Les 12 travaux du Luxe...digital
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CHRISTIAN RADMILOVITCH | JUNE , 07 2013
LUXE & DIGITAL
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Clients:Givenchy, Céline, Sofitel, Lenôtre, Tag Heuer, Dognin Paris, Louis Vuitton, Lancôme, Puig, Cartier, Longines, YSL Parfums, Van Cleef & Arpels, Boucheron, Galeries Lafayette, Guerlain, Kenzo, Piaget, Eres, Annick Goutal, De Fursac, Heurgon…
@pantoine_fr
@radmilovitch
@radmilove
radmilovitch
Christian [email protected]
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OVERVIEW
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FASHION éphémère, abordable, frivole, séduisant, similaire
PREMIUM durable, qualité/prix, rationnel, comparatif
LUXE intemporel, distinctif, sans prix, hédoniste
ULTRA-LUXE
court-termiste, leadership, prix, narcissique
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Ventes : 212 Mrds €
750 Mrds € (incl. voitures, hôtellerie, vins, yachts…)
+15% de croissance
Chine : #2 mondial en 2015
E-commerce : +20% par an
US : 50% des riches sur Facebook
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LES 12 TRAVAUX DU LUXE
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1. LA QUÊTE DE SENS2. LES NOUVEAUX MARCHÉS3. BESPOKE OR NOT TO BE4. LUXE DURABLE OU RESPONSABLE5. LE LUXE DOIT-IL ÊTRE SOCIAL6. SMARTPHONE, OBJET DE OU POUR LE LUXE7. LA PERFECTION AU MASCULIN8. POURQUOI VENDRE EN LIGNE9. ET LE CONTENU DEVIENT ROI10. PARADOXES DU LUXE11. L’INTERNAUTE PREND LA MAIN12. QU’IL EST DIFFICILE D’INNOVER
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LA QUÊTE DE SENS
#1
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LES NOUVEAUX MARCHÉS
#2
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BESPOKE OR NOT TO BE
#3
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LUXE DURABLE / RESPONSABLE
#4
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SOCIAL LUXURY?
#5
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APPLE IS KING
#6
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L’HOMME Á PROFUSION
#7
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FAUT-IL VENDRE EN LIGNE?
#8
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7,5 Mrds $ en 2012 (+20% par an)
Burberry = ¼ des revenus
US : 51% des cyberacheteurs luxe attendent un site mobile optimisé
Chine : 52% des cyberacheteurs luxe ont 25-34 ans
Le pouvoir des retailers/e-tailers
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Sephora MeatPacking District NY
- Pas de caisses
- Écrans digitaux, bornes tactiles
- Corners expérientiels
- Téléphone scanner + TPE libre service
- Expositions éphémères
- Outil interactif d’aide au choix de parfum
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CONTENT IS KING
#9
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LE GRAND ÉCART
#10
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L’ERE DU CONSOMACTEUR
#11
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SURPRENDRE POUR INNOVER OU FAIRE LE
BUZZ ?
#12
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2012 : L’ÈRE DE L’ADVERGAMING
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2013 : L’ÈRE DE LA LUXDISRUPTION
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Bibliographie veille Luxe & DigitalAgences / Think Tank
- Balistik*Art- Digital Luxury Group- L2 Think Tank
Blogs / Webzines / Socialmedia- Luxury Daily- Business of Fashion (BoF)- WebandLuxe- Luxury Society (Pro social network)- Influencia Mag- Luxuo- New York Times- Fashion United- Doc News- FashionMag
Spécial Chine- China Connect- Resonance China- CPP Luxury- Jing Daily- Red Luxury