EVENTS

[Video] Targeting Millennials in China: A Montblanc Case Study

by

Lydianne Yap

|

This is the featured image caption
Credit: This is the featured image credit

At the third Luxury Society Keynote in Shanghai, Pablo Mauron, Partner and Managing Director China of DLG, shares about how brands can better engage the fastest growing luxury consumer group: Millennials

Over the last decade, collaborations between luxury brands and contemporary artists have gone beyond mere artistic partnerships towards a new kind of luxury branding.

PARIS – Art and fashion have always developed side by side, for fashion, like art, often gives visual expression to the cultural zeitgeist. During the 1920s, Salvador Dalí created dresses for Coco Chanel and Elsa Schiapparelli. In the 1930s, Ferragamo’s shoes commissioned designs for advertisements from Futurist painter Lucio Venna, while Gianni Versace commissioned works from artists such as Alighiero Boetti and Roy Lichtenstein for the launch of his collections. Yves Saint Laurent’s vast art collection, recently auctioned at Christie’s in Paris, testified to his great love of art and revealed the influence of a variety of artists on his own designs.

In the 1980s, relationships between luxury brands and artists were advanced when Alain Dominique Perrin created the Fondation Cartier. In the Fondation Cartier pour l’Art Contemporain, a book marking the foundation’s 20th anniversary, Perrin says he makes “a connection between all the different sorts of arts, and luxury goods are a kind of art. Luxury goods are handicrafts of art, applied art.”

The Fondation Cartier pour l’Art Contemparain building in Paris

At the third Luxury Society Keynote in Shanghai, Pablo Mauron, Partner and Managing Director China of DLG, shares about how brands can better engage the fastest growing luxury consumer group: Millennials

Typically defined as the generation born between the early 1980s and late 1990s (or 2000), Millennials have been a growing source of concern for marketers in recent years. Besides being the most diverse generation that ever existed, they are also one of the largest – over 300 million of them reside in China and another 75 million are in the US. While that presents great opportunities for brands, challenges abound as these individuals think and shop very differently from previous generations.

In this presentation, Pablo Mauron, Partner and Managing Director of DLG, shares on the work they have done for luxury label Montblanc to better reach Millennials in the digital sphere. Noting that this generation constantly looks to be different, Mauron talks about how brands need to create that feeling of being “hard to get”, and how Montblanc did this with the launch of its first full-fledged smartwatch this year – the Montblanc Summit.

He also touches on how brands need to put forth an authentic image, and should opt for “live” instead of “staged” methods of communication to better connect with Millennials. This is illustrated through Montblanc’s introduction of its new ambassador, Yang Yang. Instead of presenting him to the audience as its new face via a formal statement, the brand got the Chinese actor to make the announcement to his fans personally instead.

Watch the video below for Mauron’s full presentation.

Discover more videos from Luxury Society here.

[LSK 2017] Targeting Millennials in China: A Montblanc Case Study

Lydianne Yap
Lydianne Yap

Editor, China, Luxury Society

Previously based in Singapore at luxury lifestyle publication Prestige, Lydianne now creates China-related content across a broad range of topics. Experienced in dealing with both brands and consumers in the luxury industry, Lydianne is also Marketing & Communications Director at DLG China.

EVENTS

[Video] Targeting Millennials in China: A Montblanc Case Study

by

Lydianne Yap

|

This is the featured image caption
Credit : This is the featured image credit

At the third Luxury Society Keynote in Shanghai, Pablo Mauron, Partner and Managing Director China of DLG, shares about how brands can better engage the fastest growing luxury consumer group: Millennials

Over the last decade, collaborations between luxury brands and contemporary artists have gone beyond mere artistic partnerships towards a new kind of luxury branding.

PARIS – Art and fashion have always developed side by side, for fashion, like art, often gives visual expression to the cultural zeitgeist. During the 1920s, Salvador Dalí created dresses for Coco Chanel and Elsa Schiapparelli. In the 1930s, Ferragamo’s shoes commissioned designs for advertisements from Futurist painter Lucio Venna, while Gianni Versace commissioned works from artists such as Alighiero Boetti and Roy Lichtenstein for the launch of his collections. Yves Saint Laurent’s vast art collection, recently auctioned at Christie’s in Paris, testified to his great love of art and revealed the influence of a variety of artists on his own designs.

In the 1980s, relationships between luxury brands and artists were advanced when Alain Dominique Perrin created the Fondation Cartier. In the Fondation Cartier pour l’Art Contemporain, a book marking the foundation’s 20th anniversary, Perrin says he makes “a connection between all the different sorts of arts, and luxury goods are a kind of art. Luxury goods are handicrafts of art, applied art.”

The Fondation Cartier pour l’Art Contemparain building in Paris

At the third Luxury Society Keynote in Shanghai, Pablo Mauron, Partner and Managing Director China of DLG, shares about how brands can better engage the fastest growing luxury consumer group: Millennials

Typically defined as the generation born between the early 1980s and late 1990s (or 2000), Millennials have been a growing source of concern for marketers in recent years. Besides being the most diverse generation that ever existed, they are also one of the largest – over 300 million of them reside in China and another 75 million are in the US. While that presents great opportunities for brands, challenges abound as these individuals think and shop very differently from previous generations.

In this presentation, Pablo Mauron, Partner and Managing Director of DLG, shares on the work they have done for luxury label Montblanc to better reach Millennials in the digital sphere. Noting that this generation constantly looks to be different, Mauron talks about how brands need to create that feeling of being “hard to get”, and how Montblanc did this with the launch of its first full-fledged smartwatch this year – the Montblanc Summit.

He also touches on how brands need to put forth an authentic image, and should opt for “live” instead of “staged” methods of communication to better connect with Millennials. This is illustrated through Montblanc’s introduction of its new ambassador, Yang Yang. Instead of presenting him to the audience as its new face via a formal statement, the brand got the Chinese actor to make the announcement to his fans personally instead.

Watch the video below for Mauron’s full presentation.

Discover more videos from Luxury Society here.

[LSK 2017] Targeting Millennials in China: A Montblanc Case Study

Lydianne Yap
Lydianne Yap

Editor, China, Luxury Society

Previously based in Singapore at luxury lifestyle publication Prestige, Lydianne now creates China-related content across a broad range of topics. Experienced in dealing with both brands and consumers in the luxury industry, Lydianne is also Marketing & Communications Director at DLG China.

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