Forbes: Il retail del Lusso si schianta su un muro!

Luxury retail is in decline.

Pexels.com – While many ascribe the luxury retail decline to foreign tourism and oil market challenges, there is growing evidence that the malaise may be here to stay.

AICEX: Un’analisi basata sul mercato Americano che offre spunti interessanti.

For a long time, the conventional wisdom has been that the luxury market was largely impervious to the ups and down of the economy. Yet recent results suggest otherwise and even with an improving macro-economic picture and booming stock market, most U.S.-based luxury retail brands continue to struggle.

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Luxury: Il conflitto tra la democrazia del Digital e l’esclusività del Brand

AICEX: punto di vista interessante, molto interessante 🙂
March 17, 2016 | by Jeannie Walters

What’s the definition of luxury? That’s one of the questions brands are facing as the evolving digital landscape shifts yet again.

From a discussion among luxury brand managers and consultants, at this week’s South By Southwest Interactive Festival, the quick answer was “it depends” on how one brand might define luxury versus another. The long answer, of course, is much more nuanced. Those weighing in included Ambika Samarthya-Howard, group account director of Havas Luxe; Gregory Pouy, CEO, Lamercatique; Judy Bassaly, ex VP, trade marketing at Giorgio Armani, and Thomas Serrano, founder and president of Havas Luxe.

Digital access means customers want instant purchase options, immediate feedback and direct connections with the brands they support. Since luxury brands are built on a foundation of being exclusive, aloof and scarce, this type of direct access through digital channels creates conflict. The “new” customer wants to visit runway shows behind the scenes via Snapchat, purchase the latest handbag via a “buy now” Instagram button, and connect directly with designers with Twitter. So how are these brands, built on limiting distribution and connection, attracting the customers of tomorrow without losing the very cache that makes them luxury?

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Creare una “Luxury-Brand Image” in un Mondo Digitale

NOTA AICEX: Lettura interessante con risvolti anche su altri mercati

“Building a Luxury-Brand Image” in a Digital World | INSEAD

Luxury Managers often see #DigitalMedia, as a threat, worrying that mass appeal will take power away from the #Brand. But digital channels offer powerful connections with customers and closer integration with their ecosystems.

“Hermès has no desire to become “masstige” (a mass producer of prestige goods) said the company’s CEO Patrick Thomas in 2009, despite two-year waiting lists for its famous Birkin or Kelly handbags at the time. The luxury brand maintained that it did not want to dilute the brand image and compromise on quality in the interest of short-term profits…

Such a dilemma is par for the course in Luxury and is also applicable to the digital presence of the companies in the industry: How to maintain demand and a big customer base while remaining exclusive? This is all the more important as #DigitalChannels, “expose” brands regardless of whether they want to or not, through the hundreds of thousands of press articles, comments and pictures that are posted daily about #LuxuryBrands…If Brands do not embrace digital media, they risk being shut out of conversations about their products..

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