What's next for luxury brands?

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Ce urmeaza pentru brandurile de lux?

description

despre contextul etic, despre democratizarea produsului de lux si ignorarea unor categorii de target. 3 studii de caz.

Transcript of What's next for luxury brands?

Page 1: What's next for luxury brands?

Ce urmeaza pentru brandurile de lux?

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Cum arata lumea brandurilor de lux in 2012?

Plina de contraste. Brandurile de lux nu sunt deloc constiente de etica corporate si nici nu au facut primii pasi in a raporta impactul operatiunilor lor in contextul social sau in ceea ce priveste politicile de mediu. De la materialele folosite (de exemplu blanuri), de la conditiile in care lucreaza angajatii si salariile lor, pana la risipa din prezentarile de moda toate au inceput sa fie criticate din ce in ce mai mult, intr-o lume mult mai constienta de resursele pe care le mai are la dispozitie.

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Luxul a fost dintotdeauna despre exclusivitate.

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Democratizarea produsului de lux A devenit vizibila o data cu aparitia clasei de nouveau riche ai Europei de Est si Asia. Supra-expunerea si distributia in exces dilueaza caracterul aspirational al unui brand.

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h"p://www.youtube.com/watch?v=rkB9OT2XVvA

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Cum poti sa mai fii un connaiseur cand alegi Chanel 5, daca el este in fiecare duty free din lume?

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Extensiile pe verticala Un alt factor care a dus la diluarea senzatiei de exclusivitate este aparitia extensiilor brandurilor de lux in categorii de pret premium sau chiar medium.

Armani Exchange, MiumIu (Prada) Just Cavalli a lui Roberto Cavalli, sau Mc Q lines a lui Alexander Mcqueen inseamna intrarea brandurilor de lux in alte categorii.

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Source: Luxury for the masses, Harvard Business School

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The Millenials Brandurile de lux nu s-au adresat niciodata acestei noii generatii, din simplu motiv ca nu aveau suficente venituri sa isi poata permite un brand de lux sau pentru ca designul de obicei timeless si iconic al brandurilor de lux nu este musai pe placul acestei generatii. Insa aceasta generatie creste si va deveni cea mai influenta in urmatorii ani. Brandurile de lux trebuie sa se repozitioneze ai sa poate vorbi si cu acest target, foarte important in viitor. Acest lucru inseamna sa foloseasca new media (twitter, FB, Pinterst), caracteristica acestei generati, media in care brandurile de lux sunt inca novice.

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theartofthetrench.com

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3 studii de caz Toate au in comun un singur lucru: ATITUDINEA. Curajul de a intra in alte teritorii de comunicare, cu un alt ton of voice si in continuare reusind sa isi pastreze caracterul aspirational.

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Lick your addiction!

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produsul

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proprietarul: Mat O’Connor

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packakging

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packakging

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campanii

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cartea

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Spanzuratoarea Cel mai controversat ad din istoria advertisingului de fashion de lux.

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Primul rebranding al unui brand de lux O schimbare aparent mica care a generat un val de reactii negative

Specialistii cred ca acest rebranding este intentia brandului de a vorbi cu consumatorul tanar, care nu este deloc atatsat emotional de vechiul nume si mostenire

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Christopher Owens, noua imagine Saint Laurent, un nume care zice ceva doar tinerilor.

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Multumesc!

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Surse bibliografice: •  8 P’s of Luxury branding, Rohit Arora, Strategic Planning Director,

Bates Pan Gulf (BPG Group), Dubai, UAE

•  Luxury Speech, The Nest

•  Luxury for the masses, Harvard Business School

•  The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands, Kapferer Jean -Noel.