The evolution of digital has completely changed the way users consume information. The millennial generation is quickly entering its prime in terms of spending power. In years gone by, the predominant channel for discovery was through a window display, then it was a brand's website and now its social media and influencers, especially when considering luxury brands. This is a brief example of what was discussed on a panel debate with Victoria Buchanan, Strategic Researcher at The Future Laboratory, Henry Kimber, Marketing Manager at IWC and Chris Donnelly, Founder and Managing Director at Verb Brands

1. How are luxury brands appealing to millennial consumers?
6th of April 2017
Wework Waterhouse Square

2. THE PANEL
Victoria Buchanan
Strategic Researcher
at The Future Laboratory
Henry Kimber
Marketing Manager
at IWC Schaffhausen
Chris Donnelly
Managing Director
at Verb Brands

3. Victoria Buchanan
Strategic Researcher at The Future Laboratory

4. Henry Kimber
Marketing Manager at IWC Schaffhausen

5. Chris Donnelly
Managing Director at Verb Brands

6. Beginning of 2016…
Question What do you think has been the single biggest challenge and the single biggest opportunity for the fashion industry in 2016
so far? Source BoF-McKinsey Global Fashion Survey, September 2016

7. … Now, in 2017
Question What do you think has been the single biggest challenge and the single biggest opportunity for the fashion industry in 2016
so far? Source BoF-McKinsey Global Fashion Survey, September 2016

8. “62% of executives surveyed say they will invest in
omnichannel integration, e-commerce and digital
marketing in 2017”
Source BoF-McKinsey Global Fashion Survey, September 2016

12. Which digital trends do you think will make a
difference for luxury brands?
And which ones do you think will disappear?

14. Gucci is the luxury market success story.
The company’s revenue YoY rose 12.7% to $4.5 Billion,
raising 21.4% to $1.45 Billion in the 4th quarter alone.

15. Which actions do you think are driving Gucci to be the
top digital luxury leader?

16. Generation X
vs
Generation Y

17. The power of influencers…

18. Do you partner with influencers yourself?
What are your thoughts about brands working with influencers?

19. What are the downsides of “influencer marketing”?

20. How can luxury brands measure the impact of influencers?

21. What do you think is more valuable to brands,
working with well-known influencers or micro influencers?

22. Today’s consumers are “always on”—better informed, better
connected to others, more demanding, and more conscious of
values and authenticity. We are seeing a global trend for
convenient, on-demand products and services.
How do you think this will affect the luxury industry?

23. User Generated Content

24. Data from influencer marketing platform MuseFind shows
that 92% of consumers trust an influencer more than an
advertisement or traditional celebrity endorsement.
Does this mean traditional advertising is coming to an end?

25. If you would have to advise a luxury brand on which
trend to invest this year, what would it be?

26. Q & A
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