When it comes to omni-content marketing, luxury brands need to define the right methodologies and infrastructures to streamline processes between partners.
EVENTS
[Video] LS Keynote 2019: Omni-content Marketing
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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
When it comes to omni-content marketing, luxury brands need to define the right methodologies and infrastructures to streamline processes between partners.
Omnichannel retail is now challenging brands to create synergies at global and local levels across their content planning, production, adaptation and distribution. With the increasing complexity of the Chinese market, brands need to adopt a more sophisticated approach to their content strategies.
While it is understood that content is paramount to reach consumers at different levels of the sales funnel, brand needs to create content with greater impact that generates tangible results. The aim for companies is now to seamlessly integrate sales, marketing and communications, as well as the participation of different stakeholders.
In his presentation, Partner and Managing Director China of DLG (Digital Luxury Group) Pablo Mauron explores these topics, and highlights how brands can maximise content investments that better integrates their ecosystems. He discusses how to create agile digital supply chains, from channel strategy to their asset production, that is responsive to the evolving customer demand and platform diversity.
Watch the video for his full presentation. A PDF version of what he shared is also available for download at the link below.
[LS Keynote 2019] Omni-content Marketing
Contributor
Annick-Ange is a French graduate from ESSCA Ecole de Management. After having lived and studied across Europe and Africa, she moved to Shanghai to study China-Europe International Business, as well as Digital Marketing. Her global perspective and her experience in luxury retail allow her to cover topics related to market trends and consumer behavior.
