• - 29 Aug 2016

    Fashion And Luxury Brands Try Their Hand At Innovative Tech Experiences

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    The common thinking is that luxury brands aren’t innovative compared to their mass cousins, but there are plenty of examples in the space of brands breaking ground on innovative technology experiences.

    Technology has well and truly infiltrated the luxury industry, facilitating swift change and shifting consumer expectations. As a result, we’re seeing numerous luxury brands collaborating with tech giants to create new revenue streams and innovative offerings.

    From creating multi-sensory experiences with Virtual Reality, to selling on social, brands are meshing together technology and craft to offer a universe of brand building possibilities.

    Here we take a look at which brands are successfully using tech to flaunt their luxury credentials.

  • - 18 Aug 2016

    The Latest Facts and Figures about the Chinese Luxury Market

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    There is much discussion about what a slowing economy in China means for the luxury industry. Euromonitor highlights the latest numbers and what it means for the industry.

    Over the past decade, China and moreover the Chinese have led the world in luxury shopping. Retailers, luxury brands and property developers alike have fallen over one another to cash in on what they perceived as a burgeoning middle class, their love of all things luxury and a propensity to spend rather than save. As a result, by 2015 China offered more luxury retail selling space than Japan and was fast catching up on the US, and the Chinese accounted for over a third of all global luxury spending.

    Indeed, wealthy Chinese tourists in particular have been key drivers of global luxury goods sales for more than a decade. According to Euromonitor International’s latest travel data, the Chinese made almost 3 million trips to the US in 2015, an increase of almost 8% on 2014 and a massive 206% increase in the last five years since 2010. During the same year they made 2 million trips to France, 5 million trips to Japan and 285 thousand trips to the UK, with many of these trips including shopping excursions to prestigious luxury retailers and shopping hotspots.

    However in 2014 and 2015, mainland China posted its lowest growth in sales of luxury goods since our records began (a real decline of -3% and +1% respectively). Amongst other factor being impacted, this slowdown in growth also means that China will not overtake Japan to become the world’s second largest luxury goods market in the world in the next five years and is expected to maintain its third position ahead of France and the UK in the short to medium term.

  • - 16 Aug 2016

    Challenging Times Force Luxury Brands to Push Boundaries

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    When times get tough, creativity shines. Cocoon takes a look at what brands such as Grey Goose, John Lobb, and Gucci are doing to grow their business amid a difficult sales environment.

    While a luxury label was once enough to entice customers, it is now more challenging than ever to capture their attention. As pressure increases to drive sales amid uncertain times, marketers have made a variety of efforts to engage with shoppers.

    From handing over creative control to consumers, to focusing on experiences, to finding fresh ways to showcase craftsmanship, brands have innovated to stay ahead of the game.

    So let’s take a look at how luxury brands have been pushing the boundaries over the past month.

  • - 11 Aug 2016

    4 x Luxury Olympic Activations: Rio 2016

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    This month, with all eyes on Rio in the midst of the 2016 Olympic Games, many luxury brands will be looking for a way to draw some of the limelight towards themselves – eager to capitalize on the intoxicating consumer buzz that is sure to surround the event.

    However, as has been highlighted by various media outlets of late – the Rule 40, Bye-law paragraph 3 of the Olympic Charter states that only approved sponsors may reference “Olympic-related terms” from 27 July until midnight on 24 August – thus blocking hundred of brands from explicitly emphasizing their connection to the Games via competitors, coaches, trainers or officials who may also be ambassadors of their brands.

    Nevertheless, these rules haven’t stopped innovative luxury players and service providers from looking beyond the basic sportsman plug to leverage the Olympics via imaginative initiatives which link to the iconic, global event – not just in Rio itself, but all around the world.

  • - 20 Jul 2016

    The State of the Luxury Watch Industry in 2016

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    Pierre Maillard, the Geneva-based editor-in-chief of Europa Star, the leading watchmaking industry magazine, investigates the forces shaping the luxury watch business in 2016.

    “We all felt rich for a few years while watches were selling well everywhere, but now we are back in the real world and every brand is going to have to look in the mirror and recognise its own true value.”

    These are the words of Philippe Peverelli, Tudor’s former CEO, as quoted in the research report “Hard Luxury Goods: Short-Term Pain, Long-Term Gain," released in April 2016 by German financial services firm, MainFirst. In the opinion of the MainFirst analysts, this citation sums up the dilemma with which the Swiss watchmaking industry is faced. At the back of record years, confronted at the same time by an increase in geo-strategic risks, the resilience of the economic crisis and the decrease or stagnation of their most promising markets (China, USA, Russia…), Swiss watchmakers effectively have no other choice than to come back down to Earth in order to take a good look in the mirror.

  • - 11 Jul 2016

    Luxury Rebranding in a Digital Age: The Case of Carl F. Bucherer

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    Have you noticed that so many storied luxury brands, names such as Gucci, Buccellati, Saint Laurent, and Belmond have all made important shifts in their branding strategies in the past years? Have you wondered why now?

    The answer lies in a number of factors. First, is the changing media landscape around us. Companies that once relied solely on the prophetic words of fashion editors, glossy magazine ads, and beautiful billboards, have finally had to face the facts that in today’s fast-changing digital age, doing what was done before just because “it’s always been this way,” wasn’t going to cut it anymore.

    Another factor at play is a consumer shift to less conspicuous and more discreet branding. No longer can brands rely on their clients doing the advertising for them by carrying around logo-laden handbags. This is especially true for a major market for luxury goods, China. Shoppers there have become more discerning, sales of Louis Vuitton have taken a hit as increasingly worldly and sophisticated consumers see them as “commoditised and overpriced.”

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