I gave a talk at the luxury marketing summit.

1. Genius Steals Presentations
“What Miuccia Said”
Luxury Marketing Summit
@Faris
Tuesday, October 16, 2012

2. I have been:
Digital Ninja // Chief Innovation Officer
Naked Communications MDC/kbs+p
Founding Spy
EVP Chief Technology Strategist //
Spies & Assassins
McCann Erickson NY
I will always be
Tuesday, October 16, 2012

3. 1. The Modern History of Luxury: craft to symbol
2. What Miuccia Said...
3. Socially Luxurious
Tuesday, October 16, 2012

4. LV: Invented the flat top trunk
Tuesday, October 16, 2012

5. Craft and Utility
Tuesday, October 16, 2012

6. Department Stores dis-
intermediate the craftsman
Tuesday, October 16, 2012

7. Flagship Stores fight back
Tuesday, October 16, 2012

8. What’s This?
if you have to ask....
Tuesday, October 16, 2012

9. The Classic Prada Backpack
...you’ll never know you could buy this there cheaply. In Montevarchi, Italy.
Tuesday, October 16, 2012

10. From Craft To Symbolism
Tuesday, October 16, 2012

11. From Craft To Symbolism
Tuesday, October 16, 2012

12. What Miuccia said...
Miuccia was a member of the communist party
She has a PhD in political sciences
And trained as a mime
Before taking over her father’s leather goods business
And turning it into a fashion house
Tuesday, October 16, 2012

13. What Miuccia said...
We were planning the launch of the first Prada fragrance
It deals with these same issues - how can luxury
brands be exclusive and accessible?
What she said: [it was a while ago
so paraphrasing here]
Darling - no one will ever buy
a Prada dress on the Internet
Tuesday, October 16, 2012

14. Precis
Tuesday, October 16, 2012

15. “Darling - no one will ever buy a
Prada dress on the Internet”
Tuesday, October 16, 2012

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18. 19
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21. “The idea is to have very
functional, very
accessible luxury for the
masses,”
says Jesse McMillin, Virgin’s
in-house design director.
Tuesday, October 16, 2012

22. “Approximately 40 percent of all
Japanese own a Vuitton product”
Source: http://www.nytimes.com/2007/08/21/books/21kaku.html?_r=0
Can luxury be exclusive anymore?
Tuesday, October 16, 2012

23. Because of luxury brands reticence to move digital>
New online intermediaries are owning the direct
relationships and shaping luxury brands in digital
spaces.
Social and Digital can help to resolve the tensions at the
heart of luxury brand behavior in a mass affluent world.
Allows brands to re-establish the direct relationships it
used to have.
Tuesday, October 16, 2012

24. Tuesday, October 16, 2012

25. Marc Jacobs
Tuesday, October 16, 2012

26. #marcfam
Tuesday, October 16, 2012

27. Tuesday, October 16, 2012

28. New Luxury Top luxury brands - cited without prompting
- TOP OF MIND -
for high net-worth consumers 35 years of age and younger
Source: http://luxuryinstitute.com/
? <------Surprised it’s number one?
Tuesday, October 16, 2012

29. Social as behavior
not channel choice
It’s not about Facebook/Twitter/Youtube &tc
It’s about creating direct connections, using
content and behavior to
facilitate the dreams
that luxury premiums are predicated on.
Tuesday, October 16, 2012

30. farisyakob.com
@faris
Tuesday, October 16, 2012