Fluxx Luxx : Talking luxury at Fluxx Studios

[x] fluxx.uk.com @fluxxstudios��

fluxx studios, down the lane from St Paul’s Cathedral��22nd November 2012��

A product and service innovation company ��

/  Strategy, vision, experience design, content��/  Incubation, Labs, and lean product development ��

Fluxx is…��

1 MERCEDES-BENZ 2 BMW 3 LOUIS VUITTON 4 GUCCI 5 AUDI 6 HERMES 7 CARTIER 8 TIFFANY 9 PORSCHE 10 BURBERRY

FLUXURY FORTUNES 30.1bn 29.1bn 23.6bn 9.4bn 7.2bn 6.2bn 5.5bn 5.2bn 5.1bn 4.3bn

/  Heritage��/  Service��/  Craftsmanship, design or quality��/  Exclusivity��/  High cost��

The key luxury attributes��

This evening is about looking at the hot topics for 2013��

Omni-‐Channel Commercialisa0on Storytelling

“Omni-Shambles”��

The tension between restrictive marketing agreements, and consumers’ increasing attitude that the ‘channel’ within which they transact is irrelevant.��

/  The history and future of luxury brands’ attitudes towards transactional capability across all channels��

How to grow a luxury business, yet retain its core allure, values and prestige��

/  A look at the different ways in which businesses are approaching this whilst trying to avoid some of the pitfalls��

It’s not all red carpet��

Kazakhstan: a hidden gem��

Oman: a small but growing market��

Mongolia: a thriving economy��

Sometimes it’s just about new ways of approaching your home market��

/  A look at the different ways in which businesses are approaching this whilst trying to avoid some of the pitfalls��

Telling stories is rapidly become the defacto way to communicate luxury and engage customers��

/  We’ll sample some different approaches to telling stories, and what to do if you don’t have any stories to tell!��

Three pillars of debate��Three quick hits of stimulus, each followed by a lively

debate, and a quick wrap-up at the end��

An evolutionary journey��

“Online, is not luxury”��

The early adopter��

The failed venture ��

A solution… buy a start-up?��

A solution… partner��

“O2O” Brand Experience��

Anticipating need��

Clinique & iPad ��

But Chanel still hesitant��

The omni-channel poster child��

In-store service, but online��

Reinventing the experience��

Blend of physical & digital��

Burberry : LFW SS 2013��

Debate Question:��

Should luxury brands still be afraid of the buy now button?��

/  Luxury by its very nature can mean limiting your business��

��/  So what are the paths to growth?��/  Can you have a commercial

focus while avoiding the pitfalls and potential risk to brand?��The Luxury Paradox��

��

Paths to ��Commercialisation�� DIVERSIFICATION

‘The Worst Case Scenario’��

What about direct sales?��

Direct Marketing: Toughest Test��

Direct Marketing: “Thank you”��

Industrialisation ��of luxury��

Industrialisation of luxury��

It’s nothing new, but…��

New Locations: Hermes Pop-up Store��

Hackney is the new Bicester!��

No real ale or folk music in site…��

Hackney: An old East London boozer and knitwear?��

Hackney: A prime luxury location…��

JW Anderson / ��TopShop��

Paul Smith / Barbour

William Tempest /�� River Island��

Reach out through partnering��

Maison Martin Margiela / H&M��

Ladies sold out at 10:00am��

Physical / Digital��

The sale continues, just 23 hours later, on ebay!��

Accessible but still elusive. ��Commercialisation without damaging the brand��

Changing with the times to attract customers��

In the box thinking…��

Changing with the times : Luxury travel��

Changing with the times : Augmented experience - St Regis��

Luxury B&B?��

Challenging traditional luxury travel��

The question is…

Does the luxury paradox really mean growth comes at the expense of your brand allure?��

Telling stories is not new…��

The stereotype: Is it getting through to consumers?��

Brand stories are being told in unexpected ways��

“Gucci Gucci, Louis Louis, Fendi Fendi, Prada. Basic bitches wear that shit so I don't even bother”��

The audience has diversified in so many ways��

Deep cultural heritage can come through association��

Heritage Persons of Repute Craftsmanship Quality Iconic

þ þ þ þ þ

The fluxx attributes of luxury storytelling��

The North Face�� Canada Goose��

Compare and contrast��

http://youtu.be/Pqqu_SduTCI http://youtu.be/XDRdOpdwKBc

þ þ þ þ þ

The fluxx attributes of luxury storytelling��

Persons of Repute Iconic

Breitling : Remaining Iconic��http://youtu.be/5uzE--U7BBk

Chanel – A place in history��http://youtu.be/tRQa33dqyxI

Tiffany & Co – heritage, craft, art & ‘pop’ icons��

http://youtu.be/sGVUPs1RzaE

þ þ þ þ þ

Key attributes of luxury storytelling

What about the new kids on the block?��

Customers as part of the story��

Rapha: Collecting stories��

Inheriting heritage ��

So the question is…��

/  Can luxury storytelling transcend the stereotype, and become important in connecting and emotionally engaging with customers old and new?��

A product and service innovation company ��/  Strategy, vision, experience design, content��/  Incubation, Labs, and lean product development��

Come and chat: embrace@fluxx.uk.com��

Fluxx is…��

Fluxx Luxx : Talking luxury at Fluxx Studios

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