Madelaine Ollivier

Presented by Madelaine Ollivier

Beyond the Brand: Being Luxury

16 September 2015

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Contents

Spotlight UK luxury market

Becoming Luxury

Embodying & Communicating Luxury

Spotlight UK luxury market

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The British luxury market is expected to double over the next five years

9,370

10,617

12,008

13,567

15,322

17,297

2015 2016 2017 2018 2019 2020

UK Luxury Market Forecast (GBP million)

Source: Wealth-X

Becoming Luxury

• Guiding Principles

• Case studies

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Guiding principles to become a luxury brand

Focus: Brand equity & DNA

Craftsmanship: Create your niche

Heritage: Build a story

Rarity: Exclusive ubiquity

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Focus: Brand Equity & DNA

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Craftsmanship: Create your niche

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Heritage: Build a story….but stay relevant

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Rarity: Exclusive Ubiquity

Embodying & Communicating Luxury

• Luxury Marketing Strategies

• Packaging

• Responsibility of Luxury

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Embodying & Communicating Luxury

“When you use the word

[luxury], you’re pretty

desperate…”Pierre-Alexis Dumas, Artistic Director of

Hermès

Embodying luxury is about being

luxury

but never using the word

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Luxury Marketing Strategies: Refined, Informative, Subtle

Wes Anderson for

Prada

Kris Knight for

Gucci

Roger Federer for

Rolex

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Luxury marketing is often at direct odds with mass marketing

Production: Perfect vs. Flawed

Volume: Increase vs. Decrease

Pricing: Lower vs. Raise

Positioning: Never compare to others

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Packaging is a serious component of a luxury voice

Simplicity and qualityCreate the theatrical

stage

Become iconic and

collectable

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Responsibility of Luxury

Picture Credit: PA Photos

Thank you