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Fashion and Luxury Brand Strategy, Soon After Internet Massification
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
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
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
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