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