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THE NEW
CULTURE
OF LUXURY
Mike Karam
Head of Digital and Integrated Strategy, Laird + Partners
@mikekaram
TODAY, MODERN FASHION AND LUXURY BRANDS
CAN’T COMPETE BASED ON AN ASPIRATIONAL IMAGE AND PRODUCT OFFERING ALONE
Louis Vuitton
LV Foundation
Burberry
Digitally Integrated Flagship Store
Kenzo
Interactive Windows
THERE IS A NEW CULTURE ...
NEW PLATFORMS, NEW TECHNOLOGY, NEW PRODUCTS,
AND ULTIMATELY NEW BEHAVIORS ARE RE-SHAPING THE DEFINITION OF LUXURY
Net-A-Po...
IN A CATEGORY ONCE DEFINED BY CULT STATUS,
A CULT IS NO LONGER ENOUGH FOR FASHION AND LUXURY BRANDS TO RELY ON
Net-A-Porter
Modern Retail
Airbnb
Modern Travel
Apple TV
Modern Content
Glossier
Culture in Beauty
Acne
Culture in Fashion...
CREATION STORY CODES
ICONS
RITUALS SACRED WORDS
all cultures come with
a story attached
core principles, beliefs,
mission,...
Burburry
Apple Music Channel
Google
Project Jacquard
Prada
Customization at Scale
Tesla
Interactive Dealership
CULTURE IS ...
WHERE BRANDS ARE ON A RELENTLESS PURSUIT OF IDENTITY
AND HAVE THE LICENSE TO ESCAPE THE ORDINARY,
CONSTANTLY SURPRISING AN...
Burburry
LFW Snapchat Preview
Prada
“Postman Dreams” Film
Hermes x Apple
Apple Watch
Michael Kors
Contextual Commerce
CREA...
THE NEW CULTURE OF LUXURY IS HERE.
WHERE BRANDS HAVE THE LICENSE TO SURPRISE AND CREATE,
WHERE IDEAS AND EXPERIENCES DEFIN...
Mike Karam
Head of Digital and Integrated Strategy, Laird + Partners
@mikekaram
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A piece I wrote for a talk on The New Culture of Luxury. Exploring how modern brands, platforms, and ideas are influencing the fashion and luxury category.

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THE NEW CULTURE OF LUXURY

  1. 1. THE NEW CULTURE OF LUXURY Mike Karam Head of Digital and Integrated Strategy, Laird + Partners @mikekaram
  2. 2. TODAY, MODERN FASHION AND LUXURY BRANDS CAN’T COMPETE BASED ON AN ASPIRATIONAL IMAGE AND PRODUCT OFFERING ALONE
  3. 3. Louis Vuitton LV Foundation Burberry Digitally Integrated Flagship Store Kenzo Interactive Windows THERE IS A NEW CULTURE OF LUXURY EMERGING, AS MODERN BRANDS ARE BEING DEFINED BY IDEAS AND EXPERIENCES
  4. 4. NEW PLATFORMS, NEW TECHNOLOGY, NEW PRODUCTS, AND ULTIMATELY NEW BEHAVIORS ARE RE-SHAPING THE DEFINITION OF LUXURY Net-A-Porter Modern Retail Airbnb Modern Travel Apple TV Modern Content Uber Modern Transportation
  5. 5. IN A CATEGORY ONCE DEFINED BY CULT STATUS, A CULT IS NO LONGER ENOUGH FOR FASHION AND LUXURY BRANDS TO RELY ON
  6. 6. Net-A-Porter Modern Retail Airbnb Modern Travel Apple TV Modern Content Glossier Culture in Beauty Acne Culture in Fashion Warby Parker Culture in Eyeware IN THE NEW CULTURE OF LUXURY, YOU CAN’T HAVE A CULT WITHOUT A CULTURE FOR PEOPLE TO PARTICIPATE IN Aēsop Culture in Skincare
  7. 7. CREATION STORY CODES ICONS RITUALS SACRED WORDS all cultures come with a story attached core principles, beliefs, mission, purpose ownable actions, behaviors meaningful sights, symbols ownable words, phrases LEADER the face, the innovator VISUAL LANGUAGE consistent visual story, from content to context NON-BELIEVERS to have a yin of believers, there must be a yang of non-believers THE TENETS OF A CULTURE
  8. 8. Burburry Apple Music Channel Google Project Jacquard Prada Customization at Scale Tesla Interactive Dealership CULTURE IS WHAT FUELS IDEAS, INNOVATION, EXPERIENCES, AND PARTICIPATION - AS THE CONVERSATION SHIFTS FROM THE LIMITS OF LUXURY, TO THE LICENSE OF LUXURY
  9. 9. WHERE BRANDS ARE ON A RELENTLESS PURSUIT OF IDENTITY AND HAVE THE LICENSE TO ESCAPE THE ORDINARY, CONSTANTLY SURPRISING AND EXPANDING THE BRAND NARRATIVE Celine Joan Didion’s Collaboration Saint Laurent Joni Mitchell Collaboration
  10. 10. Burburry LFW Snapchat Preview Prada “Postman Dreams” Film Hermes x Apple Apple Watch Michael Kors Contextual Commerce CREATING DESIRE THROUGH MULTI-LAYERED, MULTI-CHANNEL STORYTELLING, LEANING INTO THE VISUAL AND EMOTIONAL CODES OF FASHION AND LUXURY AS DESIGN AND TECHNOLOGY INTERSECT
  11. 11. THE NEW CULTURE OF LUXURY IS HERE. WHERE BRANDS HAVE THE LICENSE TO SURPRISE AND CREATE, WHERE IDEAS AND EXPERIENCES DEFINE THE NEW CURRENCY, AND WHERE MODERN BRANDS MUST CREATE A PLATFORM FOR PARTICIPATION
  12. 12. Mike Karam Head of Digital and Integrated Strategy, Laird + Partners @mikekaram
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A piece I wrote for a talk on The New Culture of Luxury. Exploring how modern brands, platforms, and ideas are influencing the fashion and luxury category.

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