Jacques Roizen discusses the implications and challenges of online marketplaces in China, as well as the opportunities that exist for luxury brands beyond WeChat and their brand-owned websites.
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[Video] LS Keynote 2019: Luxury Brands’ Engagement with Marketplaces
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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
Jacques Roizen discusses the implications and challenges of online marketplaces in China, as well as the opportunities that exist for luxury brands beyond WeChat and their brand-owned websites.
When it comes to e-commerce opportunities in China, luxury brands fall behind in terms of penetration on the market. In fact, their hesitation to occupy digital spaces beyond their WeChat accounts or own websites hinder their online growth.
With the hyper digitalization of luxury consumers and the market shares taken by e-commerce marketplaces such as Tmall or JD, it is paramount for luxury brands to learn how to navigate these environments.
In his presentation, Baozun’s Head of Digital Transformation and New Ventures Jacques Roizen gives insights into how brands can seamlessly integrate e-commerce platforms into their ecosystems. He highlights the key elements to integrate branding and content management with the platforms, as well as how to manage customer relationships and define social CRM strategies.
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] Luxury Brands’ Engagement with Marketplaces
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.
