Friday, November 30, 2012

Win a Place to Attend the Club e-Luxe Breakfast Seminar

We’re giving one lucky luxury executive the chance to join the leaders of luxury at the forthcoming Club e-Luxe Breakfast Seminar taking place on 8th January in Paris! Try your luck! Entries will be accepted until 6pm on 3rd December. Bon courage à tous!
To get a glimpse into Club e-Luxe, watch the video below from a previous Breakfast Seminar.


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Sensory Luxury!


Luxury is all about emotions, feelings, dreams and fantasies. Luxury can only be fully appreciated when all the five human senses have been stimulated to their highest level of sensibility. This is when the subconscious nudges that unsurmountable desire to the surface of our emotions and overwhelms us with appreciation, love and longing for luxury items.

But are the five senses of sight, sound, smell, taste and touch still enough for the appreciation of luxury in the current digital context? Has the digital dimension ushered in a “sixth sense” dimension? We believe so.

For this reason, the next Club e-Luxe event will be taking the unprecedented route of addressing how digital media has ushered in a new sixth sense in the human psyche, bringing with it different perspectives and influences on the luxury client. We will be presenting and analysing the latest innovations that touch the five senses through digital media, from motion design, visual illusions, sound design, digi-touch and even technology-based luxury accessories which we have aptly named “techcessories”.
Join us in Paris on Tuesday 8th January 2013 at the Hotel Le Bristol to remain at the forefront of the digital evolution in luxury.
To register for the event, click here
To learn more about how you can participate, click here.
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Thursday, November 29, 2012

The Future of Digital Luxury is Already Here, as Seen at the 2012 Club e-Luxe International Summit

When you imagine the future of digital media and technology, it is likely that the somewhat futuristic movie Minority Report may feature somewhere in the spectrum of your thoughts, notably the scene where Tom Cruise’s character walks into a shopping mall and is instantly welcomed by a lineup of personalized messages flashing on transparent walls, from adverts to product displays and direct messages, all tailored to seamlessly match his preferences, habits and lifestyle. This is of course made possible by the multiple technologies that are designed to “crack” the codes of consumer behavior by effortlessly gliding into their lives and even mind. But is this fictional setting possible in our world today, more so in luxury? The answer is a clear and sound “yes”, as was witnessed at the Club e-Luxe International Summit held on Wednesday 6th June at the Ritz Hotel, Paris.

Recognizing the forward march of digital media and its unquestionable impact on the luxury consumer’s psyche and general disposition towards luxury shopping, Luxe Corp chose the theme of E-Commerce, F-Commerce & M-Commerce for this year’s summit. Before rushing to the conclusion that online shopping has come of age (after all e-commerce has been around for over fifteen years), it is noteworthy to mention that like every aspect of technology, online selling is not static but constantly evolving. This mere fact influenced the key topics and subject areas that emerged from the summit’s theme; and they ranged from the familiar E, F and M-Commerce to the incipient V-Commerce (as in Video Commerce), A-Commerce (as in Advert Commerce), Email-Shopping (as in shopping from online Newsletters inside the mailbox), E-Customization, E-Services, Virtual Reality and a host of other intriguing technology and business facets.

Although e-commerce in luxury began with a focus on transactions and functions, today’s digital shopping environment is a far cry from this. E-shopping in the present day means first and foremost engaging with the client through interactivity and connecting with them emotionally through rich content, entertainment, storytelling, social exchanges, virtual collaborations, creative sourcing and everything in between. In fact the buzz words in today’s online selling space for luxury are “collaborative consumption”, “social selling” and “multi-media or trans-media storytelling and entertainment”. This means that the luxury online shopper must be courted, tantalized, wooed and above all enticed into becoming a “fan” before they deem a brand fit for shopping.

This context has raised more questions than ever, especially on how luxury brands can stand out in a world where access to brand information is currently at the fingertips of anyone remotely interested in luxury. The Club e-Luxe International Summit gathered some of the finest and brightest minds in digital media and luxury in a highly stimulating day where the latest innovations, tools, applications, systems, trends, strategies and solutions were dissected through illuminating presentations, live DEMOs, debate sessions, workshops and expositions.

LUXE CORP’s Executive Director Uché Okonkwo led the team of forward-thinking visionaries, through an insightful presentation that focused on the evolution of luxury e-commerce, from the arrival of the internet until the present strategies and techniques adopted by the luxury industry. She highlighted the errors made by luxury brands in the first phase of e-commerce, and indicated the current requirements and future direction of e-commerce in the industry. She emphasized that the late arrival of the luxury industry in the e-commerce landscape enabled the emergence of a market gap that was filled by several parties, including independent retailers, discounters, counterfeiters, auctioneers, lenders and others. This led to a loop-sided position where luxury brands became the “outsiders” leading to the startling reality that remains prevalent today, which is that the current structure of luxury e-retail was set by independent e-retailers and luxury brands have been forced to follow it without much choice. The presentation also revealed that luxury consumers currently seek more than products and services online, but now view content, entertainment, connecting, sharing, storytelling and creating as prerequisites prior to purchase. Content especially has become a product of consumption in today’s luxury e-commerce context. Uché Okonkwo identified the 6 areas that would be prevalent in the immediate future of luxury e-commerce as Virtual Immersive Platforms (including Real-Time 3D, Interactive 3D, Mobile 3D, Simulated Social 3D), Content Consumption (including videos, animations, magazines, blogs), Social & Collaborative Shopping (including styling platforms, visual platforms, creative platforms), Web Channel Disintegration (including the merging of self-commerce, social commerce, mobile & advert commerce), Interactive Shopping (including email shopping, shoppable videos, shoppable adverts), E-Personalization (including customization, personalization, real-time demo views).
Jean-Louis Lesage and Virginie Baudelaire from the pioneering digital company NOVACOM, which specializes in 3D virtual platforms, then took the floor and led the audience through one of the most powerful immersive virtual experiences that exists in the luxury sector today. As the company that created the Valentino Garavani Virtual Museum, the first full 3D website in luxury, NOVACOM is not only a pioneer but an enabler of the digital luxury evolution. The presentation focused on showcasing the approaches required to create an immersive experiences online using platforms that support real-time 3D integration. The presentation was followed by a virtual visit and live demonstration of the Valentino Garavani Virtual Museum an ultra-luxury online destination dedicated to showcasing over forty decades of the designer’s work, featuring over 5,000 images, 180 videos and virtual space that could be equated to 10,000 square meters of physical retail space. They emphasized that immersive 3D platforms provide the most powerful visual impact in digital media today and correspond to what luxury consumers are currently seeking which includes exceptional experiences online as well as ways to personalize, control and contribute to these experiences. They also revealed that immersive 3D technology can easily be used to create a website, virtual showroom or e-boutique as it has e-commerce applications. They may be adapted for all mobile platforms including smart phones and tablets with no diminishing factor on the visual impact on mobile phones. But the ultimate value for luxury brands is that this platform allows brands to glamorize their heritage and promote the engagement and ownership of the brand by the consumer, factors that have become imperative.