CONSUMERS

What Luxury Executives are Reading in 2017

by

Genna Meredith

|

This is the featured image caption
Credit: This is the featured image credit

From China to technology trends, bloggers to digital transformation, luxury executives are hungry for information to inspire and foster change. Luxury Society’s Editor reveals the most read articles of 2017 so far, and what it means for the industry.

Over the last decade, collaborations between luxury brands and contemporary artists have gone beyond mere artistic partnerships towards a new kind of luxury branding.

PARIS – Art and fashion have always developed side by side, for fashion, like art, often gives visual expression to the cultural zeitgeist. During the 1920s, Salvador Dalí created dresses for Coco Chanel and Elsa Schiapparelli. In the 1930s, Ferragamo’s shoes commissioned designs for advertisements from Futurist painter Lucio Venna, while Gianni Versace commissioned works from artists such as Alighiero Boetti and Roy Lichtenstein for the launch of his collections. Yves Saint Laurent’s vast art collection, recently auctioned at Christie’s in Paris, testified to his great love of art and revealed the influence of a variety of artists on his own designs.

In the 1980s, relationships between luxury brands and artists were advanced when Alain Dominique Perrin created the Fondation Cartier. In the Fondation Cartier pour l’Art Contemporain, a book marking the foundation’s 20th anniversary, Perrin says he makes “a connection between all the different sorts of arts, and luxury goods are a kind of art. Luxury goods are handicrafts of art, applied art.”

The Fondation Cartier pour l’Art Contemparain building in Paris

From China to technology trends, bloggers to digital transformation, luxury executives are hungry for information to inspire and foster change. Luxury Society’s Editor reveals the most read articles of 2017 so far, and what it means for the industry.

So far 2017 has been a year of media and marketing shifts, political challenges and digital opportunities. The rise of younger, more affluent consumers, and our increasingly connected lifestyles, continues to challenge the frontiers of luxury.

Luxury Society’s most read articles of 2017 so far uncovers four trends driving the most interest within the industry: Influencers, Digital Strategy, China, and Consumers.

Luxury Society opened the year reporting 2017 Projections for the Luxury Industry, one of which included the rise of sustainable luxury. The interest in the article ‘Intelligent Luxury’ shows that the industry is indeed engaged in the subject and curious to learn more about how responsibility and luxury go hand in hand.

INFLUENCERS

Another prediction was that brands would need to adapt to survive. In April, the former CEO of Chanel, Maureen Chiquet, called on the luxury industry to create more meaning for millennials, and when we look at which topic is the most popular so far in 2017 we can see that many brands are looking to do just that. Read about The 6 Categories of Influencers Luxury Brands Need to Know.

With a reported 84% of brands planning to run influencer marketing campaigns this year, influencer marketing is fast becoming one of the most widely used marketing channels for luxury and lifestyle brands. See why Influencer Marketing is here to stay for Watch & Jewellery Brands.

DIGITAL STRATEGY

Despite being conscious about new technologies’ potential to build a meaningful and seamless experience for their consumers, for some luxury brands there is still a way to go to truly integrate digital into their business. Luxury executives are highly interested in learning about the fundamentals for digital success as demonstrated by the following popular articles:

Find out Which Channel Has The Most Impact On Drive-To-Store For Luxury Brands?

Read the 5 Fundamentals of Successful Digital Luxury Brands

See how Luxury Brands Embraced Digital To Connect With Fans during SIHH

Discover how Independent and Family-Owned Luxury Brands Approach Their Digital strategy.

CHINA

Despite the economic and political challenges in China, Chinese shoppers still account for over 30% of all luxury sales. Luxury executives are hungry for information on how to inspire and connect with this audience, as seen in the most popular articles related to China:

WeChat & Luxury Fashion in 2017

Discover 6 Ways Luxury Brands Use WeChat for Marketing Campaigns in China

A look at China vs. America: The Different Spending Habits of the Wealthy

CONSUMERS

The boundaries of the luxury industry continue to blur as mass brands are appealing more and more to high net worth individuals, and we are seeing a generation less interested in owning a designer dress or luxury car and more excited by the notion of their own personal driver appearing on demand with a single swipe of their phone.

Individuals no longer feel the need to consistently upgrade into luxury as income and wealth rises. It's a concept known as "post-luxury" and Winston Chesterfield explained it in one of the most read articles of the year: The Post-Luxury Consumer.

As 2017 continues it will be interesting to see how these four topics continue to drive interest, and what other subjects will also spark conversation within the industry.

Genna Meredith

Strategist, Luxury Society

Genna is a Strategist at Digital Luxury Group, specializing in digital content, influencer marketing and social communications. Prior to working at Digital Luxury Group, Genna worked in Brand Management at Procter & Gamble, Account Management at Saatchi & Saatchi X, and as Assistant Director of Communications at Enterprise UK.

CONSUMERS

What Luxury Executives are Reading in 2017

by

Genna Meredith

|

This is the featured image caption
Credit : This is the featured image credit

From China to technology trends, bloggers to digital transformation, luxury executives are hungry for information to inspire and foster change. Luxury Society’s Editor reveals the most read articles of 2017 so far, and what it means for the industry.

Over the last decade, collaborations between luxury brands and contemporary artists have gone beyond mere artistic partnerships towards a new kind of luxury branding.

PARIS – Art and fashion have always developed side by side, for fashion, like art, often gives visual expression to the cultural zeitgeist. During the 1920s, Salvador Dalí created dresses for Coco Chanel and Elsa Schiapparelli. In the 1930s, Ferragamo’s shoes commissioned designs for advertisements from Futurist painter Lucio Venna, while Gianni Versace commissioned works from artists such as Alighiero Boetti and Roy Lichtenstein for the launch of his collections. Yves Saint Laurent’s vast art collection, recently auctioned at Christie’s in Paris, testified to his great love of art and revealed the influence of a variety of artists on his own designs.

In the 1980s, relationships between luxury brands and artists were advanced when Alain Dominique Perrin created the Fondation Cartier. In the Fondation Cartier pour l’Art Contemporain, a book marking the foundation’s 20th anniversary, Perrin says he makes “a connection between all the different sorts of arts, and luxury goods are a kind of art. Luxury goods are handicrafts of art, applied art.”

The Fondation Cartier pour l’Art Contemparain building in Paris

From China to technology trends, bloggers to digital transformation, luxury executives are hungry for information to inspire and foster change. Luxury Society’s Editor reveals the most read articles of 2017 so far, and what it means for the industry.

So far 2017 has been a year of media and marketing shifts, political challenges and digital opportunities. The rise of younger, more affluent consumers, and our increasingly connected lifestyles, continues to challenge the frontiers of luxury.

Luxury Society’s most read articles of 2017 so far uncovers four trends driving the most interest within the industry: Influencers, Digital Strategy, China, and Consumers.

Luxury Society opened the year reporting 2017 Projections for the Luxury Industry, one of which included the rise of sustainable luxury. The interest in the article ‘Intelligent Luxury’ shows that the industry is indeed engaged in the subject and curious to learn more about how responsibility and luxury go hand in hand.

INFLUENCERS

Another prediction was that brands would need to adapt to survive. In April, the former CEO of Chanel, Maureen Chiquet, called on the luxury industry to create more meaning for millennials, and when we look at which topic is the most popular so far in 2017 we can see that many brands are looking to do just that. Read about The 6 Categories of Influencers Luxury Brands Need to Know.

With a reported 84% of brands planning to run influencer marketing campaigns this year, influencer marketing is fast becoming one of the most widely used marketing channels for luxury and lifestyle brands. See why Influencer Marketing is here to stay for Watch & Jewellery Brands.

DIGITAL STRATEGY

Despite being conscious about new technologies’ potential to build a meaningful and seamless experience for their consumers, for some luxury brands there is still a way to go to truly integrate digital into their business. Luxury executives are highly interested in learning about the fundamentals for digital success as demonstrated by the following popular articles:

Find out Which Channel Has The Most Impact On Drive-To-Store For Luxury Brands?

Read the 5 Fundamentals of Successful Digital Luxury Brands

See how Luxury Brands Embraced Digital To Connect With Fans during SIHH

Discover how Independent and Family-Owned Luxury Brands Approach Their Digital strategy.

CHINA

Despite the economic and political challenges in China, Chinese shoppers still account for over 30% of all luxury sales. Luxury executives are hungry for information on how to inspire and connect with this audience, as seen in the most popular articles related to China:

WeChat & Luxury Fashion in 2017

Discover 6 Ways Luxury Brands Use WeChat for Marketing Campaigns in China

A look at China vs. America: The Different Spending Habits of the Wealthy

CONSUMERS

The boundaries of the luxury industry continue to blur as mass brands are appealing more and more to high net worth individuals, and we are seeing a generation less interested in owning a designer dress or luxury car and more excited by the notion of their own personal driver appearing on demand with a single swipe of their phone.

Individuals no longer feel the need to consistently upgrade into luxury as income and wealth rises. It's a concept known as "post-luxury" and Winston Chesterfield explained it in one of the most read articles of the year: The Post-Luxury Consumer.

As 2017 continues it will be interesting to see how these four topics continue to drive interest, and what other subjects will also spark conversation within the industry.

Genna Meredith

Strategist, Luxury Society

Genna is a Strategist at Digital Luxury Group, specializing in digital content, influencer marketing and social communications. Prior to working at Digital Luxury Group, Genna worked in Brand Management at Procter & Gamble, Account Management at Saatchi & Saatchi X, and as Assistant Director of Communications at Enterprise UK.

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