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Luxury business holds the key assets to be the most convincing model to face the sustainable challenges and the technology revolution of the 21th century.
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“ Designing Luxury business
for the XXIth century ”
- Isabelle George -
« IF EVERY TERRITORY IS DEFINED BY A LINE, LUXURY WOULD BE AN EXTREME HORIZON »
Christophe Pillet, Designer
3 “ Designing Luxury Business for the XXIth century ”
WHAT IS LUXURY?
VISIONNARY AVANT-GARDIST, IDEALISTIC
ELEGANT AESTHETIC, DISTINGUISHED,
ASPIRATIONAL MYTHIC, LEGENDARY
UNIQUENESS PRIVILEGE
INACCESSIBLE RARE, EXCLUSIVE
PERENNIAL DURABLE, RESILIENT
SPECTACULAR SURPRISING, PHENOMENAL, UNUSUAL
HAND-CRAFTED REMARKABLE, EXCELLENT, AUTHENTIC
LUXURY IS …
4 “ Designing Luxury Business for the XXIth century ”
LUXURY IS VISIONARY
VISIONNAIRE IS A MULTI-FORMAT ALBUM OF FASHION AND ART PRODUCED IN EXCLUSIVE NUMBERED LIMITED EDITION
5 “ Designing Luxury Business for the XXIth century ”
LUXURY IS INACCESSIBLE
THE VIRTUAL BAG OF ORA-ITO TRANSFORMS LUXURY INTO A INACCESSIBLE PHANTASM, NEVER FULFILLED...
6 “ Designing Luxury Business for the XXIth century ”
LUXURY IS AUTHENTIC
AUTHENTIC: OF THE ORIGIN, AUTHOR CERTIFIED
7 “ Designing Luxury Business for the XXIth century ”
LUXURY IS UNIQUENESS
DESIGNED BY BULGARI TO BE UNIQUE AS A MASTER PIECE
8 “ Designing Luxury Business for the XXIth century ”
LUXURY IS ASPIRATIONAL
HERMÈS REVISITS FAIRY TALES TAKING US TO THE DREAMING WORLD…
9 “ Designing Luxury Business for the XXIth century ”
LUXURY IS ELEGANT
STARK REDECORATING THE ROYAL MONCEAU, 2010
10 “ Designing Luxury Business for the XXIth century ”
LUXURY IS SPECTACULAR
FASHION SHOW CHANEL AT GRAND PALAIS, 2006
11 “ Designing Luxury Business for the XXIth century ”
LUXURY IS PERENNIAL
LOUIS VUITTON, SUITCASE MAKER SINCE 1854
12 “ Designing Luxury Business for the XXIth century ”
CURRENT BUSINESS TRENDS
1. Internal expansion
2. Network Intensification
3. Ephemeral
STORE
PRODUCT
4. Brand stretching
5. Basic mood
6. Artisitic inspiration
7. Co-branding
CUSTOMER
8. Lifestyle
9. Accessibility
10. Endorsement
11. Digitalism
13 “ Designing Luxury Business for the XXIth century ”
STORE
1. Internal expansion
2. Network Intensification
3. Ephemeral
STORE
14 “ Designing Luxury Business for the XXIth century ”
1. INTERNATIONAL EXPANSION
IN 2010, HERMÈS IS IN THE 5 CONTINENTS
15 “ Designing Luxury Business for the XXIth century ”
2. NETWORK INTENSIFICATION
IN 2010, GUCCI HAS 283 STORES IN THE WORLD
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3. EPHEMERAL
POP-UP STORE LOUIS VUITTON X COMME DES GARÇONS, TOKYO, 2008 POP-UP STORE C. LOUBOUTIN, BEIJING, 2010
THE POP-UP STORES OR THE STAGE SETTING OF THE PRODUCTS
17 “ Designing Luxury Business for the XXIth century ”
CURRENT BUSINESS TRENDS
PRODUCT
4. Brand stretching
5. Basic mood
6. Artisitic inspiration
7. Co-branding
18 “ Designing Luxury Business for the XXIth century ”
4. BRAND STRETCHING
BRANDS’ TERRITORY BECOMES LARGER AND LARGER
19 “ Designing Luxury Business for the XXIth century ”
5. BASIC MOOD
WHEN LUXURY BRANDS INVEST OUR DAILY LIFE
20 “ Designing Luxury Business for the XXIth century ”
6. ARTISTIC INSPIRATION
WHEN ARTISTS GIVE SOME NEW BREATH TO BRANDS IMAGINARY.
TIFFANY&CO. & PALOMA PICASSO BACCARAT & STARKS LOUIS VUITTON & MURAKAMI
21 “ Designing Luxury Business for the XXIth century ”
7. CO-BRANDING
&
TWO BRANDS, TO BE STRONGER…
22 “ Designing Luxury Business for the XXIth century ”
CURRENT BUSINESS TRENDS
CUSTOMER
8. Lifestyle
9. Accessibility
10. Endorsement
11. Digitalism
23 “ Designing Luxury Business for the XXIth century ”
8. LIFESTYLE
WHEN BRANDS CREATE THE TOTAL LOOK!
FENDI CASA FENDI LIFE-STYLE
24 “ Designing Luxury Business for the XXIth century ”
9. ACCESSIBILITY
WHEN LUXURY BECOMES AFFORDABLE…
BAG DIAMOND FOREVER
CHANEL TATOO,
190 000€
50€
IMPORTANT TIFFANY DIAMOND RING
RETURN TO TIFFANY PENDANT
6 000 000€
100€
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10. ENDORSEMENT
THE NEW SPOKESMEN OF LUXURY
26 “ Designing Luxury Business for the XXIth century ”
11. DIGITALISM
THE NEW INTERFACES OF LUXURY
MARC JACOBS WEBSITE MARC JACOBS WEB 2.0
27 “ Designing Luxury Business for the XXIth century ”
GAP DEEPENING BETWEEN VALUES & TRENDS
ARE LUXURY VALUES STILL LINKED WITH THE CURRENT LUXURY TRENDS ?
VISIONNARY AVANT-GARDIST, IDEALISTIC
ELEGANT AESTHETIC, DISTINGUISHED,
ASPIRATIONAL MYTHIC, LEGENDARY
UNIQUENESS PRIVILEGE
INACCESSIBLE RARE, EXCLUSIVE
PERENNIAL DURABLE, RESILIENT
SPECTACULAR SURPRISING, PHENOMENAL, UNUSUAL
HAND-CRAFTED REMARKABLE, EXCELLENT, AUTHENTIC
LUXURY IS …
LUXURY VALUES
1. Internal expansion
2. Network
Intensification
3. Ephemeral
STORE
PRODUCT
4. Brand stretching
5. Basic mood
6. Artisitic inspiration
7. Co-branding
CUSTOMER
8. Lifestyle
9. Accessibility
10. Endorsement
11. Digitalism
LUXURY TRENDS
28 “ Designing Luxury Business for the XXIth century ”
GAP DEEPENING BETWEEN VALUES & TRENDS
WHEN LUXURY BECOMES TOO AFFORDABLE, IS IT STILL INACCESSIBLE ?
INACCESSIBILITY ?
KEYRING, 105€ CAP, 35€
29 “ Designing Luxury Business for the XXIth century ”
GAP DEEPENING BETWEEN VALUES & TRENDS
WHY LUXURY NEEDS ARTISTS TO RENEW BRANDS’ IMAGINARY ?
VISIONARY ?
HERMÈS & TOKUJIN YOSHIOKA
30 “ Designing Luxury Business for the XXIth century ”
GAP DEEPENING BETWEEN VALUES & TRENDS
HOW TO RECREATE SENSATIONAL FEELINGS THROUGH THE INTERNET ?
SPECTACULAR ?
31 “ Designing Luxury Business for the XXIth century ”
GAP DEEPENING BETWEEN VALUES & TRENDS
HOW SHIFTING TRENDS, POP UP STORES AND CAPSULE COLLECTIONS CAN BE SYNONYMOUS WITH LASTING IDENTITIES ?
PERENNIAL ?
POP-UP STORE C. LOUBOUTIN, BEIJING, 2010
32 “ Designing Luxury Business for the XXIth century ”
GAP DEEPENING BETWEEN VALUES & TRENDS
IS ELEGANCE ONLY A MATTER OF TASTE ?
ELEGANT ?
33 “ Designing Luxury Business for the XXIth century ”
GAP DEEPENING BETWEEN VALUES & TRENDS
HOW TO SUSTAIN SINGULARITY THROUGH DEEP DIVERSIFICATION ?
UNIQUENESS ?
34 “ Designing Luxury Business for the XXIth century ”
GAP DEEPENING BETWEEN VALUES & TRENDS
DOES LUXURY STILL MANAGE TO MAKE US DREAM ?
ASPIRATIONAL ?
35 “ Designing Luxury Business for the XXIth century ”
GAP DEEPENING BETWEEN VALUES & TRENDS
IS THE LUXURY CRAFTSMANSHIP IN DANGER ?
HOME-CRAFTED ?
“60% OF THE LUXURY PRODUCTS ARE MADE IN CHINA” REDLUXURY.COM
36 “ Designing Luxury Business for the XXIth century ”
LUXURY BUSINESS MUST EVOLVE… TO LEAD THE XXITH CENTURY
CURRENT BUSINESS DEVELOPMENTS THREATEN THE LUXURY IDENTITY, DEPRIVING ITS ESSENCE FROM ITS CORE VALUES… THE LUXURY BUSINESS MODEL HAS BEEN OVER-EXPLOITED AND REACHES ITS LIMITS !
HOW TO KEEP BEING VISIONARY ? HOW TO UPDATE THE LUXURY VALUES ?
HOW TO THINK AHEAD THE COMING UPSWINGS ? HOW TO CREATE THE ASPIRATIONAL EXPERIENCES OF THE XXITH CENTURY ?
37 “ Designing Luxury Business for the XXIth century ”
THE MAIN STAKES OF A NEW LUXURY…
NEW LUXURY
MUST BE VISIONARY BY :
- Arousing aspirations
- Reinterpreting Myths
- Integrating New XXIth tools
NEW CONNECTION NEW ASPIRATION
38 “ Designing Luxury Business for the XXIth century ”
NEW CONNECTION
WHAT DOES DIGITAL “COMMUNITY” MEAN FOR
LUXURY?
LUXURY TECHNOLOGY
& USES
HOW TO INTEGRATE THE PRO-ACTIVE CONSUMERS?
HOW TO OFFER A SAME LEVEL OF EXPERIENCE QUALITY WITH DIFFERENT INTERFACES?
HOW TO REACH THE DIGITAL NATIVE
VERY RICH? 3D AUGMENTED REALITY
INTERACTIVITY SHARED EXPERIENCE
“SENSORIAL EXPERIENCE” SOCIAL MEDIA
BRAND IMAGE GAME BUSINESS
39 “ Designing Luxury Business for the XXIth century ”
NEW CONNECTION
RALPH LAUREN ENLIVENS THE WALLS IN A SPECTACULAR SHOW
RALPH LAUREN ‘S 4-DIMENSIONAL EXPERIENCE, MADISON AVENUE 2010
40 “ Designing Luxury Business for the XXIth century ”
NEW CONNECTION
VIKTOR & ROLF’S FASHION SHOW IS ONLY PERFORMED IN THEIR WEBSITE
VIKTOR & ROLF’S VIRTUAL FASHION SHOW, SPRING-‐SUMMER 2009
41 “ Designing Luxury Business for the XXIth century ”
NEW CONNECTION
MY BOUCHERON WEBSITE BRINGS LUXURY AT HOME
BOUCHERON VIRTUAL RINGS, 2010
42 “ Designing Luxury Business for the XXIth century ”
NEW ASPIRATION
SUSTAINABLE LUXURY
From a “need of sustainability” to the “aspiration for sustainability”...
How to manage this shift ?
NO IMPACT
How to reduce costs, upset feelings and the
impact of manufacturing
over the planet?
WELL BEING
How to adapt a product to delight oneself while
acting for its own
well-being ?
ECOSYSTEM
How to be integrated in an ecosystem and make it
thrive?
43 “ Designing Luxury Business for the XXIth century ”
NEW ASPIRATION
WHEN LUXURY MEETS ENVIRONMENT CONCERN
TESLA CAR, 2003
44 “ Designing Luxury Business for the XXIth century ”
NEW ASPIRATION
WHEN LUXURY CARES ABOUT THE MATERIAL SCARCITY
“WITH LITTON FURNITURE WE WANT TO ESTABLISH A MODEL OF DESIRABLE SUSTAINABLE LUXURY
IN FURNITURE MAKING”
ANDRÉE PUTMAN & TERENCE CONRAN
JACK IN THE BOX - LOW TABLE ENGLISH WALNUT, SILVER BRASS AND LACQUER
LA PLUME DE MA TANTE - DESK ENGLISH WALNUT AND LEATHER
45 “ Designing Luxury Business for the XXIth century ”
NEW ASPIRATION
“ BE SUSTAINABLE AND DESIRABLE AT THE SAME TIME”
THE FIRST PERFUME TOTALLY ECO-CONCEIVED
ÉMOI INFINI DE EXTRÊME PARIS, 2010
46 “ Designing Luxury Business for the XXIth century ”
SO…
… HOW TO DESIGN THE NEW LUXURY
FOR THE XXITH CENTURY ?
47 “ Designing Luxury Business for the XXIth century ”
DESIGNING your SUSTAINABILITY
WHO ARE WE?
HELIXA HELPS THE TOMORROW LEADERS DESIGNING A
PROFITABLE AND SUSTAINABLE STRATEGY.
WE ACCOMPANY CHANGE WITH A CREATIVE AND INNOVATIVE APPROACH BASED ON “DESIGN THINKING” .
BY THINKING OUT OF THE FRAME, WE ENVISION ACTUAL STAKES, WEAK SIGNALS AND FUTURE IMPACTS .
THE MOST FITTED PROJECT IS INDEED THE ONE WHICH WILL BE ABLE TO INTEGRATE ALL THE STAKEHOLDERS’ DEMANDS GENERATING AT THE SAME TIME SHAREHOLDERS BENEFIT
ISABELLE GEORGE WORKED ON 3 MULTINATIONALS
CUMULATING 23 YEARS OF EXPERIENCE.
BEFORE FOUNDING HELIXA, SHE WORKED AS VICE PRESIDENT OF PPR GROUP STRATEGY. AND HAD ALSO BEEN FNAC GROUP STRATEGY VICE PRESIDENT AND PPR IT VICE PRESIDENT .
SHE HOLDS A DEGREE IN PHYSICAL ENGINEERING FROM ONE’S OF TOP FRENCH ENGINEERING UNIVERSITIES, INSA LYON, AS WELL AS A DEGREE IN STRATEGY FROM THE IFG.
48 “ Designing Luxury Business for the XXIth century ”
CONTACT
ISABELLE GEORGE
(+33)6 62 92 05 59
