in the uk's contemporary hospitality industry

ma dESIGN AND BRANDING STRATEGY BRUNEL UNIVERSITY

THE NEW LUXURY

by andrew chong

DEFINING LUXURY

RESEARCH METHODOLOGY

METHODOLOGICAL FRAMEWORK

03

16-17

15

06-07

19

05

18

08-09

20-21

10

22-23

11

26-29

12

30-34

13

35

14

DEFINING NEW LUXURY

RESEARCH METHODS

NEW LUXURY

CONSUMERS SEGMENTS

OLD LUXURY

CASUAL VISUALS

RESEARCH QUESTIONS

FOCUS GROUP

RESEARCH PURPOSES

FOCUS GROUP RESULT

RESEARCH OBJECTIVES

RESEARCH OUTCOME

RESEARCH BENEFICIARIES

STRATEGIC DIRECTIONS

THE LUXURY TIMELINE

in this presentation

“Luxury, by definition, means something that appears to be the best of whatever it represents. It’s a word that raises people’s expectations, you pay for recognition, but probably the most important thing it represents is delivery on the promise of the brand’s name.”

- Isadore Sharp, Founder of Four Seasons Hotels & Resorts, 2007

“Luxury is style and comfort, priced accordingly. Extravagance is style and comfort, cost be damned.”

- Tods Herbers, Home and Design Manazine, 2008

LUXURYnew

‘New Luxury’ is a new design branding strategy framework, which was developed by researching luxury goods and services in the hospitality industry. The framework can be used across a variety industries to target the largest consumer segments in the UK: the aspiration mass market (30%) and the rising middle class (40%) who together spend nearly 90 billion on luxury goods annually (BCG, 2010).

€

OLD LUXURY

OLD LUXURY

NEW LUXURY

NEW LUXURY

RESEARCH questions

What are the tangible and intangible attributes of hospitality businesses’ design elements?

Which design elements influence customer’s choices when choosing a hotel?

What are the diverse branding strategies hotels use to influence consumers to choose their hotel over an alternative hotel?

RESEARCH purposes

To demonstrate how commercial design value works in the luxury hospitality industry.

To analyse how the branding exercise being implemented in the hospitality brand’s presentation, reflects the designer(s)’ point of view.

To identify the challenges and the future value of “New Luxury’ branding in the UK’s hospitality industry (a targeted market segment).

To identify the hospitality industry’s’ branding symbols and components;

To ascertain hospitality brands’ visual ingredients for marketing profitable luxury products, services and experiences;

To examine current hospitality market needs and directions in regards to my definition of ‘New Luxury’;

To investigate different hospitality companies’ branding strategies’ touch points;

To determine the hospitality industry’s branding direction and practices and their new design practiceS;

To formulate a design-led strategy framework for the hospitably industry that captures their targeted consumer; &

To demonstrate the value and trends of “New Luxury’ in the UK’s hospitality industry in a responsible and reflective way.

RESEARCH OBJECTIVES

RESEARCH BENERICIARIES

Hospitality businesses Hospitality products and services suppliers

Hospitality businesses’ in-house retail divisions

Food and beverage outlets

Hospitality design, branding & marketing teams

the luxury timeline

METHODOLOGical framework

RESEARCH METHODOLOGY, INDUCTIVE

RESEARCH METHODOLOGY, INDUCTIVE

RESEARCH METHODs

consumers segments

the OLD LUXURY

the NEW LUXURY

primary research, behaviour analysis

primary research, focus group

primary research, focus group

primary research, focus group

the COLOURS

the BRAND WARDROBE

where The brand’s timeless design means it can push the limits of production possibilities regardless of the passing of time

where consumers need to be constantly surprised—even astounded—with new designs

02 timeless & quality

01 CREATIVITY REFRESHMENT

where brands attempt to help consumers realise their personal dreams

where from the security of their homes, consumers will increasingly useinformation technologies to learn about andpurchase luxury goods

04 emotional engagement

03 CONFIDENCE & SECURITY

where the brand allows consumers to express personality by choosing features and decorative styles

where the brand offers a diversity of products and services according to contextulaised and localised needs

06 INDIVIDUALISATION & PERSONALISATION

05 REGIONALISM & LOCALISATION

where brands deliver unique or superior products and services that are both global and local

where brand purchasing must now be quick, simple and convenient.

08 DIFFERENTIATION

07 SIMPLICITY & CONVENIENCE

where brands prove to the consumer that they engage in ethical and responsible production of their goods and serviceswhere brands have

‘smart’ designs that work to enhance consumer’s lives through several innovative solutions.

10 responsible

09 smart

strategic directions

THANK YOU

by andrew chong