1. . MARGARIDA ESTEVES PEREIRA .
PROJECT LEADER ANDREA COSCENZA . DIRECTOR OF THE MASTER ANNAGEMMA LASCARI
DOMUS ACADEMY . MASTER IN FASHION MANAGEMENT . 2010
FASHION AND LUXURY BRAND STRATEGY
SOON AFTER
INTERNET
MASSIFICATION

2. Younger consumers and New groups will
become the dominant segments1

3. by L2 A THINK THANK FOR DIGITAL INNOVATION

4. 3 Market pressures in a turbulent recovery will
drive a second wave of luxury consolidation
2 Aspiration will evolve into new relationships
with brands filling different emotional needs

5. Luxury will always be
about surprise and
delight.
Lauren Sherman

6. Luxury will always be
about surprise and
delight.
Lauren Sherman
connection
experience
desire
interaction
heritage
dialogue
quality
scarcity
exclusivity tradition
recognition
Customer
focus
lifestyle
personalization
uniqueness

7. 4 Retailers will offer products competitive with
those produced by typical luxury brands

8. 6 New markets’ diversity will stretch luxury
brands’ marketing and supply chain
capabilities
5
BRIC countries’ growth may overtake
Europe and the Americas as the largest
global luxury market region

9. BRICs Key Success Factors
o Understand the digital situation of each country
o Do not forget mobile
o E-Commerce
o Investment should match the opportunity

10. 7 The luxury shopping experience will transform
the decade’s new luxury shoppers

11. DESIGN, CONTENT, TECHNOLOGY
and SOCIAL ELEMENTS
are all critical in establishing a presence that
represents the brand and resonates with the
TARGET audience.
Diffuse EXPERIENCES.

12. A store is a place you
train people to love
your brand, look at
Apple stores.
Ian Jindel, InternetRetailing.net CEO

13. 8 Online retail is still in its infancy, but quickly
becoming more than a niche

14. Several components of a digital flagship store
capable to transmit a real image of a brand and
pull the creativity of any person
O E-COMMERCE
O MOBILE
O VISUAL NETWORKING
O VIRTUAL ARCHIVE
O SOCIAL GAMING
O VOICE INTERACTION
O VIRTUAL DRESSING ROOMS
O 3-DIMENSIONAL
O HOLOGRAMS

15. Online shopping is often
more exciting than
most experiences at a
store unless you are a
celebrity.
Milton Pedraza, Luxury Institute CEO

16. 9 Retail networks and product offerings will
see a huge customization

17. MARKETING ONE-TO-ONE
provide services or products to one customer at a
time by identifying and then meeting their
individual needs
MASS CUSTOMIZATION
customization and personalization of products and
services for individual customers at a mass
production price

18. 10 New luxury players will emerge as tastes
and consumers change

19. Initiatives to be implemented by new players
NANOTECHNOLOGY
applied to Fashion and Luxury industry
IMPLANT SUBCUTANEOUS
which reacts according to the 5 senses. Receive and
send information concerning our desires

20. Elegance is not about
being noticed, but
about being
remembered.
Giorgio Armani, Designer

21. RECAP

22. . MARGARIDA ESTEVES PEREIRA .
PROJECT LEADER ANDREA COSCENZA . DIRECTOR OF THE MASTER ANNAGEMMA LASCARI
DOMUS ACADEMY . MASTER IN FASHION MANAGEMENT . 2010
FASHION AND LUXURY BRAND STRATEGY
SOON AFTER
INTERNET
MASSIFICATION

23. Prediction is very
difficult, especially
about the future.
Niels Bohr