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OVERTURE
2.0	
Connect the
dots of the
premium
economy
CONTENTS FOREWORD 1
TRAVEL AS LUXURY 4
SUMMITS & CLIFFS 2
PLATFORMING EVERYTHING 3
LUXURY AS A JOURNEY 5
THINK BIG 6
The pace of change is more rapid than
ever before. Entire industries are shrinking
while others exponentially growing with
innovation. Emerging economies,
disruptive technologies, and distribution
advancements present new opportunities
that threaten the conventions on which our
companies were built. Advanced is word
reserved for those who understand and
harness the shifting definitions and
parameters of global business.
Disparate worlds are no longer an ocean
apart, but a community away. Connecting
the dots is how we unlock communities;
Not simply by inserting products, but by
implementing a culture and dialog
between consumers and suppliers. The
future is the seamless cycle of creation,
continuous improvement and feedback
hardwired into every product, service, and
experience.
Foreword
A CHANGED WORLD
Brand Proliferation
There will be more brands, strong organic brands with competitive
products giving everyone from Unilever to LVMH a run for their money.
Microcosmic Ecosystems
Move beyond demographics to understand how cultures and
communities continuously drive demand.
Democratization of E-Commerce & Digital Marketing
The confluence of supply chain advancements, IoT maturation, and
increasing access to powerful digital tools and insights as well as the
increasing demand for privacy will create opportunities for new
technology conglomerates and the demise of those previously thought
to be infallible.
Decentralization of Fashion & Luxury Goods
The transition from cyclical trends to permanent collections with
capsule releases will be difficult. Institutional brands will be required to
develop and execute robust omni-channel strategies putting
downward pressure on historically superb margins. Stakeholders will
face unprecedented pressure to create while shareholders feel the
crunch resulting in uncomfortable circumstances for many. Menswear
and accessories is wide open for better segmentation as well as
consolidation opportunities. Women's athletic and work wear niches
will continue to expand.
Global Pricing
While price sensitivity is extremely important, price is becoming less of
a valuable indicator of competitive advantage. Customers are able to
compare prices of substitutes almost instantaneously thanks to AI.
Billions of global conversations, reviews, chats, ratings, likes, and
reactions are exposing what customers value and why across brands,
products, and services. Clearly differentiated, value-added products
will take center stage.
Offline Experiences
Like it or not most of us in advanced economies are shackled to our
devices. With the imminent uptake of VR and AR, the ability to unplug
will be challenging. Consumers will react and brands will take note,
providing privacy as a premium service.
	
Overture 2.0 | Connect the Dots of the Premium Economy 2
SUMMITS & CLIffs
Yes, platforming often results in
disruption, however for brands
this should not necessarily be
the goal. The goal is to provide
premium products, services, and
experiences to the greatest
number of people with nominal
additional investment beyond an
average product, service, or
experience.
Everything
Overture 2.0 | Connect the Dots of the Premium Economy 3
PLATFORMING
More people than ever before can afford
experiences previously reserved for high net
worth individuals thanks to technology and
innovative startups bent on disrupting
everything from private jets (Jet Smarter) to
socks (Stance). The cost to supply these
products, services, and experiences is
decreasing.
If premium is the optimal convenience or
exclusivity of a service, platforming is creating
accessibility to premium goods and services
that were otherwise cost or design prohibitive.
Buying the album of every one of your favorite
artists used to be cost prohibitive until Spotify.
Travel
Luxury
Overture 2.0 | Connect the Dots of the Premium Economy 4
as
Airbnb has ousted the world’s largest inventory-based hotel
companies as the largest hotelier in the world by providing a
platform. This means of mass access provides users with an
alternative to hotels and traditional pricing and lodging models
making travel a more accessible experience.
According to Visa, households making more than 20,000 USD
account for more than 90 percent of international travel. By these
figures, nearly half of all households globally will be part of the
traveling class by 2025.
Hotels must compete in unprecedented ways to win the
affection, loyalty, and dollars of its consumers by reaching
them in their social, professional, and lifestyle
contexts. Competing for a piece of the
1.5 trillion USD pie by 2025
requires understanding the
current and future desires
of consumers today and
creating the brands, products, and experience
to captivate their interest and discretionary dollars.
Brands who choose to invest in making travel more
convenient, luxurious, exciting, and/or unique will
be rewarded by consumers globally.
as aLUXURY
Journey
People want to capture, share, post, like, and
embark on quests to find new sites, activities,
products, people, and cultivate new interests.
There is an extreme amount of noise and stress
around us daily: social media updates, extreme
weather, global tensions, and catastrophes.
People need to think, explore, and be inspired.
Travel represents this opportunity for many if
not most.
Brands have an opportunity to create an
authentic journey not only enabling customers
to getaway, but to explore themselves and what
makes them sentient. Small things, interesting
things, unexpected things, inspiring
environments, empathetic interaction with
others and the world around them. Appeal to
basic needs and desires in elegant, thoughtful
packaging – as a journey, as exploration.
Overture 2.0 | Connect the Dots of the Premium Economy 6
BIGBlockchain^Quantum Computing=Trust Economy
THink
With the ability to assign and track
instantaneous value and ownership of any
object to any person using low cost
platforms, smaller companies and brands
will be able to operate at a scale previously
unimaginable. Social platforms will become
more powerful than ever connecting buyers
and sellers at an unprecedented rate,
bridging the information and computing
gaps between supply and demand.
Consider the case of Daniel Wellington
watches, an aspirational brand that
amassed $200m in sales selling
inexpensive, luxurious-looking, Chinese-
built timepieces. There is even greater
opportunity for brands to scale high-quality
products with unique narratives using
readily available social, digital, and
experiential tools.
Brands must think beyond the sharing
economy and embrace the less obvious
opportunity: the trust-based economy.
Cultivate brands that are organizationally,
operationally, and philosophically trust-
worthy.
Connect
the Dots.
CREATE THE
FUTURE.
www.louis-corp.com

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Overture 2.0 - Connect the Dots of the Premium Economy

  • 1. OVERTURE 2.0 Connect the dots of the premium economy
  • 2. CONTENTS FOREWORD 1 TRAVEL AS LUXURY 4 SUMMITS & CLIFFS 2 PLATFORMING EVERYTHING 3 LUXURY AS A JOURNEY 5 THINK BIG 6
  • 3. The pace of change is more rapid than ever before. Entire industries are shrinking while others exponentially growing with innovation. Emerging economies, disruptive technologies, and distribution advancements present new opportunities that threaten the conventions on which our companies were built. Advanced is word reserved for those who understand and harness the shifting definitions and parameters of global business. Disparate worlds are no longer an ocean apart, but a community away. Connecting the dots is how we unlock communities; Not simply by inserting products, but by implementing a culture and dialog between consumers and suppliers. The future is the seamless cycle of creation, continuous improvement and feedback hardwired into every product, service, and experience. Foreword A CHANGED WORLD
  • 4. Brand Proliferation There will be more brands, strong organic brands with competitive products giving everyone from Unilever to LVMH a run for their money. Microcosmic Ecosystems Move beyond demographics to understand how cultures and communities continuously drive demand. Democratization of E-Commerce & Digital Marketing The confluence of supply chain advancements, IoT maturation, and increasing access to powerful digital tools and insights as well as the increasing demand for privacy will create opportunities for new technology conglomerates and the demise of those previously thought to be infallible. Decentralization of Fashion & Luxury Goods The transition from cyclical trends to permanent collections with capsule releases will be difficult. Institutional brands will be required to develop and execute robust omni-channel strategies putting downward pressure on historically superb margins. Stakeholders will face unprecedented pressure to create while shareholders feel the crunch resulting in uncomfortable circumstances for many. Menswear and accessories is wide open for better segmentation as well as consolidation opportunities. Women's athletic and work wear niches will continue to expand. Global Pricing While price sensitivity is extremely important, price is becoming less of a valuable indicator of competitive advantage. Customers are able to compare prices of substitutes almost instantaneously thanks to AI. Billions of global conversations, reviews, chats, ratings, likes, and reactions are exposing what customers value and why across brands, products, and services. Clearly differentiated, value-added products will take center stage. Offline Experiences Like it or not most of us in advanced economies are shackled to our devices. With the imminent uptake of VR and AR, the ability to unplug will be challenging. Consumers will react and brands will take note, providing privacy as a premium service. Overture 2.0 | Connect the Dots of the Premium Economy 2 SUMMITS & CLIffs
  • 5. Yes, platforming often results in disruption, however for brands this should not necessarily be the goal. The goal is to provide premium products, services, and experiences to the greatest number of people with nominal additional investment beyond an average product, service, or experience. Everything Overture 2.0 | Connect the Dots of the Premium Economy 3 PLATFORMING More people than ever before can afford experiences previously reserved for high net worth individuals thanks to technology and innovative startups bent on disrupting everything from private jets (Jet Smarter) to socks (Stance). The cost to supply these products, services, and experiences is decreasing. If premium is the optimal convenience or exclusivity of a service, platforming is creating accessibility to premium goods and services that were otherwise cost or design prohibitive. Buying the album of every one of your favorite artists used to be cost prohibitive until Spotify.
  • 6. Travel Luxury Overture 2.0 | Connect the Dots of the Premium Economy 4 as Airbnb has ousted the world’s largest inventory-based hotel companies as the largest hotelier in the world by providing a platform. This means of mass access provides users with an alternative to hotels and traditional pricing and lodging models making travel a more accessible experience. According to Visa, households making more than 20,000 USD account for more than 90 percent of international travel. By these figures, nearly half of all households globally will be part of the traveling class by 2025. Hotels must compete in unprecedented ways to win the affection, loyalty, and dollars of its consumers by reaching them in their social, professional, and lifestyle contexts. Competing for a piece of the 1.5 trillion USD pie by 2025 requires understanding the current and future desires of consumers today and creating the brands, products, and experience to captivate their interest and discretionary dollars. Brands who choose to invest in making travel more convenient, luxurious, exciting, and/or unique will be rewarded by consumers globally.
  • 7. as aLUXURY Journey People want to capture, share, post, like, and embark on quests to find new sites, activities, products, people, and cultivate new interests. There is an extreme amount of noise and stress around us daily: social media updates, extreme weather, global tensions, and catastrophes. People need to think, explore, and be inspired. Travel represents this opportunity for many if not most. Brands have an opportunity to create an authentic journey not only enabling customers to getaway, but to explore themselves and what makes them sentient. Small things, interesting things, unexpected things, inspiring environments, empathetic interaction with others and the world around them. Appeal to basic needs and desires in elegant, thoughtful packaging – as a journey, as exploration.
  • 8. Overture 2.0 | Connect the Dots of the Premium Economy 6 BIGBlockchain^Quantum Computing=Trust Economy THink With the ability to assign and track instantaneous value and ownership of any object to any person using low cost platforms, smaller companies and brands will be able to operate at a scale previously unimaginable. Social platforms will become more powerful than ever connecting buyers and sellers at an unprecedented rate, bridging the information and computing gaps between supply and demand. Consider the case of Daniel Wellington watches, an aspirational brand that amassed $200m in sales selling inexpensive, luxurious-looking, Chinese- built timepieces. There is even greater opportunity for brands to scale high-quality products with unique narratives using readily available social, digital, and experiential tools. Brands must think beyond the sharing economy and embrace the less obvious opportunity: the trust-based economy. Cultivate brands that are organizationally, operationally, and philosophically trust- worthy.