From English label Burberry’s decision to replace its seasonal collections with buy-now-wear-now ranges that are available straight off the runway, to Italian fashion powerhouse Gucci’s recent move to ban fur from its future collections (starting Spring/ Summer 2018), it is clear that the luxury industry is going through a period of great change. Tried and tested marketing methods no longer work with today’s generation of consumers, and luxury brands are rapidly reshaping strategies to meet their demands.
If reports and studies are anything to go by, this phenomenon is the culmination of several factors. This includes everything from changing consumer demographics (read: millennials) to the rise of digital economies. “The industry has seen many changes over the years. Tastes and preferences are changing, and so are consumer habits. This has in turn caused a shift, and gaps are starting to form between brands and the audiences they want to reach,” notes Pablo Mauron, the Associate Publisher of Luxury Society.
It is with this in mind that Luxury Society launches its third Luxury Society Keynote conference in Shanghai. Titled Crossing the Chasm: Bridging Different Worlds, the 2017 edition of Luxury Society’s annual flagship conference focuses on the fissures that are forming between brands and their target clientele due to the changing times, and how marketers can work towards closing these gaps.
Speakers from top luxury brands like Four Seasons and Swarovski, as well as tech giants including Baidu, Alibaba, Tencent and Sina Weibo will offer their two cents on various topics ranging from targeting millennials to making use of creative technologies like augmented and virtual reality to reach an increasingly digitally savvy audience. “We are very excited for the third edition of the Luxury Society Keynote in Shanghai and are looking forward to an afternoon of sharing and mutual learning,” adds Mauron.
Here’s a sneak peek at some of the speakers and topics covered at this year’s keynote:
Reaching Luxury Consumers With Artificial Intelligence (AI)
By Charly Cai, Senior Key Account Director, Baidu
Building Awareness and Loyalty through WeChat
Elsa Wang, Head of Communications, Swarovski
Achieving Record Exposure Through Social Media: A Four Seasons Hotels & Resorts Case Study
Jocelyn Phi, Vice President, Hotel Marketing, Asia Pacific, Four Seasons
Generating Exposure: Opportunities for Luxury Brands
Lu Jia, East China Key Account Director, Sina Weibo
Targeting Millennials in China: A Montblanc Case Study
Pablo Mauron, Partner and Managing Director China, DLG; Associate Publisher, Luxury Society
Yu Xiao Ge, Founder, iDS Big Eyes (iDS大眼睛) and iSNOB
Unlocking the Power of Tmall for Luxury Brands
New Era Approach to Digital Marketing Transformation Based on User Data Insights
Max Ren, Senior Product Manager, WeChat Advertising, Tencent Social Advertising
Well, you know what they say: Third time’s a charm. See you at this year's Luxury Society Keynote!
For more information about the event and ticket purchases, please visit this website. The event’s full programme can also be downloaded here. If you have any questions or need more details, do reach us at [email protected].
* More Information about speaker to be announced