歐洲品牌之父夏代爾博士為國際人ViP品牌領袖學院創辦人 品牌領袖學院於2014/03/31邀請夏代爾博士從法國專程訪台，並舉辦夏代爾創新品牌論壇 帶領兩位子弟兵：數位電商大師米凱兒博士、華人總裁培訓第一人白婷院長 邀請到：故宮馮院長、知名酒店集團董事長、星創視界(中國寶島)王董事長與國際大師與談

1. Dr. Dominique Xardel
Co-founder of ViP CBO Academy
New Luxury Trends
and Experiences

2. In the luxury industry,
Europe and China . . .
China and Europe . . .

3. New Luxury Trends
and Experiences
Dominique Xardel

4. Customizing Traditions
and Innovations

5. • Traditional luxury : Objects luxury
• New luxury : Experiences luxury
• Industry total turnover : $ 230 billion
• $ 300 billion . . . . Or $ 1000 billion ?

6. In 2014, objects and experience
luxury industry
is estimated at $ 1000 billion
• In the world today,
• - $ billion people : 1500
• - $ million people : 11 million
• - Upper Middle Class in China : 475 million
Brazil, Russia, India : No official estimates

7. A few examples of Experiences
luxury :
- Upscale cars - prestige condos - private villas
- premium credit cards - palace hotels - palace
- hotels - glamping - yachts – concept stores -
- spas - bien être stores - risky sports - arts
experiences – personnalities encounters –
- Vip transports - Vip clubs – experience
packaging, etc. . . .
Luxury is used to establish, or increase differences
between people

8. Luxury Manufacturing
• - From « mass producing »
to « mass customizing »
- New services

9. Luxury pleasures
•- Authenticity
•- Fragility
•- Craftmanship

10. Which one is more important ?
• - Identity ?
• - Power ?
• - Ostentation ?
• Well,priority may be.. Enjoying to be myself !

11. New chinese luxury brands
• - Qeelin
• - Ne-Tiger
• - Montai
• - Longio
• - Chow Tai Fook
• - Shang Xia (Hermès)

12. Environment
• - Ambiances
• - Atmospheres
• - Spraying luxury
• Shoping malls , streets , special districts ,
• Artists , store design , movie clips , political
• Personnalities , sports stars , etc . . .

13. Cultures
• - Beauty
• - Arts
• - Curiosities
• - Culture values and news

14. The world of the new luxury
industry
• - A world of new values, services, emotions,
pleasures, identities, atmospheres, experiences
• - A world highly diversified
• - A world of endless innovations

15. As many other industries . . . .
• Luxury industries are a field of ruptures,
longevity, paradoxes, new customer
relatioships, new communication, new
business models, new focus on creativity.
• A really enthusiastic challenge!

16. Customization of
traditions and
innovations

17. Consumer’s shift
•From OWNING a luxury
•To EXPERIENCING a luxury

18. • Experiencing luxury is 55 % of
total luxury spending
• It is growing 50 % faster than
sales of luxury goods
( BCG , 2012 )

19. • US Consumers are 3 times more
satisfied with their luxury
experiences than their purchases
of personal luxury goods
• ( Unity Marketing Survey, 2013 )

20. The world’s « luxury map » is
changing . . .
• Moving outside big cities in China . . .
• By year 2020, more than 330 cities
will have the same level of
disposable income that Shanghai
had in 2010 ( BCG, 2013 )

21. • « Experiences are more
intangibles than an item, they
are more memorable for me »
• ( a consumer )

22. •Let us capitalize on the
experience trend !

23. “ Luxury is a necessity that begins where necessity ends. ”
Gabrielle 'Coco' Chanel
ARCHITECT
Bilbao Effect?
A visitor survey revealed that
82% came to the city of Bilbao
exclusively to see the museum
How architecture can
save a city…

24. HERMÈS (Séoul)

26. LOUIS VUITTON (Shanghai)

27. HERMÈS (Tokyo by Renzo Piano)

28. DIOR (Tokyo by agency SANNA)

29. LOUIS VUITTON (Tokyo by Jun Aoki)

30. ARCHITECTURE
inspires,
seduces,
leads
Luxury Houses

32. Agnès.b
-- $ 300 million
-- 2000 employees
-- 200 retail stores
-- Asia : 80 % of total turnover
-- Japan, Hongkong, Taiwan, Singapore

33. Agnès.b
-- Suppliers : China, North Africa
-- Made in France : 40 %
-- Stars : Gérard Depardieu
David Lynch
David Bovie
-- Art Galeries, exhibits, movies

34. • A Tree
• And A Canoe