
Forums Watchuseek, Macrumors and GMinsidernews
are at similar levels of interest and also high on the list.
Other forums include SkyscraperCity, RolexForums,
StyleForum, and DigitalSpy.
42. 42
Taking a Closer Look at Social
Now, you don’t have to guess how consumers feel about
a brand experience. Brands can leverage social analytics
to understand emotion from millions of consumer
conversations.
Particularly powerful is the ability to understand consumer
passion. Find out who loves you, who loves you not, and
what you can do about it.
43.
44. Why Does the Emotional Brand
Connection Matter?
Great brands master the art of creating an emotional
connection with their consumer, which to a large
degree removes price comparison as a deciding factor.
But first, they must have a deep understanding of the
role their category and brand play in the consumer’s life,
and how they can stay in sync with consumer dynamics.
The idea that technology would deal a fatal blow
to the watch, simply hasn’t panned out. Men now
own mobile phones and BlackBerrys as well as, not
instead of, their timepieces. Watches are one of
the few items that a man can wear that he believes
display true character, signal that he is a member
of a particular club – whether it’s an Audemars
Piguet or a Swatch – and indulge in a little dose of
extravagance without, generally, drawing criticism.
Watches are the acceptable face of male jewelry:
bangles can be iffy, signet rings dodgy, ear studs a
no-no and gold chains risible. A Rolex or a Jaeger
LeCoultre, however, whether it’s gold, platinum or
stainless steel, is viewed as wholly acceptable.
Source: www.theguardian.com : Why are men obsessed with watches?
Jeremy Langmead
44
“
45.
46. 46
Deep Dive: Watches
By examining the depth of social conversations in a category
such as Watches, we can understand how consumers feel
about each brand. Who do they love? Who do they hate?
What defines the brand in the mind of the consumer?
As a brand guardian, you can then see how your brand has
evolved over time, and what drove the changes. You can ask
yourself, “Do consumers see my brand the way I want them
to see it?”
47.
48. Taking a Closer Look at Watches
Apple Watch
Tag Heuer
Richemont
Curren
Movado
Montblanc
Watches
Patek Philippe
Rolex
1 5
3 7
8
6
4
48
2
49. “The economy has also dictated a shift in what men are
looking to buy. Sarah Carlsen, head of press at Cartier,
says that its customers are also no longer looking to
make an ostentatious statement. “The showy buyers of a
bull market are long gone,” she says. “We are now selling
to men looking to make an intelligent purchase; looking
to be part of an unspoken club of those who know,
understand and appreciate the complications of an haute
horology timepiece.”
Source: www.theguardian.com : Why are men obsessed with watches?
Jeremy Langmead
50. 50
Mapping the Brand Passion Index
With the NetBase Brand Passion IndexTM
, we can
quickly map a category using three dimensions: Passion
Intensity, Net Sentiment, and amount of consumer
chatter.
• Passion Intensity gets to the heart of consumer
feelings towards a brand or company. We can hate,
we can love, and everything in between. The strength
or intensity of emotion is rated on a scale of 0 to 100.
Our Watches category averages 77% for passion,
which is stronger than passion for Chocolate found in
a previous report.
• Net Sentiment indicates how consumers feel about
a brand’s work in marketing, customer care, and
product—and if they will stick with the brand. It is
calculated by totaling dislikes and likes, then uses
a ratio of either above the total. This provides a
number from a scale of -100 to +100. Often, a trend
in Net Sentiment corresponds with consumption and
business performance. With a high-accuracy social
analytics platform, you can take action in real time to
impact this sentiment.
• For amount of chatter, we looked at a set of more than
20 million Watches posts from two years to make a
map of the landscape.
• #FunFact: The launch of the Apple Watch
caused the conversation to increase more
than 4x in just one year.
At the end of the day, the Brand Passion Index signals
long-term brand health and tracks a brand’s movement
over time, answering the important question: “Am I
winning the heart of the consumer?”
51.
52. 52
Passion Intensity
Strength of
Consumer Feeling
Overall Luxury Category = 69%
77%
Passion Intensity for Watches
Source: Passion Intensity* measures the amount of strong emotions towards a
brand. Scaled to span from 0 to 100.
100* (Strong Emotions – Weak Emotions) / (Strong Emotions + Weak Emotions) +
Language Specific Scaling Factor
53.
54. 54
Net Sentiment
Overall Direction of
Consumer Feeling
Overall Luxury Category = 59
Net Sentiment for Watches
+100
+76
0
-100
Net Sentiment: Measures the ratio of positive over negative sentiment towards a
brand. Spans from -100 to +100.
55.
56. 56
A Close Look at the NetBase
Brand Passion Index™
NetBase created a proprietary, patented Brand Passion
Index to help map Net Sentiment and Consumer
Passion for different categories and brands, while also
representing the larger conversation.
The size of the brand’s circle represents absolute
social mentions over the given time period.
By mapping on an axis of Net Sentiment and Passion
Intensity, brands are placed in either the Like, Love,
Dislike or Hate quadrants. This allows brands to
understand relative opportunities and trends.
The Headlines:
58. 58
What Does the NetBase Brand
Passion Index™ Reveal?
All brands made it to the Love quadrant.
The most significant change is the introduction of
the Apple Watch. It quickly became the largest
brand in the category, clearly benefiting from an
existing distribution network and brand strength.
Apple Watch is so popular that it actually rescaled
the graph, and mentions were considerably higher
between 2014 and 2015.
While all brands except Movado saw increased Brand
Passion in the second year, Net Sentiment had a
more mixed performance.
Brands with an increased Net Sentiment include
Apple (from 33 to 58), Rolex (from 79 to 85), and
Movado (from 83 to 86).
The rest of the brands dropped in Net Sentiment:
Curren (from 71 to 63), Tag Heuer (from 88 to 84),
and Patek Philippe (from 82 to 80).
The Headlines:
60. 60
An Analysis of 4 Key Brands Last
Year: What Changed and Why?
Tag Heuer:
Net Sentiment decreased slightly, but overall volume
increased 152% (at a general brand level).
Mentions increased particularly on Twitter (+187%)
and Forums (+105%), as well as Facebook (+90%).
A top negative attribute that surfaced in the second
year was price (viewed as potentially too high for the
brand for parts of its new range) which impacted Net
Sentiment negatively.
Patek Philippe:
Passion Intensity increased due to more sharing
of pictures with passionate mentions across social
media, although there was a -2 drop in Net Sentiment.
Forums had the strongest growth in mentions at
+208%, followed by Blogs at +66%.
61. 61
Added in news of the TAG Heuer watch’s [sic] eventual
price and possible release date. The TAG Heuer
smartwatch won’t be cheap
- Andy Boxall, digitaltrends.com
“
Yes very easy. The genuine Tag Heuer leather strap is
quite expensive though, although obviously aftermarket
ones are available.
- Mr_C, pistonheads.com
“
The TAG Heuer is a distinguished look at, and its heritage
displays the ongoing creativeness and ingenuity of the
model. It is not cheap and it shouldn’t be.
- Le1Pmo, facebook.com
“
The stunning Patek Philippe World Time Munich Edition
ref. 5130R-020. A 25-piece limited edition.
- watchcollectinglifestyle, tumblr.com
“
Left or right? Two magnificent Patek Philippe timepieces
presented at #Baselworld2015. (at Baselworld - The
Watch and Jewellery Show)
- smfblog, tumblr.com
“
62. 62
Rolex:
Apple:
Overall mentions for Rolex increased 48% in the
second year (not specific to luxury brands). This was
largely driven by growth in communication across
Twitter (+60%), Forums (+56%), Tumblr (+46%), and
consumer picture posts showing love of the Rolex
brand, as well as some on Youtube.
Wondering why Apple looks like it’s on the border in
social? There are certainly those who love the new
Apple Watch. But there are also two big detractors:
1) Consumers felt that smart watches are not a
necessity if you already own an iPhone, and 2) users
of the new Apple Watch shared performance issues
related to iOS upgrades.
Overall, the Apple Watch exploded onto the scene
across all social forums in 2015.
Although classified here as a watch, there is a clear
ecosystem opportunity for health or connectivity
systems in the future.
An Analysis of 4 Key Brands Last
Year: What Changed and Why?
63. 63
Love the updated Rolex Cellini collection. This Dual
Time is pure elegance.
- klocksnack, tumblr.com
“
Love the new Rolex Yacht-Master. Perfect!
– scandinavianwatchclub, tumblr.com
“
Who has one? The apple watch will fall in the same way.
The smart watch has been tried before.
- Unknown, wired.com
“
And as it stands right now, and for years to come, a smart
watch isn’t a necessity. Hell, the Apple watch barely
works unless you have an iPhone on your person. So it
has no added utility over the iPhone.
– scandinavianwatchclub, tumblr.com
“
64. 64
Watches: Top 4 Brand Attributes
Zooming in on the Top 4 Watch brand attributes, we looked
at what “defines” each brand in the eye of the consumer,
based on positive attributes and feelings in the final year.
As a brand guardian, it is important to know what your brand
represents—and know if there is a gap to fill, a direction to
maximize, or a problem to fix.
Do you think these brands are filling the roles they aspire to?
65. 65
Top Global Brand Attributes
August 2014 – September 2015
Apple brand attributes are driven by the app linkage,
newness, how it works, having a new watch, and trust
in Apple succeeding as a manufacturer.
Rolex brand attributes are driven by a history of
reliability and authenticity, and a perception of
the brand being for rich consumers. Evidence of
authenticity is an important part of buying a Rolex to
avoid counterfeits. The final attribute, “clean,” relates
to a love for the new designs from Rolex.
Tag Heuer has clear attributes of a brand with
a strong history and positioning. The words
“legendary” and “authentic” speak to that. But Tag
Heuer also stands out for design and innovation with
perfect fit and smart watch attributes.
Patek Phiippe brand attributes are overtly driven by
design and experience. It is defined by four words:
beautiful, gorgeous, wonderful and functional. Patek
Philippe is in good company and clearly tapping into
the hearts of consumers.
The Headlines:
66. 66
Deep Dive on E-commerce
E-commerce brands like Amazon, eBay, and Net-a-Porter
have seen a rapid rise in the Top 45 Luxury brands this
year. They have taken a higher consumer mind share and
therefore deserve a deeper analysis as a category.
We will be taking a closer look at Amazon, eBay, Net-a-
Porter, Alibaba, and Etsy.
Taking into account the sector’s experience and our
extensive knowledge of other industries that are more
mature in their digital development, such as mass fashion
and consumer electronics, we forecast that the global
luxury e-commerce market will follow a trajectory similar
to individual brands. We expect luxury’s share of online
sales to double from 6 to 12 percent by 2020. By 2025,
we expect the online share of total luxury sales to be
18 percent, worth about 70 billion annually, making
e-commerce the world’s third largest luxury market, after
China and the United States.
This article is excerpted from the July 2015 edition of the Altagamma-
Mckinsey Digital Luxury Experience Observatory, Digital inside: Get wired
for the ultimate luxury experience (PDF - 1,262KB)
The Headlines:
“
67.
68. How Does E-commerce Fit In
With Luxury?
eBay
Amazon
Etsy
Net-A-Porter
Alibaba
1 4
3
5
68
2
69. “Three out of four luxury shoppers own a smartphone and
about half own a tablet, according to our interviews with more
than 3,000 luxury customers in six major luxury markets.
Not surprisingly, while they’re at work they rely mostly on
desktop or laptop computers, but while commuting, dining, or
shopping, they’re more likely to use smarephones, especially
to search for products and store locations. Indeed, more than
half of luxury shoppers’ searches are mobile, and more than
one in five of the shoppers in our sample said they often or
always do some research on a mobile device before making a
luxury purchase.”
Source: Luxury shopping in the digital age by McKinsey & Company 2014
70. 70
E-commerce in the Luxury Category
We mapped e-commerce across three dimensions: Passion
Intensity, Net Sentiment, and amount of consumer chatter.
Passion Intensity: The five e-commerce players that
constitute our mapping average 66% for Passion Intensity,
slightly below overall Luxury (69%) and Watches (77%). It’s
also down from 74% in Year One.
Net Sentiment: For the five e-commerce players, Net
Sentiment averaged 71, which was down from 73 in Year One,
and well below other categories detailed in previous NetBase
industry reports.
Amount of Chatter: We looked at more than 685 million
mentions of these five brands spanning two years to map
the e-commerce landscape. We found it has changed
dramatically. Total mentions increased 2.6x in Year Two,
driven in particular by the rise of eBay (mentions up nearly
4.6x) and Alibaba (mentions up 2.6x).
2.6x increase in mentions
685 million mentions
76. 76
What Does the NetBase Brand
Passion Index™ Reveal?
There was a 2.6x increase in mentions for e-commerce
retailers over a two-year period, which rescaled the
NetBase Brand Passion Index visual.
There is a spread in brand performance across all three
factors (Passion Intensity, Net Sentiment, and mentions).
However, all brands saw a drop in Passion Intensity, and
only two improved their Net Sentiment.
eBay skyrocketed in the Top 45 list with mentions
increasing nearly 4.6x. However, Passion Intensity
dropped from 76 to 65, which is below average for the
Category. This moved the brand away from the top of
the Love quadrant, with Net Sentiment remaining stable
at 65, also below average.
Surprisingly, Amazon did not see increased consumer
mentions, which rarely happens in social. Instead,
the company remained flat over the two-year period.
Passion Intensity dropped from 66 to 68 (on par with
the average), but Net Sentiment increased from 62 to 66
(still well below the average), driven by excitement over
free trials.
The Headlines:
77. 77
EBay is quite safe. I bought many items from ebay and
many great deals.
- Rolex99, basenotes.com
“
I’m looking forward to receiving it tomorrow.
Gotta love Amazon !!
- RooRoo, community.qvc.com
“
78. 78
Etsy is such a fun sight [sic]. I have bought several things
from it ranging from phone cases, to jewelry to clothing
and have had nothing but great experiences.
- Rachel H., influenster.com
“
What Does the NetBase Brand
Passion Index™ Reveal?
Etsy mentions increased 2.1x in the two-year period, and
the brand maintained its position as the most-loved in
this mix. Passion Intensity did drop from 100 to 90, but
remained well above the average of 71. Net Sentiment
increased from 92 to 94, leading the pack of the
e-commerce players and showing strong consumer love
for the brand.
Net-a-Porter mentions increased 1.4x in the second year
and the brand stayed strong for both Passion Intensity
and Net Sentiment, holding fast to the top of the Love
quadrant. This was driven by a connection to “favorite”
moments through marketing and the strength of the
magazine. Passion Intensity did drop from 95 to 84, but
stayed well above the average. Net Sentiment remained
flat at 86.
Alibaba mentions increased by 2.6x in the second year,
but it wasn’t enough to get the brand into the Love or
Like quadrant. In the first year, Alibaba was in the Like
quadrant, but in the second year, it fell into the Dislike
quadrant. This was driven by a drop in both Passion
Intensity (from 28 to 25) and Net Sentiment (from 59 to
45), reflected in disappointing business results.
The Headlines:
79. 79
And to make the click-click-buy even easier, US orders
are delivered within three business days for free, and
returns are on the house too. Yes, Net-a-Porter is this
year’s Best Online Shop.
- Nicola Fumo, racked.com
“
Any suggested genuine retailers for the USA? Alibaba
looks good. Also, I hope the vibrations won’t disturb,
say, a classroom.
- qdhcjv, reddit.com
“
80. 80
E-commerce: Top 4 Brand Attributes
We took a close look at what “defines” each e-commerce
brand in the eye of the consumer, based on positive
attributes and feelings in the second year. Since these
brands are retailers, it makes sense to see a largely
promotional aspect shining through.
Top Factors Driving Positive Brand Attributes
August 2014 – September 2015
81. 81
eBay is associated with providing consumers with great
offers and items cheaper than anywhere else. The brand
is viewed as offering key popular items and stands out
for its ability to provide vintage jewelry.
Amazon is defined by having strong toy offers and for
having outdoor/camping products, as well as offering
affordable items. In particular, the 30-day free trial for
Amazon Prime was popular in the second year, with the
Prime brand gaining strength in its own right.
Etsy is seen as offering a great selection of listings as
well as being an important marketplace for vendors. The
brand is defined as a place where you can find stunning
pieces, a great selection of gifts, and personalized, soon-
to-be favorite items.
Net-a-Porter is strongly defined by its fashion sense.
The brand’s focus on sharing favorite pieces and photos
worked well in the second year. It also displayed strength
for delivery as well as fashion overall.
Alibaba is mostly defined by its business side and fairly
recent IPO. The company’s founder Jack Ma is one of
the richest people in the world and is viewed as a “real
winner” in e-commerce and online retail. Singles Day, the
big event Alibaba hosts every year, made the top four
attributes as well, although this study does not cover
posts associated with the most current one in November
2015.
The Headlines:
82. 82
What Does Luxury Mean to
Consumers?
A deeper understanding of Luxury makes it clear that
the category is personal and evolving for individuals.
• According to some, gone are the days of handing
down brand affinity and preference. Now, brands need
to learn how to win one consumer at a time.
• Technology is bringing innovation to Luxury, and we
can be sure that future years will see more surprises
beyond Watches and E-commerce.
• For brand leaders, the task at hand is acquiring a deep
understanding of the dynamic consumer by getting a
handle on emotions, competition, category dynamics,
and being relevant.
• Brands like Apple, Etsy, and Rolex have figured out
how to build consumer love with success. The others
can certainly learn from them.
83.
84. 5 Tips To Improve Brand
Momentum
TAKE ONE OF THE LISTENING TIPS
FROM BANKING?
Elevate your brand eco-system: Using
social as part of the marketing strategy,
look at Brand Purchase intent for your
audience, to help uncover unlocked
potential and to find out where you are
winning and why.
Surprise your consumers: Learn what they
are into ‘in the wild’ by surfacing new
insights in social regarding audiences.
Then turn new-found ideas into content,
science updates, great visuals and product
news they will care about – in a way that
makes them pay attention.
1
2
3
Listen. Stay on top of consumer emotions and
prepare for upswings and downturns.
Find new opportunities for growth. Use social
and mobile as part of the marketing strategy to
engage and excite consumers in the opportune
moment. Look at purchase intent for your
audience to find untapped potential.
Make the customer experience dynamic.
Learn what people say and do “in the wild”
by surfacing new social audience insights–see
it through their eyes, not through your brand
lens. Turn newfound ideas into
relevant content.
1
2
3
5 Tips To Improve Brand
Momentum
85. 85
Find natural brand ambassadors. Use
social to discover consumers who are eager
to share their love for your brand and will be
the perfect spokespeople and influencers for
you. Use social testimonial advertising on a
peer-to-peer basis.
Seize category leadership. Know where
you stand for Social Share of Voice (SOV)
and Brand Passion, learning consumer
geography and why they care. Use your
insights to obtain retail space or leapfrog
campaigns.
5
4
86. About NetBase
NetBase is the award-winning social analytics platform
that global companies use to run brands, build businesses,
and connect with consumers every second. Its platform
processes millions of social media posts daily for
actionable business insights for marketing, research,
customer service, sales, PR, and product innovation.
NetBase is a trusted partner to Ralph Lauren, Target,
Walmart, Coca-Cola, Guess, Stance, and Hasbro.
Our patented technology
NetBase Brand Passion Reports are based on the analysis
of millions of data sources, spanning the globe and the
social web. Our superior patented language processing
engine parses the nuances of language, analyzing the
relevance and “connective tissue” of every sentence
to extract true meaning. This engine understands 42
languages as well as slang, abbreviations, misspellings,
and more. NetBase continually refines the standards
based on its computational linguist experts, crowd-
sourced testing, and customer feedback.
About Us
86
87. Now live in 99 countries.
One platform. Endless business advantages.
NetBase
3960 Freedom Circle,
Santa Clara, CA 95054
650.810.2100
netbase.com
New York, Chicago, London, Heidelberg, Taipei