Luxury Online by Uché

A New Wave of Digital Luxury Emerges at the 2012 Club e-Luxe Breakfast Seminar

2012-01-19T11:11:00.000-08:00

Not too long ago, the luxury sector was widely and publicly derided for being a laggard in the adoption of digital media and innovation. Those days are all but forgotten, as references for best digital practices have been emerging from the luxury sector through noteworthy initiatives by luxury houses like Burberry, Louis Vuitton, Boucheron, Tiffany & Co and a host of others. A look at the vast array of information on the frequently updated online digital luxury magazine Web & Luxe is enough to confirm this. Luxe Corp has also recognized this “influx” of luxury in the digital space and demonstrated its commitment to reinforcing the dialogue between the luxury and technology sectors at the most recent Club e-Luxe Breakfast Seminar held on Thursday 12^th January 2012 at the Ritz Hotel Paris.

Focusing on “Enhancing the Luxury e-Reputation & e-Business” through key aspects of digital media including motion picture, multi-media, gaming media, mobile media, social media, customization media, tablet media and others, the event brought valuable insight to the latest innovations in relation to luxury.

Following its tradition “à la lettre”, the renowned Club e-Luxe Breakfast Seminar gathered some of the brightest minds and most radical innovators and digital visionaries to share their knowledge and innovations with an audience comprising of the most forward-thinking luxury brands. Led by Luxe Corp’s team of Luxury Business Analysts & Strategists, these leaders of innovation took the audience on a virtual journey through what can only be described as astute presentations and illuminating DEMOs.

Luxe Corp’s Uché Okonkwo introduced the event by giving a glimpse into what to expect from the presentations, DEMOs and debates; as well as Club e-Luxe’s traditional “Spotlights” and “Highlights”, when participants are spolit with highly-priced digital giveaways. Following this, the ultra-sensitive topic of Counterfeiting Luxury was addressed. Luxe Corp revealed that the internet has become the No.1 source of luxury counterfeit products; and showed that the internet could also be the No.1 channel for the fight against counterfeit luxury products. Luxury brands were challenged to be creative in sending the message of their stance against counterfeiting products through branded digital content.

Tre Azam, the CEO of Myndplay then introduced the power of interactive story telling through an innovation that marries digital technology with neuro-analysis. He surprised the audience by showing how a digital device could enable people control the actions in a movie through their thoughts. He revealed that using motion pictures and movies to tell the luxury brand story shouldn’t be a simple exercise of script, styling and action but should rather have engaging, entertaining and interactive dimensions that make the consumer part of the action. Tre took the audience through an exciting live DEMO in which a member of the audience volunteered to wear the Myndplay Brain Band which allows a two-way interaction between an ongoing movie and the viewer using EEG and Bluetooth. The volunteer participant was then able to participate in the movie through actions that included opening cans of drinks and chasing thieves down a street, simply by focusing and thinking. The audience was speechless in awe during this magical moment. If one word could describe this Presentation and DEMO it would be “awesome”.

Emmanuel Ducros, the CEO of Arscénique, the experts of interactive media and audio-visuals then took the stage and took the audience further into the world of virtual reality. He presented three technologies that enhance the luxury brand experience both virtually and physically. He showed touch-free gesture controlled displays that enable the public interact with interactive content on enhanced surfaces including store windows. The audience was able to watch video clips of people virtually tweaking and enlarging pre-recorded video clips by simply moving their hands, legs and bodies.

He also showed touch-free 3D depth gesture controlled displays which provide images and interactive content in 3D formats and allow people literally “go into” the content and become part of it. His inspiring live DEMOs, which were in the form of two custom-built multi-touch displays showed everything from how interactive content could turn simply transform into “engaging” and “entertaining content” as well as how consumers can be part of the process of brand experience. They included an interactive floor that reacts to gesture and touch, a multi-touch interactive table and a touch free display on a store window available 24hours 7 days a week so that consumers can interact with the brand even when the store is closed!

Emanuel Ducros emphasized that consumers recall brand messages and carry these messages forward in higher numbers following exposure to interactive marketing. He also demonstrated that interactive media contributes significantly to a higher probability of purchase as well as brand affiliation.

Malka Klutmann, Artistic Director of the renowned French fine jewellery brand Jaubalet then took the audience through the innovative concept of e-Customization of high jewellery, introduced by Jaubalet, which has changed the rules of fine jewellery design and retail forever. With digital media at the core of its strategy and offering, Jaubalet successfully built a luxury brand with a solid positioning and an enviable customer service platform, without any physical stores. Malks’s presentation and DEMO broke the perception that fine jewellery pieces are “sacred objects that may only be sold through sacred physical stores”. Her presentation included a live DEMO of the digital customization process of the brand on its website. This was followed by a Conversation around the success factors and challenges of the concept, where the intrigued audience was able to ask her related questions.

Daniel Robles of Hootsuite made the next presentation on how to manage the luxury e-reputation in the context of social media and interactive media communications. The current reality is that nearly all luxury brands have official presence on mainstream social media platforms like Facebook, Twitter and Youtube; but at the same time nearly the same number of luxury brands has no control of their online reputation. Daniel showed the audience how to monitor online conversations in order to best optimize both the brand’s visibility and reputation across social channels. Using Hootsuite’s unique social media monitor platform, Daniel showed the audience how to ensure that the chatter of social media doesn’t drown out the brand’s own story. He led the audience through a live DEMO that focused on control, measurement and security of the luxury e-reputation, through tracking and extracting the mass of data related to a brand and their competitors online. The DEMO also showed how brands may use engagement techniques to recruit key influencers and drive positive social ROI.

Graeme Harvey, the CEO of Huzutech then took the stage in an engaging presentation and DEMO on how to integrate the world of gaming in the digital luxury communications and experiences. He showed the value of Huzutech, which is a platform that enables luxury brands to build customized social games. Graeme revealed that there are more than 1 billion registered accounts on numerous virtual worlds and indicated that 2011 was the best year for social gaming to date. With social gaming expected to grow at more than 30% in 2012, it is time for luxury brands to pay attention to this digital domain. He showed several DEMOs of online games that indicate the key features and impact of different types of virtual world online games; and also answered the all-important question of whether luxury brands should be part of existing social games or create their own games. The audience was also encouraged to use the principles of social gaming to formulate more interactive branded content where the consumers will not only be entertained but will also be involved.

The final presentation was a Roundtable Discussion on the topic of “The Next Frontiers of Social media, Multi-media, Digital media and Gaming media in Luxury”. All the Speakers were invited to share their vision of how they foresee the near-term evolution of digital media in general and in particular in luxury. They first heighted that in digital terms, the future is calculated on the basis of months and not years, due to the rapid pace of evolution of technology.

The speakers also unanimously agreed that the convergence of technologies is inevitable in the future and that digital integration will be a byword for the future. This highly interactive session also featured a Q&A session with members of the audience; as well as an analysis of the future of technology based on this inspiring video by Corning.

Following the series of illuminating presentations and DEMOs by inspiring speakers, Luxe Corp took the audience into its traditional Spotlights and Highlights which featured four Raffle Draws in which 4 lucky participants won highly priced products from HP and Parrot.

In addition each participant received a Gift Bag containing luxury products from Luxe Corp’s Living Emotions series and an innovative digital gadget offered to all participants by Metronic.

The next Club e-Luxe event will be the Club e-Luxe International Summit to be held on 6th June 2012 at the Ritz Hotel, Paris and will focus on the theme of E-commerce, F-commerce and M-commerce. The event will gather digital experts to share the latest innovations and technologies with luxury brands as well as offer insight and solutions for the most challenging related issues facing the industry.

To stay connected with Club e-Luxe, visit the Luxe Corp website: www.luxe-corp.com

To download this Synopsis in PDF click here

2012!

2012-01-03T05:10:00.000-08:00

Here is wishing you an excellent and rewarding 2012. Looking forwarding to shring all things luxury + digital with you! Thank you for your continuous support.

Luxury Online on Author's Muse

2011-10-22T15:12:00.000-07:00

A few weeks ago, I received one of those rare phone calls that have nothing to do with a deadline, emergency, client problem or a similar pressing issue that currently punctuates my life as a Luxury Consultant. It was a pleasant call from the Founder of Author’s Muse, who had read my book Luxury Online and found it interesting enough to want to feature it on her inspiring website. I was pleasantly surprised because in my digitally-accented life, I have somehow unconsciously concluded that people don’t read books anymore – at least on paper-, except they’re preparing for an exam or on a long flight or stuck in an airport or the like. I was thrilled to find out that she has not only read my book but actually all of its 352 pages! (I have much respect for people that read books this long)

During our chat, I became increasingly impressed by her passion for books and undeniable interest in vast subject areas. It not only fired my desire for knowledge and but also much respect for her boldness in stepping into the unpopular territory of “books” in an age where people prefer to stay informed through short text messages and coded language sent via digital media.

Click here to read the interview on Author’s Muse and while you’re on the website, check out the stimulating interviews of several other Authors. You never know from where your next inspiration will emerge... Ciao.

12.01.2012 - Club e-Luxe Breakfast Seminar

2011-07-26T07:03:00.000-07:00

The next Club e-Luxe event, (the annual Breakfast Seminar) has been announced by Luxe Corp and the golden date is 12.01.2012!

Following Club e-Luxe's tradition of the last five years, the Breakfast Seminar will gather some of the sharpest and innovative minds in the luxury industry to provide them access to the latest developments in digital luxury. This edition has a particularly exciting dimension as it will introduce the strategies, applications, tools, systems and approaches that have currently qualified "Multi-Media" to preface "Luxury" as a business term. Its annexes such as tablet technologies, social media, digital media, customization technologies and counterfeiting in the digital context will all be dissected through Presentations, DEMOs, Debates, Q&A sessions and networking.

Save the date and stay tuned for more information! In the meantime, you may read the Synopsis of the last Club e-Luxe event, the annual International Summit held last May 31st at the Ritz Hotel Paris.

Luxury Clients Change the Digital Luxury Game at the Club e-Luxe Summit

2011-07-06T16:37:00.000-07:00

“The Luxury Cyber-Resident”. This was the theme chosen by Luxe Corp for the 5th edition of its now renowned Club e-Luxe International Summit, held on Tuesday 31st May at the Ritz Hotel, Paris.

In its now familiar tradition of marrying luxury with the latest offerings from digital media, new technologies and innovation, Club e-Luxe once again gathered some of the brightest digital innovators, conceptors, inventors, developers and thinkers of our times to provide luxury brands with an entrée into the “now and here” of digital media and innovation today.

Through a full-day packed with presentations, debates, conversations, DEMOs and workshops, peppered by “Spotlights” like raffle draws; and “Highlights” like gifts galore, not to forget the three-course lunch and cocktail party, the Club e-Luxe summit raised the bar for digital luxury excellence once again.

Though connected by a central theme, the topics and their impact were far-ranging, from Optical Illusions and Virtual Reality DEMOs to, 3-D Movie Making techniques, Olfactive Technology presentations, Virtual World simulations, Social Media metrics, Consumer Psychoanalysis in key markets (Europe, North America, China, Brazil and Latin America), Liquid Fabric technology, E-commerce applets, Branded Content techniques and so much more! It was one of those days that could qualify as “full immersive days”.

Luxe Corp began by giving an overview of the ‘real’ cyber-resident and their current post economic and social crisis psyche, as well as how digital media has permeated every fabric if their lives and is re-shaping their expectations from luxury brands, both online and offline. Then Electronic Shadow, blew the audience away by showing how technology could transform physical spaces into immersive environments through optical illusions, virtual reality and the fusion of conception and perception. The audience understood how digital technology could turn a physical setting in Paris into anything from New York’s Fifth Avenue to Brazil’s Amazon forest in a matter of a few clicks and a few seconds. Above all the associated sensory experience could be completely “distance-protocolled” from the web. Talk of magic! This is not for the faint hearted.

Electronic Shadow also showed another dimension of virtual reality, which enables people or brands define their personalities and then transform into a shape to be admired on the screen or to be printed on paper or as a crystal object from a 3D printer. Yes, it means that you will be able to hold the inner you in your hands or place it in your home as an “object d’art” or even wear it as a pendant around your next. Who says technology is not fun?

Following Electronic Shadow was Magic Lab, the experts of 3D movies and animations. They showed the magic of movie making in the context of 3D and computer graphics generation and rendering. Through video clips and narratives of the “ground work” in movie-making, from concept development to storyboards creation, dialogue, animatic, shooting, animatic, modelling, texturing, shading, lighting, rendering, composing, music and sound effects, the audience was able to get an insider eye in the magic of movies.

Miim the Fashion Robot is Back to Paris!

2011-06-24T09:52:00.000-07:00

Some of you may remember a post I made in November 2009 where I mentioned my “friend” Miim, the Japanese human-like robot, created by AIST Japan. As one of the most advanced Humanoid Robots around and the world’s first fashion robot, Miim not only talks, walks, claps, waves, smiles, frowns, sings, exercises and even dee jays, she can also hold her own in a press conference! I first came across Miim after she just made one of her first appearances in Japan, and was catapulted into the world of possibilities that she could bring to a fashion or luxury brand in both creativity and business. I imagined a world of luxury retail where Miim and her “sisters” could animate stores through product displays and entertainment and infuse life into store windows through interactive exchanges with pedestrians. I imagined Miim on the runway as a model and entertainer, bringing a new dimension to the defile. I even imagined Miim in the design studio as the “perfect” model, doing everything from fitting to tidying and assisting. The beauty of Miim is that she can do anything you want, because she is a moving computer. You only need to program her!

One of Miim’s creators honoured our invitation to speak at last year’s Club e-Luxe International Summit held on 4th June 2010 at the Ritz Hotel Paris, where we saw even more of the seemingly endless possibilities of how this human-like robot could bring freshness and excitement to a luxury brand. My eyes nearly popped out after that presentation.

Today, Miim is back to Paris and this time she is dancing her way through town! You can view her at the Japan Creative Café stand at the ongoing “Futur en Seine” innovation festival until Sunday 26th June. She has two dancing sessions per day between 10am and 6pm and I assure you that you won’t be the same after this experience! Rendez-vous at : Le Cent Quatre, 104 rue d'Aubervilliers / 5 rue Curial, 75019 Paris.

Enjoy, while keeping an eye out for the Synopsis of the latest Club e-Luxe Summit held last Tuesday 31st May at the Ritz Hotel Paris.

Talking Digital Luxury

2011-06-07T08:12:00.000-07:00

Last Friday, we were delighted to see Club e-Luxe featured in France 24's "Live From Paris" morning show, where Jessica Michault spoke enthusiastically about innovation in fashion and luxury. Two of the digital luxury innovations that were presented and DEMO'ed at the Club e-Luxe International Summit held on Tuesday 31st May 2011 at the Ritz Hotel were shown as illustrations of how technology is changing the landscape of luxury.

Keep an eye on this page for the full synopsis of the event. In the meantime, enjoy the video!

#eluxe

2011-06-03T09:14:00.000-07:00

It's been a very busy but highly eventful and productive few weeks! One of the results of this "high season" is a highly successful 5th Edition of the Club e-Luxe International Summit held last Tuesday 31st May 2011 at the Ritz Hotel Paris. Luxe Corp welcomed digital luxury executives from major and emerging luxury companies as well as thousands of virtual participants via Twitter. If you missed any part of the show, you still have a chance to get a glimpse through reading the conversation via Twitter by following Luxe Corp @Luxecorp or linking to #eluxe, @webandluxe, @buzz2luxe and @theluxechronicles.

Also keep a date with this page in a few days when the full Synopsis will be published.

Luxe Corp's Luxury

2011-04-06T06:33:00.000-07:00

Our luxury is not about acquisition but about pleasure

Our luxury is not about quantity but about experiences

Our luxury is not about logic but about passion

Our luxury is not rigid but creative

Our luxury is not egoistic but responsible

Our luxury is not taught but is lived

Our luxury is not selfish but selfless

Our luxury doesn't need to be defined but expressed

Our luxury is a philosophy, a culture and a belief

Visit the new website at www.luxe-corp.com for more on Luxe Corp's luxury

Winner!

2011-04-01T10:46:00.000-07:00

Hannelore Nuijens!

Has become the lucky winner of a "Love" evening clutch bag designed by Sylvia Toledano, on the occassion of Luxe Corp's website relaunch competition. Selected in a raffle-draw from numerous entries, the London-based winner will be officially presented with the prize, worth €1,000 by the executive committee of Luxe Corp. Congratulations Hannelore!

Luxury Freebie (yes, really)

2011-03-24T10:34:00.000-07:00

We all love receiving freebies every once in a while (okay, maybe more than once in a while), and if it's a luxury freebie, that's even more exciting. If there is also an occasion to celebrate, all the better.

It is in line with this spirit of sharing that Luxe Corp has decided to give away a glam evening clutch 'minaudière' by celebrated French designer Sylvia Toledano, to mark the re-launch of its corporate website on 30th March 2011. To participate in the competition and challenge your lucky star, click here or on the image above and follow the instructions. Bonne chance!

The Cyber-Resident Takes Center Stage at Club e-Luxe

2011-03-21T02:19:00.000-07:00

Click here for more information

I don't know if anyone remembers this but in 2006, TIME Magazine’s choice of its annual “Person of the Year” was “You”, the online user. Four years later in 2010, the magazine chose the Founder of Facebook as its “Personality of the Year”, following earlier nominations of world leaders, reformers and personalities that have shaped the world and influenced the course of humanity.

Click here for more information

What does this mean in today’s online and offline worlds? Definite change!

It means that the online user otherwise known as the “Cyber-Resident” has emerged to be one of the key influencers of our world today. It also means that the state of the digital economy resounds in every aspect of the cyber-resident’s existence in both the physical and virtual worlds. In short, the online user has become the winner of the world wide web, particularly in the context of the vastly connected social web.

Click here for more information

It means that the online user otherwise known as the “Cyber-Resident” has emerged to be one of the key influencers of our world today. It also means that the state of the digital economy resounds in every aspect of the cyber-resident’s existence in both the physical and virtual worlds. In short, the online user has become the winner of the world wide web, particularly in the context of the vastly connected social web.

This also means a lot for the luxury sector. But luxury needs to get its homework straight.

Photo taken at the Club e-Luxe Breakfast Seminar, 13th January 2011, The Ritz Hotel Paris

First, luxury has to take time to understand this audience, luxury must dig deep into their psyche and know what moves them and what makes them tick. In short, luxury must get into their skin and walk around it and feel the very beat of their emotions, psychology and actions online.

In addition, luxury must also master the tools that enhance their cyber-world and use these to delight them while ensuring that their evolution is respected. Luxury must also feed them through branded content and engage them through exceptional services and offerings. Then luxury must continue to evolve in order to lead them online as well as offline.

Photo taken at the Club e-Luxe Breakfast Seminar, 13th January 2011, The Ritz Hotel Paris

This sounds like a lot of work. Can luxury rise up to this challenge? Well, I personally think so, but there are steps (perhaps strides) to be taken before luxury can get there. These challenges will be dissected by practicing experts at the 5th edition of the Club e-Luxe International Summit to take place on Tuesday 31st May 2011 at the Ritz Hotel Paris. To find out more, click here.

Here Comes HP's Wireless Pack!

2011-03-05T07:00:00.000-08:00

As every tech and digital buff already knows, HP recently announced the launch of its tablet PC, aptly named the Touchpad and two smart phones, the Pre 3 deviced for work and life and its baby sister, the Veer, created for interactivity and experience.

In addition to the integration of the much talked about webOS intuitive system that powers all the three devices, they all have excellent navigation and multi-tasking features. For example the Pre 3 and Veer phones enable the viewing of multiple web and doc pages that can be alternated via simple light swipes of the finger. It's intuitive "Just Type" system is capable of pulling up a selection from the phone's contents including apps, messages, address book etc just by typing a word randomly. Above all, the data sync function is excellent. Content can be shared, transferred and experienced from one device to another by simply tapping them together. In other words you can begin watching a video on the phone and continue watching it on the Touchpad without interruption, by tapping them together. Does this call to mind a certain movie called Minority Report? It looks like future is here.

HP's Fashion Laptop Clutch designed by Vivienne Tam

The look and feel doesn't disappoint either. The pure and fine form of all three devices calls to mind objects that could perfectly fit in a contemporary art gallery. This is hardly surprising if we recall HP's delectable fashion laptop clutch series created in collaboration with Vivienne Tam, that marked the entrance of tech products on fashion runways. This is what excites me about technology - its multiple possibilities for exceptional experiences.

So while anticipating the launch of the Touchpad, the Pre 3 and the Veer this spring, I can't help thinking that the James Bond girl experience isn't that far off. The HP trio will be previewed and experienced at the 5th Club e-Luxe International Summit to take place on 31st May 2011 at the Ritz Hotel Paris. More info will follow shortly.

Biometric Dunhill

2011-02-14T14:44:00.000-08:00

Digital luxury has made yet another forward stride, this time with the launch of Dunhill's biometric wallet, one of the first digital (physical) products to make its way into mainstream luxury and fashion. With the exception of a few and far between examples like the Louis Vuitton Soundwalk and the much discussed but yet-to-be seen digital diary rumoured to be in development by Hermès in 2009, the luxury and fashion segments' recent romance with digital media hasn't gone much beyond frantic Twitter and Facebook activities and most recently short movies, most of which are yet to reach high quotient rates in their conception, direction and entertainment (but this is another story for another day).

This introduction of a digitaly-powered "real" product drawn from an existing product portfolio and subsequently re-intergrated as part of the product vocabulary of a luxury brand is a first by all standards in luxury fashion.

Borderless Luxury at Club e-Luxe (Part 2)

2011-02-03T02:58:00.000-08:00

The relationship between luxury and technology reminds me of a story I once read about two neighbours who famously disliked each other, only to find out several years later that they were half-sisters.

As everyone who is linked to both tech and luxury knows, the rapport between these two "neighbours" is peppered by friction to say the least. As mentioned in earlier posts and also in Luxury Online, luxury for a long time observed technology and digital media from a suspicious distance before eventually joining the digital gig. Despite this, luxury and technology still don't speak the same language and the dialogue remains challenging and almost non-existent. This is the "gap" that Luxe Corp strives to fill through Club e-Luxe; and the advancement of this dialogue between luxury brands (Chanel, Gucci, Boucheron, RémyMartin, Lanvin etc) and technology companies (Microsoft, Cisco Systems etc) was very much evident at the last Club e-Luxe Breakfast Seminar held on 13th January 2011 at the Ritz Hotel, Paris.

As mentioned in the first part of this post, the theme of the event was Borderless Luxury with an emphasis on integrating interactivity in the luxury retail experience (both online and offline). The event brought together key players of both the luxury and tech worlds to dissect how luxury brands could benefit from several groundbreaking tools, applications and techniques that defines today's digital landscape.

The Vice President of Cisco Systems who flew in from California for the event, took the audience on an immersive journey of how Cisco's Borderless Networks could work magic across the entire value chain of a luxury business, from retail to client services, communications, operations, logistics, production and cross channel multi-media marketing. Microsoft's Global Digital Director gave an eye-opening presentation and DEMO of the power of Cloud Computing and its value as a multi-media tool particularly the across the tri-channels of offline, online and mobile. Its extended benefits through 3D (think of the movie Avatar, which Microsoft helped to develop by the way) were also explained and luxury brands were able to understand how these core technologies could be integrated within their operations.

Chanel Charms with Digital Brand Content

2011-01-27T01:50:00.000-08:00

According to recent echoes in the luxury sphere, video is the new print in luxury communications. If this is the case, then digital media should be the new glossy magazine, right? It looks like this general consensus that print is dying and multi-media is rising is leading to the emergence of creative and "balanced" digital branded content from luxury brands such as the one from Chanel in the clip above.

Since videos have joined the league of the most viral web contents (it is estimated that an impressive 182 million people create video content regularly for the web anually) and media channels like Youtube and Vimeo have become search engines in themselves (Youtube is currently the #2 search engine on the web), it only makes sense for luxury to channel its creative forces towards this medium.

But what makes a good branded film, animation or movie?

Cisco Fever!

2011-01-26T07:36:00.000-08:00

Have you ever passed by a beautifully displayed window of a fashion boutique and was tempted to walk in and try on as many of the outfits as possible, only that you knew this would take precious hours that you couldn't afford? But this probably didn't stop you from wishing that some magic wand could give you supernatural powers to make clothes appear on your body with the blink of an eye. If only dreams could come true... Well, now it looks like they can, with Cisco's borderless innovation tool.

A Warm Thanks

2011-01-23T14:38:00.000-08:00

Although the notice was short, and despite it being a Friday night with a temperature of below 0°C, many of you braved it to the London Business School to share my passion for digital luxury and to celebrate Luxury Online. I thank you immensly for your interest in the book and support for my work!

London for Luxury Online!

2011-01-20T02:24:00.000-08:00

Dear Readers and fellow digital enthusiasts,

Luxury Online's official presentation is coming to London! Join us at the London Business School's prestigious Regent's Park campus on Friday 21st January 2011 to celebrate the book's success and to explore the present and future of digital luxury over champagne and canapés, and who knows, you could be the winner of the raffle prize, a surprise from a French luxury brand!

Another year, another decade...

2010-12-31T13:16:00.000-08:00

Another year...

Another decade...

Another horizon...

Wishing you bliss in 2011

Luxury goes Borderless with Club e-Luxe

2010-12-08T04:16:00.000-08:00

Click here to learn more

Anyone who has been closely following the exciting digital strides of the last few years will agree that digital media has more to offer luxury today than ever. In the twenty odd years of the arrival of the World Wide Web as we know it today, a new world has emerged and the luxury sector has been awakened to the reality of finding a place for itself in this new setting. Have luxury brands been playing the digital ball? And how good are they at the game? We could come back to this story in the future but one thing that we have to acknowledge in the meantime is that the luxury sector has awakened to the reality of digital media, innovation and new technologies. The digital "sommeil" is over in luxury land. Hurrray!

There are several examples to illustrate this, starting from the social media breakthrugh by Burberry to Gucci's virtual reality fashion show live stream, Louis Vuitton's 360° fashion fiesta, Boucheron's augmented reality experience and Ralph Lauren's recent 4D extravaganza, not to forget the prolific use of Twitter, Facebook, Youtube, Vimeo and Flickr that several luxury houses have ato drive the brand message forward.

Taking Burberry Digital by Angela Ahrendts

2010-11-06T06:21:00.000-07:00

It is no longer news that Burberry is one of the few major luxury fashion brands that have embraced the internet and digital media in recent years. Through its Art of the Trench social media website launched in 2009, the brand demonstrated its dedication to using digital and multi-media to drive its brand experience, while at the same time setting a precedent for the rest of the industry.

Boucheron Brings Augmented Reality to Luxury

2010-11-04T15:05:00.000-07:00

Luxury made yet another bold stride into the world of digital media with the introduction of the augmented reality application by French luxury jewellery brand Boucheron aptly named "My Boucheron".
Read more »

Thank you!

2010-10-27T12:12:00.000-07:00

A big, warm "Thank You!" to all the lovely people that attended the official presentation and cocktail party of Luxury Online in Paris. I was moved by your interest in the book and touched by your support for my work. There were so many of you and although I didn't get a chance to personally say thanks to everyone, I appreciate your presence. Hoping that you will enjoy reading the book and that it will add some value to you.

Paris Calling - Luxury Online Book Launch

2010-09-22T02:12:00.000-07:00

Dear Readers,

I'm pleased to invite you to the official presentation of Luxury Online in Paris!

Join us on Tuesday 5th October to celebrate the book's success (I've been told...) and to share our passion for digital luxury around champagne and chic clicks. Who knows, you could be the lucky winner of the HP Digital Clutch laptop designed by Vivienne Tam, that will be given away in a Raffle Draw!

Holograms, Fashion Robots, Digital Scents, Virtual Mirrors, Neuromarketing and everything in between

2010-08-31T05:27:00.000-07:00

At the recent Club e-Luxe International Summit hosted by Luxe Corp on 3rd June at the Ritz Hotel Paris, luxury brands showed the kind of enthusiasm towards technology, innovation and interactive media that is indeed rare in the industry. It may have been the excitement of being in the midst of fashion holograms (or the fact that the holograms made a show of dressing up live in the latest fashions) or the stimulation of spending the day with some of the world's most respected innovation and technology experts, including the inventor of the fashion Robot (who flew in from Japan), the most renowned Neuro Sceintist (who flew in from California), the creator of the Hunch Engine (from Boston), the inventor of the Online Makeover tool (again from California), the inventor of the Digital Scent, based in Paris, Holographics experts from France and Scandinavia, Virtual Shopping experts from Germany, Augmented Reality experts from Switzerland, Mobile Technology experts from the UK and key opinion leaders in both the luxury and technology sectors from France, the US and all over Europe.

As diverse as their backgrounds were, they seemed to be united by a shared passion for innovation through technology and how luxury could benefit from its transformatory powers.

Back

2010-08-01T15:59:00.000-07:00

A few weeks away from blogging really feels like one century! My unexpected break, which came out of necessity rather than choice, revealed to me that writing a blog needs dedication and sacrifice - two qualities widely preached but not as widely practiced... I beg to stop here.

I am back to blogging about luxury, technology, digital media, innovation and everything that contributes to making them attractive. And this time, it is for the good, the bad and the ugly, if luxury can permit...

Since my last post, the luxury online world has been agog with exciting activities. The book Luxury Online has been featured in several publications including an article in last week's The Economist and has also been presented at events including the Club e-Luxe Summit held last 3rd June at the Paris Ritz.

I will be bringing you these updates shortly. In the meantime, wherever you may be this summer, enjoy the sunny days, blue skies and warm smiles, as I am doing...

Going, Going, Going to Geneva!

2010-04-22T04:42:00.000-07:00

Dear readers, I'm pleased to inform you that Luxury Online will be officially presented to the luxury community of both professionals and clients on Tuesday 11th May in Geneva. The event is kindly co-hosted by Fabergé and the Haute Ecole d'Art et de Design Genève (the Geneva University of Art & Design) and will feature a short presentation & seminar followed by a champagne cocktail reception at the remarkable and ultra luxurious Fabergé flagship boutique (which by the way deserves a design award in my opinion).

In between champagne and canapés, I'll be signing the book together with Mark Dunhill, CEO of Fabergé, who was kind enough to write the Foreword, inspite of his busy schedule.

Click on the invitation at the top for more information and if you wish to attend, simply send an email to the address indicated. While we will be pleased to welcome everyone who emails, please keep in mind that places are limited but I encourage you to write as soon as possible to avoid being disappointed.

This is the first of several of events for the book, so keep an eye on this blog for announcements of other events to take place in Paris, London, Milan, NYC, Miami and other locations. See you and ciao ciao!

Innovation Calls!

2010-03-30T14:38:00.000-07:00

Click here to learn more

Once upon a time, the keywords in luxury retail were "location, location, location". This was the era when gigantic retail cathedrals in the form of luxury stores were perceived as the key to the success of a luxury brand. Then the internet came along and everything changed. This new digital medium brought opportunities for luxury brands in e-retail, e-communications, digital and social media, online client management, brand awareness and image enhancement and several other forms of interaction. Today, several luxury brands have adopted the internet on different levels and degrees and some are already reaping its benefits.

Yet the majority of luxury brands view the internet as a separate channel that is mutually exclusive to the real world. Until now, the general consensus in luxury land has been that the digital world exists in isolation to the physical world and that the strategies and approaches applied online should be only for the internet. How wrong!

The second misconception is that technology and innovation in luxury begins and ends with the internet. Again, how wrong! In reality, technology and innovation offer the luxury sector immeasurable opportunities both online and offline. For example, developments and breakthroughs in Artificial Intelligence, Applied Technologies, Virtual Reality and Neuromarketing all offer avenues to take digital media and technology powered innovation to the real world. From retail to merchandizing, window displays, dressing rooms, social shopping, virtual dressing, mobile interactivity, product extensions and hunch engines, technology offers luxury endless possibilities to innovate through integrating the real with the virtual worlds.

How this can be achieved is a different story. For this reason, Club e-Luxe has made Innovation the topic of its next annual International Summit, to take place on 3rd June 2010 at the Ritz Hotel, Paris. The event will gather practicing luxury e-business experts, innovators, inventors and conceptors to present and analyze the key aspects of technology and innovation and their place in the luxury business of today, both online and offline. To find out more and to learn how to participate, click here.

Luxury Online - Styles, Systems, Strategies will also be presented during this event with a book signing slated for the closing cocktail reception at the Ritz Paris private gardens. Looking forward to it!

Luxury Online in the FT!

2010-03-24T02:25:00.000-07:00

Last Friday 19th March, the Financial Times ran a very interesting and illuminating special feature on luxury jewellery and watches which gave insights into how this sub-segment has weathered the recent economic down-turn and how it continues to evolve in new markets and new business environments particularly online. I was really honoured that my book Luxury Online was mentioned in one of the articles as a reference for the evolution of luxury jewellery and watches in the new digital context.

Thanks FT!

As indicated in a previous post, the book's Foreword was written by Fabergé's CEO Mark Dunhill, who is currently taking Fabergé through a revolutionary relaunch in which digital media is playing a pivotal role.

To read the article keep an eye on the Press section on the right.

Luxury Online goes on Air!

2010-03-13T14:30:00.000-08:00

A few days ago, I was honoured with an invitation to present Luxury Online and speak about the evolution of luxury and fashion brands online, by France 24, the twenty-four hour French TV station (considered to be the CNN equivalent of the Francophone world, although fully produced in English and French). Aired as part of the morning Business news anchored by Douglas Herbert, the programme explored the different ways the internet is shaping consumers and their shopping habits and how luxury brands are reacting by using the digital media and all kinds of tech tools. I enjoyed speaking about the recent movement towards the live streaming of fashion shows and all the exciting initiatives on the social web, and of course the contents of the book! Click here to watch a video extract of the show.

At Last!

2010-03-05T06:33:00.000-08:00

Luxury Online - Styles, Strategies, Systems, the book that I wrote out of passion for both luxury and technology has finally hit the stores worldwide today!

Am I excited? Yes. Am I relieved? You bet. Am I anxious about the public's reaction to the book? Oh la la, I have butterflies flying around in my stomach!

But more than anything, I am grateful to the many people that around the world who have patiently waited for the book to arrive at bookstores, despite the publication date being postponed. I will also like to thank the press, journalists, bloggers and all those that have been reading this blog and following the book on Twitter and others who picked interest in the book and wrote about it before its publication. Thank you so much. I hope the rest of the people will be kind enough in their reviews.

I know that this is not an official acknowledgement but I'll also like to once again thank all the luxury brands, media companies, bloggers and everyone else who gave me the authorisation to reproduce their images and screen shots in the book (there are over 250 images and illustrations). Thanks for your trust!

Writing Luxury Online was a real pleasure for me. I enjoyed the process so much that I re-wrote the manuscript three times! And now I guess I have to get out and begin the book tour.

Over the next few months, the book will be launched in Paris, Milan, London, Geneva, New York, Las Vegas, Miami, Shanghai, Hong Kong, Tokyo, Kuala Lumpur, Sao Paolo and other locations. So keep an eye on this blog and on Twitter for updates.

Ciao ciao.

Quoting Hedi Slimane... And Still Counting

2010-02-27T10:12:00.000-08:00

''The web magazine will come way before the print magazine in the next decade. I don't see any way around it, really. With the rise of the Internet, fashion did become a part of the global entertainment industry in the last ten years, and will follow the digital evolution of the music and film industries''

These are the words of Photographer and Fashion Designer Hedi Slimane when Style.com asked his opinion on whether digital media will replace print media. Strong words, sharp opinions and forward-thinking insights that are particularly relevant even as major luxury brands like Gucci and Burberry focus on live streaming and live commentry on their runway shows this season. Read the rest of the interview here.

And yes, we're still counting....

Still Counting... In the Meantime...

2010-02-24T14:15:00.000-08:00

Is she you? Are you her? Do you equal her? Does she equal you? Who is she? Who am I? Who are we?

Endless questions. No answers. Well, join the ride with the curious and pray that you have the right question before March 8th.

And the countdown continues still...

Still Counting... Stream me One more Time

2010-02-21T06:06:00.000-08:00

The just concluded New York Fashion Week brought about some revelations that are bigger than the collections on show on the runways. In addition to the mostly beautiful (although somewhat sensible and predictable) collections from the likes of Marc Jacobs, Oscar de la Renta, Diane Von Furstenberg and Marchesa, this week can be described as the week in which the digital revolution imprint was sealed in fashion and luxury.

Although the fashion industry has warmed up to the social media in the recent past and have been particularly showing signs of its love for platforms like Twitter, Facebook and Youtube, this fashion week brought about an extension of the romance in the form of Live Streaming. Marc Jacobs, Calvin Klein, Michael Kors, Tommy Hilfiger, Rodarte and Alexander Wang, to name just a few designers made Live Streaming their keyword this season, bringing their shows live to thousands of clients and fans around the world in real time. Others like Diane Von Furstenburg, Rachel Roy and Isaac Mizrahi used Facebook and blogs to update fans with videos and images of both the front and back stages. Proenza Schouler even took this to a higher level by integrating a ''selling dimension'' in the live stream where clients could click and pre-order directly from the runway as the model still walked the runway, literally.

This openess to the influence of technology and digital media really calls for applause, although some would argue that fashion is a late adopter and other industries have been using new media in similar ways for years. I don't mean that the fashion industry should be applauded for learning how to use Twitter and Facebook, but I mean that commendation should be given to fashion designers for the courage they have shown in casting away the several inhibitions the industry encourages, and for rising to the challenge of embracing change in the form of new media. Diane Von Furstenberg was right when she said that, ''Ignoring the internet is total madness.'' Well, let's hope that the forthcoming Milan and Paris Fashion Weeks will uphold this anti-madness stance.

The countdown to Luxury Online's publication continues...

Still Counting: Hmmm... Smells like my phone

2010-02-16T04:26:00.000-08:00

It looks like the future of mobile technology is already here. Nokia has come up with a mobile communications device called the Scentsory, which promises to allow us to communicate on a multi-sensory level through all of the human senses including the sense of smell! Intrigued? What until you hear this. Scentsory is able to detect and emit smells and best of all, it can influence the mood of the user through affecting the ambience of their immediate surroundings by radiating colours, lighting and temperatures from the caller's environment. Plus it comes in a cool design form that is both portable and foldable. Looks like Nokia is out to give Apple a run for their money.

Possibilities for virtual scent in luuxry will be dissected at the next Club e-Luxe International Summit to be held on 3rd June at the Ritz Hotel, Paris. Find out more here.

And the countdown to Luxury Online's worldwide release continues...

Counting, counting, counting... and still on Alexander

2010-02-14T17:07:00.000-08:00

Click to watch

As Suzy Menkes wrote in her tribute article to our beloved Alexander McQueen, he was one of the first to embrace technology and digital media with vigor and this showed in several facets of his work, including his runway shows which were often journeys into imaginary technolands. In 2006 when most luxury brands were still struggling with the question, "what next?" following the launch of their websites and e-boutiques, Alexander McQueen was already several steps ahead and thinking in terms of virtual reality through 3-D visual imaging techniques. His projection of a holographic image of Kate Moss during his autumn-winter 2006 fashion show was a demonstration of raw vision and was described by Vogue as techno-magic. Alexander McQueen in many ways paved the way for technology in luxury even as luxury brands are just beginning to grasp the meaning and opportunities of Virtual Reality.

Speaking of virtual reality, hologram imaging for luxury will also be presented at the next Club e-Luxe International Summit to be held on 3rd June in Paris. Take a peek into the topic areas by clicking here.

Continuing the Countdown...Eye See You, Eye Feel You

2010-02-13T18:39:00.000-08:00

As the countdown to the global release of Luxury Online continues, I'll like to share yet another tech revolution that will be with us sooner than later. It comes in the form of an electronic or bionic contact lense that promise to do enable the manipulation of visuals just like digital tools and applications. That means being able to zoom in on distant images without binoculars, having razor sharp vision at night and in dark settings while generally improving your vision and also monitoring your health. How would this work? The scientists who came up with this technology say that they're able to embed digital wireless displays and electronic crcuits in a standard looking contact lens and when we put this on, magical things begin to happen, literally. Sounds like science fiction? Well, watch the video here and you could change your mind.

Dear Alexander...

2010-02-11T11:41:00.000-08:00

Dear Alexander,

Today, I learnt of your demise with shock, like thousands of people around the world. With a head full of questions and eyes on the brim of releasing a torrent of tears, I try to understand why.

Like many people connected with the worlds of fashion and luxury, I knew you, not only through your work which was a constant trailblazing movement in originality but also as a person, a warm and sincere human being dedicated to his craft, beliefs and to serving those around him. For the respect I have for you, I am interrupting the countdown for the release of my forthcoming book, Luxury Online simply to say "Thank You" for the gift of creativity that you brought to fashion and for sharing your talent with the world.

When I wrote about your fashion show last October, it was out of admiration and respect for your consistent innovation and originality,which I didn't hesitate to share with the world.

So inspite of what others may say or write, I just want to say Thank you.

Still Counting Down... Anyone for Chips in the Meantime?

2010-02-10T12:18:00.000-08:00

Click to watch

Ever thought of doing something just by thinking of it? Ever wondered if your thoughts can come to life and transform into actions without your moving a limb? It looks like the days of wondering are over as it's now been proven that our thoughts can indeed directly control our actions through micro-chip implants (the Braingate) in the brain. Incase you're wondering if this is the latest sci-fi movie plot, click on the link above and see the Braingate in action.

Afterwards you might as well sit back, relax and think away...

Counting Down, Counting Up....

2010-02-09T11:07:00.000-08:00

Someone said that young people are now more concerned about having Facebook accounts than email addresses. A look at the Global Web Index, which measures just how much people are involved in the Social Media tells us just how true this statement is. The digital social revolution is well underway.

By the way, this is not the D-day of Luxury Online's publication. Soon... very soon... It's worth it to keep eyes and ears wide open.

The Countdown continues....

2010-02-08T04:43:00.000-08:00

Click to play

As the countdown to Luxury Online's worldwide publication continues, here is a little video piece to take your minds off the current crisis and of course to give you a glimpse of things to come.

Counting Down and Counting In...

2010-02-07T05:32:00.000-08:00

As the countdown to the release of Luxury Online continues, I'll like to share another counter with you called the Gary Hayes Social Media Counts, an online app that counts the activities on the social media in real time. Resembling an active meter or a hyper-active screen that can be found anywhere from an airport to the stock exchange, the counter updates several aspects of the social web by the second- new blog posts, new fans added on Facebook, videos watched on Youtube, tweets sent on Twitter, iPhone apps downloaded and lots more! It certainly gives a glimpse into the exponential growth and influence of the social web. Real cool stuff.

The Countdown Begins!

2010-02-06T04:41:00.000-08:00

Luxury Online, the book many have told me that they can't wait to read (and the reason why I started this blog in the first place) will be out this month! Yes, I can't believe it myself but the worldwide publication date is looming. And I'm beginning to fidget as I wonder what the reaction to the book will be. Will people like it? Will it be well received by the luxury community? Will critics embrace it or trash it? Oh la la, I have butterflies in my stomach already...

Anyhow, I'm pleased that I finally have an answer for all the people that have been patiently emailing, calling and asking for the day "the bloody book will be available for purchase" (excuse me for the language).

It's sooner than expected... and in the meantime I'll be bringing frequent countdown notes so come back tomorrow and the day after and the day after... It could be any day now.

The surprise announcement is coming...

An Apple is always welcome

2010-01-31T14:03:00.000-08:00

January is the month of new beginnings, a time for positive anticipation and the birth of hope. Naturally it's a good time to launch a new product, or should I say a revolution that promises to change lives and cultures. Apple chose this month (the 27th precisely) to bring the iPad to the world. This multi-media tablet-like device that Steve Jobs described as a ''magical object that is a bridge between the laptop and the smartphone'' is set to change the way we interact with the internet and everything digital.

At just 0.5 inches thick and at 0.7kg, the iPad's multi-touch screen display functions with the support of 1GHz Apple A4 chip and has up to 64GB flash memory. Plus it has 10 hours battery life, necessary for the multiple apps (actually over 140,000) and multi-media content that range from videos to music and all you can find in between. And at the not-so-bitter price of $499.

It is said that magic sometimes comes in small sizes, well let's see if the iPad will live up to it.

By the way, Apple is featured in Luxury Online as this brand has quite a few pointers to give classic luxury brands in the online world.

Virtual Reality - Fabergé and Couture Lab Move from Net to Street

2010-01-26T12:22:00.000-08:00

The private salon area of Fabergé's recently opened boutique in Geneva

In the early days of the web, the general consensus in luxury circles was that the net (as it was popularly called then) and the real boutique mutually existed in two parallel lines with no meeting point. It was unthinkable for several store managers to imagine that one day they would find themselves sharing client data, selling tips and the info in the treasured black book of VIP client with the ''internet people''. Many couldn't even imagine the possibility of a luxury brand having its online boutique as its flasgship store. The thought that a luxury boutique could be launched first online before moving to the street was incredulous. Well life is full of surprises as they say, and many could be good surprises as demonstrated by Fabergé whose first store opened its doors in Geneva after the online flagship; and Couture Lab, which managed a successful e-retail website before venturing into the physical world (both brands are featured in Luxury Online, by the way).

Fabergé.com, launched before the flagship store in Geneva

Faberge, the celebrated high jewellery and decorative piece brand created by Peter Carl Fabergé in 1885 has recently been relaunched as an 'ultra luxe' brand with an enviable collection of high jewellery made of the most rare and precious stones. The first collection by the brand since 1917 (yes, indeed) was designed by Frédéric Zavvy and launched in great pomp in Paris in September 2009. Staring prices are in the range of $50,000 for ear-rings and rings and could very easily go up to $7 million for necklaces and pièces d'exceptions. You would think that a brand like this would shun the web in a bid to cater to those hyper-rich celebs that we believe don't bother with the web. But Fabergé seems to understand that luxury is in a transition to a major change and that business was well, not as usual anymore. The website launched as a global flagship store in September and the physical flagship followed in December 2009, confirming that the internet is indeed a real shopping destination.

Couture Lab on the other hand was launched as an online business aiming to showcase the best talents in fashion, design and luxury living. With its self-description of "luxury beyond trends and seasons", the website has gone on to contribute to the incresing senstivity of luxury clients to niche and emerging designers and concepts. In recognition of the need to marry 'virtual' with 'real' Couture Lab opened its first physical boutique in London opened in November 2009.

It looks like its time for whoever said that virtual reality is a dream to wake up as things are cleary changing and are definitely getting more interesting in the cyber and real worlds.

Luxury Gels with Social Media at the Club e-Luxe Breakfast Seminar

2010-01-11T15:27:00.000-08:00

The debate of 'why' and 'how' luxury brands should approach the social media has been going on for a few years now. Most of it has been centered on finger-pointing at luxury brands for being late, inflexible controlling and even arrogant in the social media world. Many have accused luxury brands of staying trapped in the illusive world of believing that inspite of the social media revolution, business was as usual. Okay, I was also one of the people that criticized luxury brands when it looked like many were oblivious of the change that was taking place in the cyberspace and also the real world.

Then the brands actually took notice. They stopped, listened and decided to act. But the 'acting' turned out to be over-zealous attempts at making up for all those lost years and somewhat for the shame of being left behind by both clients and other sectors. Facebook accounts were opened, My Space pages were created , blogs popped up at every click of the mouse and Tweeting became a syndrome. It seemed that the brands all decided to jump on the bandwagon of the social media somewhat blindly. It's no wonder that this led to a new height of confusion and yet a second bout of criticisms and finger-pointing.

When everyone accuses you but no one tells you how to avoid being accused, what do you do? You become defensive and angry. This is what luxury has become lately as it found itself in this new and unusual world of the social media. At Luxe Corp we saw all these and decided to do something to address them by organising the Club e-Luxe Breakfast seminar that took place last Friday 8th January at the Four Seasons George V Hotel Paris.

Forty of some of the most respected luxury companies and groups (Gucci, Louis Vuitton, Chanel, L'Oréal, Pernod Ricard, Ritz Hotel, Vertu, LVMH, Gucci Group etc) as well as several emerging fantastic luxury brands (Ettinger, Sylvia Toledano, Analeena, Nalin Jeanne, La Favorite etc) from multiple products and services categories gathered together to dissect this major challenging area. With a line-up of speakers that included Luxury Veterans, Media Experts, Bloggers, Tweeterers and Strategists led by Luxe Corp's Business Analysts, the seminar addressed the deep-burning issues of the place of luxury in the context of the social media.

The event started off with my presentation which focused on raising the question of the relevance of the social media in luxury and the strategic approach of ensuring that each luxury brand identifies the right social media platforms for them and is well equipped internally for the required execution . The core message was the need of a strategy and the appropriate internal structure and resources, before adopting the tech tools. Andre Kolasinski then took the audience through the evolution of media from 'mass media', which according to him is now dead to the social web, which is today based on 'listening and conversing'. Geraldine Dormoy, the renowned blogger behind Café Mode clearly revealed the world of blogging to the audience and enabled luxury brands to see the advantageous and the challenging sides of this aspect of social media.

The highlight of the seminar was however the Roundtable discussion on the topic of ''Traditional vs new media - Which direction for luxury brands?'', in which both luxury veterans like Gucci's Worldwide Director of Communications Robert Treifus and Le Meurice's Director of Communications Anne Voigt-Bordure; as well as media experts and professionals, Jessica Michault of the IHT, Valérie Leboucq of Les Echos, Tina Isaac of WWD and the Author Mark Tungate, participated. This session touched on every aspect of the two media channels as well as the luxury world, including the changing model of luxury communications from 'text to images' and from 'mass to one-to-one' . Everyone agreed that the two channels could co-exist in harmony. There was also clarification of the perceived and real roles and credibility of bloggers as citizen journalists in the face of professional journalists. Specific social media platforms like Facebook and Twitter were highly discussed and the general consensus among the speakers was that it is better to have a strategy first before adoptiong and luxury brand should only adopt social media platforms when they're clear about their objectives and have a solid execution plan.

A few quotes and comments.

"How do you make people dream with 140 characters on Twitter? You have to appeal to their minds and not their eyes" - Uché Okonkwo

"Bloggers are highly influential and can affect a luxury brand's bottom line" - Geraldine Dormoy

"The social network is very similar to the brain and its neurons and will eventually spread to become a stage of collective consciousness capable of reproducing thought. Will your brand be at the center of these thoughts?" - Uché

"Young people are now more concerned about having a Facebook account than about having an email address" - Robert Treifus

"Good bloggers and journalists can co-exist as one big happy family as each brings value to the media world" - Jessica Michault

"Luxury brands need a social media strategy before adopting the tools. They cannot open the toolbox without knowing what they need the tools to fix" - Mark Tungate

"News making costs money and advertisements brings in money, so news publications need ad revenues to make the news" - Valerie Leboucq

"Online ads are not suitable for every luxury brand, particularly in the luxury hotel segment" - Anne Voigt-Bordure

"Luxury brands need to focus more on overall value and less on selling, on platforms like Twitter. If a brand is funny on Twitter, people are likely to respond more" - Tina Isaac

''Mass media is dead'' - Andre Kolasinski
The beautiful 'Salle Anglaise' overlooking the courtyard garden of the Four Seasons George V Hotel , where the event was held also served as a networking ground for exchanges at the end of a stimulating morning.

A New Year. A New Decade...

2009-12-31T13:54:00.000-08:00

Talking Social Media in "L" land

2009-12-19T16:29:00.000-08:00

It's now visibly evident that luxury brands have become conscious of the reality of the internet, digital media and social web and are taking steps towards understanding how best to exist in this cyber world of democratic communications without sacrificing their core values. As discussed in Luxury Online, and other sources, the social web is dictated by consumers but luxury brands want control. Is this possible? If so, what strategies and approaches are required? If not, which way should luxury brands go?

Answers to these and other challenging questions will be unvieled at the Club e-Luxe Breakfast Seminar on 8th January 2010. There is no better time to tackle this challenge than now, particularly with both executives of luxury companies and designers like Christopher Bailey of Burberry and Frida Giannini of Gucci spear-heading the infusion of digital and innovative technologies in their companies' daily practices.

To view the full programme and book a place, click here and keep in mind that places are limited to 40 luxury brands.

From Athens with Love

2009-12-12T08:19:00.000-08:00

I thought I was done with writing about the digital media revolution that the IHT's recent Technoluxury conference set off in the luxury world, until I received this piece by Elis Kiss published in Greece's foremost news publication Athens Plus. In addition to mentioning Luxury Online and some quotes from the book, the article also gives a detailed synopsis of the event and makes very interesting reading.

You can read the full article here.... while patiently awating Luxury Online (coming sooner than you expect, promise).

Burberry goes on a Street Roll

2009-12-08T09:53:00.000-08:00

Burberry's online community aptly named the 'Art of the Trench' which made its debut online on 11th November came along with a bang rather than the buzz that is often associated with online sensations. The website which is based on the simple concept of paying homage to the brand's signature trench coat, has been created as a collaborative space where clients can converge, share their affinity for the brand through images, recommendations and opinions and of course experience the brand in an environment that doesn't feel like it is 'controlled'. The bang was so strong that in less than two weeks following its launch, the online fashion e-zine, The Business Of Fashion conducted a poll that included user feedback and ratings of this website versus Gucci's social networking initiatives. Guess who came out tops...

Other blogs and news articles have written in detail about the website and nearly all the reviews I've read and the experience on the website points to several fa that set it apart. Here are three main differentiators in my opinion.

- Art of the Trench created its own social media platform because Burberry recognized the evolution currently taking place in the cyberspace and found its own way of responding to this. Please note that I've used the word 'created' and not 'joined'. By doing so, Burberry is saying to other luxury brands that the world of social networking doesn't begin and end on the bandwagon train (is anyone thinking Twitter, Facebook, iPhone Apps...)

- Art of the Trench recognizes and respects the 'codes' of the social web, that is to say recognition, inclusion, participation, sharing, conversation and connecting. It is created for the 'people' and nobody is excluded.

- Art of the Trench offers a unique and elevated brand experience that is based on a recognizable signature of the Burberry brand. It is not about the classic luxury marketing but about using new media to usher people into the brand universe. It is about sending the same message with a different language. Think of it like going to Japan and learning Japanese to communicate better.

More analysis of this website will be featured in the next edition of Luxe-Mag.Com and this interesting topic will be dissected at the next Club e-Luxe Breakfast Seminar on 8th January in Paris. And of course an entire chapter is dedicated to the social media in Luxury Online. In the meantime it's refreshing to know that I can finally say that at last a luxury brand seems to be 'getting it' in terms of the online social media.

Did you know?

2009-11-28T08:02:00.000-08:00

Okay, since my presentation last week at the IHT's Technoluxury conference, I've received numerous emails from participants (those physically present and the 'virtual' attendees who followed the event on blogs, Twitter and other social media) mainly asking for two things: a copy of 'the presentation' and a link to 'the videos'. To save my fingers from temporary disorder as a result of responding to so many emails, I've decided to share the key aspects of the presentation here.

But first let's see the opening video that I heard 'woke people up'. It's a striking rendition of the change our world is undergoing thanks to technology and I took it from from the Meeting in Rome on the progression of information and technology researched by by Karl Fisch, Scott McLeod and Jeff Brenman. It was a relevant intro that had everyone hooked on the screen while the avid "Bloggers and Tweeters" sitting aptly on the 'front row' at the conference sent the video link through Tweeter and their blogs while I was still speaking! Tech is beautiful.. And the audience gave the video clip (not me) a resounding applause at its end. Sit tight, brace yourself and watch it and you'll not only be moved but you will become a different person afterwards.

The second video I shared was actually at the end of the presntation and I used it to visually demonstrate what would be 'next' in the near future of luxury in the context of technology. It's a video clip unveiling Miim, the cool Japanese humanoid robot that is able to express human emotions and will likely be showing up on fashion runway shows and store windows in the near future (watch this space and keep an eye on Club e-Luxe). By the way Miim also happens to be one of my latest best friends...

And for the presentation itself, Suzy Menkes gave me a real challenge to ''shake things up'' so that luxury brands can see the beauty and opportunities of technology. I tried. Maybe I tried too hard because I was told by some execs that their hearts were in their throats as I spoke on how late and confused luxury appears to be online. When I asked why, I was told, "we were praying that you won't use our brand as an example of a worst practice...'' Hmmm...

Anyhow, I approached the talk from three main angles that I felt the varied crowd would easily relate with.

- To Know

- To Know How

- To Know How to Be

''To Know'' has to do with moving beyond what luxury knows (creativity, craftsmanship, appeal, desire etc), to what luxury should know about the digital world (inclusion, participation, interactivity, personalization, connection etc), particularly since the internet has been around for twenty years.

Then I had to address the reason why luxury doesn't yet ''know how'' online and why the majority of luxury brands are still strugling with technology. The reasons range from the well-known apprehension of the past years to the current bandwagon trend and the lack of knowledge, orientation, organisation, skills and expertise in this new challenging area. Other reasons highlighted are the challenges of transiting from image to text communications and of selling a ''dream'' online; the speed of technology evolution; the excitement and misplaced focus on tools and applications; the lack of appropriate internal operational structures and the wrong focus on the small picture instead of the extensive picture of what luxury e-business really comprises of.

Suggesting how luxury ''should be'' in the digital world is quite a challenge especially if you're addressing a room full of smart and talented people. I had thirteen suggestions and as I went through them I couldn't help noticing the flash bulbs from people taking photos of the screen... good sign. My suggestions included having a clear-cut Strategy, focusing on 3-D Immersive website and e-boutique design, personalizing the e-shopping, the mobile applications content, integrating the three core channels (store, web, mobile), adopting Artificial Intelligence tools and evolving with Applied Technology.

I also presented Luxury Online and explained my reasons for writing the book and how I approached its contents. Club e-Luxe is another answer to ''de-confusing'' luxury in the digital context that I also highlighted, as cameras flashed on the screen.

One of the most interesting part of this presentqtion was the conclusion and the anticipation for the answer to the question, ''What next?'' Well take a look at the image below for a hint and you'll find the rest in Lxuury Online

And by the way I found so many other speeches and presentations interesting and inspiring and I'll like to share a few quotes that particularly moved me. Enjoy!

''Luxury needs vision to succeed in the world of technology'' - Stephen Dunbar-Johnson, Publisher, IHT
''Luxury on the internet today is like a silent movie in the age of the talkies'' - Suzy Menkes
''Our team has great flexibility in marketing and digital initiatives'' - Claus-Dietrich Lars, CEO, Hugo Boss
''It's difficult to be different and better'' - Ross Lovegrove, Designer
"You don't win a race by looking over your shoulder but by looking ahead"- Nathalie Massenet, Net-A-Porter
''A generation has grown up with technology and without the aura of distance linked to luxury'' - Suzy Menkes
''Today's smart phones are as powerful as the PC was five years ago'' - Perry Oosting, President, Vertu
''We don't compete for attention on the web, we participate'' - Jefferson Hack, Founder, Dazed & Confused
''The economic crisis has exposed to us who we can trust (as in brands) and who we can't. All the masks are down'' - Maximilan Büsser, Founder MB&F SA
''What used to be a monologue has become a conversation'' - Suzy Menkes
''In the past, you were what you owned. Now, you're what you share'' - Jefferson Hack
''I'm not interested in working with people whose only interest is selling more and more'' - Ross Lovegrove, Designer
''Technology in the design world is a question of culture. It will take some time...'' - Matteo Cordero di Montezemolo, CEO, Charme Investment
''Men are more tech-savvy than women'' (?!?#!???) - Kim Jones & Jason Beckley, Dunhill

Sounding the Techno bell in "L" land

2009-11-22T17:55:00.000-08:00

At last! These were the words that went through my mind when I was informed earlier this year that the IHT had decided on the theme of "Technoluxury" for the 2009 version of its annual luxury conference. At last, the luxury industry was paying attention to technology, a phenomenon that has been reshaping the luxury domain for the last twenty years. Yes, it may have taken time but more than that, it took the vision and clout of Suzy Menkes to congregate the industry's leaders and literally oblige them to confront this issue that has almost become a state of emergency in luxury land.

Rightfully choosing Berlin, the emerging artistic and digital hub as its venue, the IHT Technoluxury conference brought together both the business leaders and the creative forces that are responsible for the outputs of some of the world's most respected luxury brands. Of all the issues discussed, one topic was on everyone's lips - the new democratic communication style of digital media mainly through social networks. Incidentally this is the theme of our next Club e-Luxe Breakfast seminar to be held in Paris on January 8th. Designers Christopher Bailey of Burberry and Frida Gianini of Gucci demonstrated their adeptness and passion for technology and it was clear that they are playing key roles in driving the adoption of innovation in their respective brands. Other speakers like Vivienne Tam, who teamed up with HP to create a unique haute-couture lady's mini laptop-clutch, also explained her vision for moving onto the tech highway. Nathalie Massenet of Net-a-porter.com demonstrated what keeps her company ahead and Sonji Lee presented the idea behind Fashionair.com (which I'm still struggling to 'get')

However of all the high-profile talks by both speakers and participants, the óne that accelerated my heart beat was Jefferson Hack's take on the future of media and publishing both in the virtual and real contexts. It was point on, particuarly his summary that the future was about "Smart Media" and that meant a meshing of the real and the virtual to what will eventuall become virtual reality. This means portable devices, digital paper, augmented reality and the like. Through his publication Dazed & Confused, Jefferson will likely be showing this in practice.

And speaking about presentations, I was told by many, including Jefferson, Mark Dunhill, Rosita & Otavia Missoni and Laudomia Pucci, that my 25minute presentation (Luxury is Online but is it In Line?) turned out to be the wake-up call that luxury brands have needed for so long. I guess this means that I will no longer feel like I'm hitting my head against a brick wall when I speak to brands about digital technology.

One of the beauties of this conference was the use of tech tools to infuse interactivity among the audience (questions for speakers were sent via Twitter and SMS) and to encourage virtual participation (people connected through live Twitter feeds). These were manned by the IHT team and the 'front row' bloggers - Imran Amed of Business of Fashion, Oliver Walsh of Wednesday and several others who connected with and updated thousands of people on the web via Twitter, Facebook and their websites. This goes to say that action always speaks louder.

IHT's Publisher Stephen Dunbar-Johnson perfectly summed up the event in his concluding speech by reminding delegates that technology without vision and strategy was unlikely to yield sustainable results, in other words, without a strategy, you're going nowhere.. Same thing we've been preaching at Luxe Corp for years and highlighted throughout Luxury Online, which by the way will be ariving in your mailbox soon, if you've pre-ordered the book.

Ready, Set, Tam!

2009-11-20T12:18:00.000-08:00

There is something about technology that makes people think more of "boring", "geeky" and "gadgety" - all related to function, than "desire" and "allure", which are of course linked to beauty. When we come across the latest tech product, whether it's an MP3 player, sound system or even a computer, the word "sexy" hardly crosses our minds, yet we expect the product to take us to new heights of enjoyment, at least through its performance. It looks like things have changed.

Vivienne Tam, one of the brightest designers of our times has teamed up with HP to bring what I'd call the sexiest and coolest tech product that has shown up since the computer was born. Fusing her distinct feminine, offbeat and refined style with HP's innovation and vision, the result is the Peonis HP Mini 1000 Vivienne Tam , a highly portable "mini" personal computer that is a delight to behold. Using elements from her Spring Summer 2009 collection, including the print motifs found in her pret à porter pieces, the result of the first laptop is a real proof that style and tech can equal "chic and cool".

The technicalities don't disappoint either. Weighing just 1kg with a 10" screen and 10.3 x 1 x 6.6 inches in dimension, the mini pc holds like a clutch and can easily slide into a handbag. Its lacquered coating makes it scratch free and its rounded shape gives it an air of well, "airness". Its 1024MB memory, 60GB hard drive, and 1.6GHz processor means that its size hasn't undermined its performance.

The second edition is inspired by Tam's 2010 Spring Summer collection and reflects the breezy and floaty spirit of the pieces, using a bold orange butterfly to tease and entice.

Who says technology should be boring? As discussed in Chapter 8 of Luxury Online, there are multiple ways of fusing the wonderful opportunities of technology with the allure of luxury and fashion. But it takes vision and committment to make it work. Go Viv!

Luxury Online in the IHT!

2009-11-19T13:19:00.000-08:00

Yesterday, the International Herald Tribune published an excerpt of Luxury Online in its Special Report on the just concluded Technoluxury conference in Berlin, titles "Style online, and its all about me". The excerpt, found on page 12 of the newsprint, is the first four pages of the book's Chapter One! The business of luxury and technology, a subject that was deeply discussed, dissected and debated at the conference, is the core and form of Luxury Online particularly the the excerpt.

I was so pleased to see the article that I joined the crowd that convereged around the coffee room of the Ritz Carlton to read it during one of the breaks, forgetting for a moment that I actually wrote it. I later learnt from some people that the article wetted their appetite for reading the book as the story line ended just as they were about to take it for granted that all the answers to luxury brand's nightmares would be revealed in the IHT article.

Hope you managed to get a hold of the IHT yesterday as the article is not yet online (copyright and pre-publication issues..... sorry!), but email me...

More news and analysis on the Technoluxury conference hosted by Suzy Menkes will be coming shortly. In the meantime enjoy these eye-opening articles by the IHT's journalist elite led by Suzy, of course.

My Techno: A Designer Viewpoint by Suzy Menkes
Nick Knight : Techno King by Suzy Menkes
Watchmakers Seize the Moment for iPhone by Jessica Michault
The Highest Heels Rely on Technology to Reach the Sky by Elizabeth Hayt
From Couture to Conversation by Jessica Michault
Once Wary of the Web, Luxury Brands Embrace it by Eric Pfanner
Luxury Brands tap on Internet for Growth

Luxury Online makes its media debut on WWD!

2009-11-18T14:55:00.000-08:00

Luxury Online made its media debut on WWD's Nov 11th issue through Tina Isaac's candid and entertaining critique that also shows a belief in what the book preaches! Thank God the months of writing and three re-drafts have paid off.

There is no better time to feature the book in the press than now even as both the worlds of fashion and luxury show signs of recognizing the power of the social web and the next wave of evolution of the internet. I've read recent articles and reports on the importance of digital media in the world of luxury and I particularly found this one in the Telegraph interesting.

Also one of the "hot" fashion bloggers of the moment Bryan Boy picked up on the story and featured it on his blog. I'm pleased he's looking forward to reading the book. Thanks Bryan and keep the online fashion torch shinning as you relax on the front row!

So the countdown to the book's publication has began! Keep an eye on this page for updates which I promise will come sooner than later.

iPhone Apps, iPhone Apps and more iPhone Apps...

2009-11-11T08:46:00.000-08:00

(From L - R) Chanel, Ralph Lauren, Dior, Van Cleef, Jaeger LeCoultre and Gucci all seem to have been hooked by the iPhone Apps 'gold-rush"

What is it about luxuxy that makes the word 'Bandwagon' seem to be fashionable? Why do luxury brands blindly and unabashedly follow one another in the digital media world without taking a moment to assimilate the opportunities and requirements of new technologies?

We currently see this bandwagon drama in what seems to be the 'iPhone Applications gold-rush' as luxury brands busy themselves with trying to outdo one another's image & catalogue-style applications that appear to be anything but engaging. Chanel and Chloé were among the first luxury brands to create branded iPhone apps before the rest came on board the train, from Ralph Lauren to Gucci, Van Cleef & Arpels, Jaeger LeCoultre, Dior and many others.

While there's nothing wrong with having a luxury branded iPhone app in itself, the problem arises when there is no real additional value provided by the brand apart from a repetition of the same images, videos and animations that we can very well find on YouTube, Facebook and the brand's own website. Looking through the iPhone apps created by the luxury brands, it's quite difficult not to feel that this beautiful phone is being turned into an 'image and video dumping ground' by luxury brands.

The mobile phone is the most personal communications device existing today and I think this should tell us something - the contents should be personal, in other words customized for each user according to their preferences, habits and expectations. It means using the mobile phone apps and content for client recognition, dialogue, exchanging, sharing, retail and communicating. With all manners of existing mobile technologies today, this is very much possible. Apple was smart enough to come up with the Apps, so why can't luxury brands be smart enough to come up with highly engaging and personalized mobile phone content through the apps? To go about this, here are a few tips and thoughts.

- For starters, the mobile phone is not the only possibility of creating an integrated mobile phone application. Companies like ILS have been building customized mobile phone applications that luxury brands could integrate in customer engagement programs.

- Second, the mobile application can be used to attain multiple results from client relations to location recognition, personal shopping, client preferences, client data integration, product launches, invitations, catalogue presentations, retail consultations and so much more. It's time to get over the 'image-dumping' stance.

- Luxury brands shouldn't be fooled into thinking that people will actually switch to the iPhone just to access their apps, if the content is the same as their websites. The days of blindly following brands are gone.

More on this topic can be read in Luxury Online. In the meantime how about switching to a comprehensive 'bird's view' of the core values that mobile applications can bring to the table particularly in terms of personalized content?

Social 'Media-mania', Let's Break it down!

2009-10-26T09:28:00.000-07:00

Club e-Luxe Breakfast Seminar, 8th January 2010, The Four Seasons George V Hotel, Paris

Twitter, Face Book, YouTube, MySpace, Blogs, ASmallWorld, Second Life, Qzone and every innovative and collaborative online social media platform that has emerged in the last few years have transformed the way we communicate online - and in real life - forever. We just cannot ignore this anymore.

They provide new ways of interacting and sharing experiences on every subject imaginable including luxury and have moved the client from the bottom to the top of the relationship with luxury brands. For the first time, the real people behind the purchases that have made luxury companies wealthy have the clout and power to influence thousands of others with just a few clicks.

On the other side of the wall, these tools have brought unexpected challenges for luxury brands and have raised the question of how luxury should present itself online. While brands have been used to brand image projection through 'high-gloss images' splattered in controlled PR, marketing and advertising environments, they currently have to speak in the language of 'words' to evoke the same desired feelings that are suppossed to make clients dream. Luxury brands are also currently required to 'converse with' rather than 'dictate to' clients. The days of the luxury brand as the king of the show seem to be destined to disappear.

But what is really happening in luxury land in the face of these issues? Confusion!

Some brands have joined the bandwagon on Twitter and Facebook while others have gone the way of blogging and nearly all luxury brands have YouTube accounts. Although these actions are in response to opportunities presented by technology, many have been adopted without assimilation, strategic thinking and the right execution. At Luxe Corp, we feel that it's time for this confusion to be addressed.

Following the analysis already presented in Luxury Online, several news reports and analysis by forward-thinking digital citizens, we are organising a Breakfast Seminar on the platform of Club e-Luxe, the executive club we manage for luxury e-business practitioners, on 8th January 2010 at the Four Seasons George V Hotel, Paris. Through the voices of experts, thought leaders, analysts, practioners and strategists, this ever challenging and exciting issue that luxury brands have been so apprehensive about will be addressed and hopefully lead to the emergence of best practices.

Join us to break this relevant topic down. Places are limited to 40 luxury professionals so reserve early to avoid disappointment. Email business@luxe-etc.com for full brochure and looking forward to seeing you!

In the meantime you may also watch a video clip of the last Club e-Luxe International Summit held last June at the Ritz Hotel, Paris.

La Maison de Twitter - Sense or Sensless for Luxury?

2009-10-23T02:41:00.000-07:00

"What is this Twitter madness all about?"

This was the question thrown open to 25 people - mainly luxury and media pofessionals, at a recent dinner.

Silence...

Then one bold answer came, "I think it's senseless. How can people spend so much time 'web-texting' messages and links that no one really cares about? I mean who really cares to receive a text if Chloé has launched this season's new handbag or if the new Yves Saint Laurent perfume was featued in Elle? I don't get it, these tweets come every five seconds and then you're saturated and you don't bother looking at them anymore?"

Silence ... then all eyes on Chloé ...

Another answer, "I think it's useful to keep people connected with the brand or the person tweeting. It's really for in-the-moment news and updates"

"Yes, but Tweeter's main question is 'What are you doing?' and not 'How many press features or Press Releases can you dump on people every two minutes?'

"No, but it's purpose is to keep people informed in real time and I think everyone can choose what this information should be and how they're linked or not"

And the debate began. In no time all of the 25 people were speaking excitedly.

This often happens when Twitter is discussed these days particularly in the context of luxury. People wonder if it makes sense to tweet and link every thought or piece of news that comes our way or every single breath that a luxury brand takes in a bid to drive traffic to the website. But it doesn't really have much to do with the content of the tweet itself, right? Is it not more about the visibility, the buzz, the followers, the following and just the plain satisfaction of being in the moment?

Most tweets are boring anyway and the links are oftentimes irrelevant. The sheer rate of tweeting is also appalling - I've received 6 from the NYT and 8 from WWD since I began writing this post! And I bet you that it won't be long before YSL, Chloé and others come calling with their press features and tinyurls.

My question is "does it make sense to say something just to say something 100 times per day or should we say something only when we really have something to say?" Luxury brands, let's take a moment to think about this.

Oh Alexander!

2009-10-12T13:36:00.000-07:00

One of the beautiful things about Paris Fashion Week is that it is a time when creativity is let loose, inhibitions abandoned and spirits soar. At fashion shows and events, on the streets and in the salons, all cares are cast aside and there seems to be more positive energy (or the perception of it) in the air. This may be the reason that it seems to be a time to sit back and enjoy the creativity and innovation that could appear in the fashion horizon from any angle.

Watch the Alexander McQueen show

This season it came from two designers, first from Alexander McQueen who demonstrated yet again that he's pro-innovation and that he understands that technology is the best means of ensuring that the spice of originality is maintained in a luxury brand.

Presenting his colourful, jellyfish (and yes, wearable) collection on models dressed as futuristic personas that glided and floated (rather than strutted) through the catwalk, the techno-set was completed with two live robot cameras that also glided on the stage while transmitting images to a giant background screen and also live to the internet. As you may have already guessed 29,000 hits in one second led the server to crash but the show went on and the intrigue outlived the performance. By the end of the show the audience were spellbound and I think it really hit home to the roomful crowd that technology is already changing the face of fashion forever.

Manish Arora surrounded by models after his show at the Crazy Horse in Paris

(Photo from the IHT / New York Times)

My second wow moment during this week of shows that somewhat spelt 'sameness' and lots of 'deja vu' moments was when I saw Manish Arora's collection at Crazy Horse. Yes, Manish Arora the Indian designer who has broken the mould into Paris Fashion Week! Not only was his collection what I would call simply 'sublime' in terms of marrying creative attention, sophistication and comfort but the presentation on the mini-stage was also well thought out and perfectly used innovation and technology to maximize mimium resources. In the place of the now passé models strutting down endless runways, Manish had his models pose in trios as static mannequins on stage while a pre-programmed motor gradually spinned them around ensuring that each piece was viewed in 3-D. It may sound simple enough but guess who thought about it first? Watch out for the bandwagon effect that is so common in luxury and fashion.

No brand moved me this fashion season like Alexander McQueen and Manish Arora and their boldness in using the tools provided by technology to reinforce their creativity is sending a bell ringing in luxury land, I hope.

Hello, Luxury!

2009-10-05T00:20:00.000-07:00

Doug Larson was right when he said that, "Utility is when you have one telephone, luxury is when you have two, opulence is when you have three - and paradise is when you have none".

In our current crazily hyper-connected world, it's unthinkable to exist without a mobile phone, or worse still, to function for 30 straight minutes without fidding with our phones in the name of emailing, texing, tweeting, photographing or just touching the keyboards as an uncounscious symptom of the "mobile phone virus" that has gripped our generation! We're all infected and we've chosen the path of 'anti-paradise' if we're to believe Doug Larson. But luxury brands have also understood that clients don't have to be far from paradise because of the mobile phone madness, alas the inroad of luxury into the mobile phone area.

Some brands have taken the path of creating the mobile phone devise through co-branding (think Dolce & Gabbana, Prada, Armani); others went the way of the single brand (Dior, Tag Heuer), yet others went for extreme exclusivity (Boucheron). On the other hand several other brands have chosen the path of the mobile phone content (Chloé, Chanel, Van Cleef & Arpels, etc) albeit through a single mobile phone brand - Apple. The latter seeems to be the where the bug has bitten most luxury brands lately. Everywhere I turn these days I seem to run into yet anotehr iPhone application by a luxury brand featuring more or less the same catlogue-style content that we can find online.

Should the mobile phone application be the same as the online content? It could be, but I don't think this is where the story should end. I think that the enormous potential of the mobile phone as a complementary tool and the strongest relationship enhancer is still untapped by luxury brands. Of course the key is having rich content but the content is only enriched when its focus is on a one-to-one personlized level. As the most personal of all the communications media existing today, why can't be mobile content be used to fulfil the reason that it exists in the first place - personalized interaction? Find our more on this topic in Luxury Online...

Finding a Place for Luxury Online

2009-09-24T06:57:00.000-07:00

As we all know it took luxury brands so lont to understant that the internet is here to stay and that they had no choice but to embrace it. But now that the internet bug has been caught by nearly every brand that qualifies itself as 'luxury' and has let to a line-up of branded and somewhat 'flashy' website, another question is currently being whispered around - 'what next?' - In other words where does the luxury brand go online from its website to ensure that it finds and maintains its right ful position on the internet?

Many claim to have the answer. Some say that it's a question of integrating the latest technologies and applications to ensure seamless navigation on the website. Others encourage luxury brands to jump on the bandwagon of the social web through blogging and twittering their lives away, literally. Yet others say that luxury brands should have memeber-only websites where privileged content is shared with only a 'happy few'. Another famous 'advice' is to reproduce the web content on the iPhone in the standard catalogue-like format. Others even say that the iPhone should be dissed and that brands should create their own phones. And we shouldn't forget the famous Search-Engine Optimization campaign in luxury land.

You're probably wondering what I think and I have to say that I find some of these comments quite shallow and in some cases I would even say ridiculous. Okay, I wasn't born with technology with a computer cord tied around me neither do I have micro-chips in my brain ut come on guys, we have to acknowledge that the issue of luxury in the digital world is more profound that trying to outdo competitors and facilitating easy revenues for all manners of agents and developers that claim to e experts of luxury and technology. I've discussed these issues and more in Luxury Online so keep an eye out for the book's publication in November. In the meantime if you love gloss online, take a look at Fauchon.com, one of my references for online brand image re-interpretation.

A Peek into the Foreword by Mark Dunhill

2009-09-18T09:26:00.000-07:00

My mother is fond of saying that the icing on the cake is more important than the cake itself, in drawing people to taste it. I kept this in mind when it came down to identifying the right person to write the Foreword to Luxury Online. As anyone in this business knows, majority of luxury brands remain guilty of still viewing the internet and technology with suspicious eyes, meaning that digital media remains in its infancy in the world of luxury. It also means there isn't an abundance of experts and potential advocats of a book like this, waiting around for me to call them with the right mix of understanding, strategic mindset and flexibility required to appreciate the role of the internet and technology in driving luxury through the next century. Any internet-related topic is one that is tread carefully in luxe land.

After weeks of feeling like I was hitting my head against a brick wall I finally got a revelation one night while on a flight back to Paris from Shanghai. I opened a magazine and was delighted to find a piece on the re-emergence of Fabergé and the plans that the CEO Mark Dunhill had of using the internet as a solid platform for re-launching the brand after nearly a century of stagnation. Having had the privilege of collaborating with Fabergé in its re-emergence plans, I nearly beat myself for missing the evident candidate for the Foreword. Of course Mark Dunhill was the perfect one. He had not only led Alfred Dunhill to embrace the internet during his long tenure as the President but he is also one of the few in the league of luxury senior execs that actually "get it" when it comes to digital media. I was so excited that I couldn't wait for the plane to land. I called Mark as soon as we touched down and he accepted my request without the slightest hesitation. Despite his busy schedule, he proceeded to write one of the best pieces I have ever read about luxury online. He hit the nail right on the head and I think it will be a nice wake-up call for all the brands that have been trailing online. I'm sure you'll agree with me after reading it. Here is a short phrase as a peek inside. In the meantime you can watch Mark Dunhill speak about his plans for Fabergé on CNN

"It seems only yesterday, when to suggest that the internet had an important role to play in the rarefied world of luxury was either an act of misplaced bravery or an outright heresy, depending on your point of view. Today however, all the major players in this sector are falling over themselves in a rush to embrace the online world... Until recently, the wisdom of using an official company website for anything more than a few bland declarations and a limited online brochure was still being challenged in the boardrooms of luxury conglomerates. Now, after a stampede to set-up transactional e-retail sites, luxury brands, often with the self-conciousness of a child arriving to a new school half way through the term, are looking to attach themselves to every new online phenomenon, from blogging to Twittering via You Tube and Facebook..."

Writing Luxury Online

2009-09-15T09:01:00.000-07:00

Unlike my previous book, Luxury Fashion Branding, which was the result of an accidental necessity (if such a thing exists), Luxury Online is a book that came to me as naturally as eating and sleeping (two things I also love).

Since 2004, I've been carrying this book around in my head and have written and re-written it several times. Along the way, I've dropped pieces of its different versions in journal and magazine articles like Brandchannel.com, Luxe-Mag.Com, and the Journal of Brand Management. Finally when the pressure of the book threatened to burst my small head into pieces, I had to get down to the business of finding the time to put pen on paper and actually write the book.

Convincing myself to make writing this book a priority was the easiest part because the more I looked around me and saw the confusion and chaos that reigned in luxury e-business, I knew that it was time. The contents of the book also came easily, mainly due to many years experience of being involved with luxury companies in e-business strategy development and execution. Another booster was being fully immersed in Club e-Luxe and its focal point of advancing luxury business practices in the context of technology, as well as the commitment of the luxury brands that are involved in the club like Louis Vuitton, Gucci, Cartier, Boucheron, Fabergé, Coty and several others.

However, finding the time to actually write the book became my biggest challenge. In between running a company, advising luxury brands worldwide, travelling non-stop and family life, there wasn't much time left to devote to writing. To make matters worse, because of the nature and subject of the book - which meant that the relevance of its contents had to be top-notch - I knew that I had to take out a short time-block to write. So I had no choice but to resort to writing in batches and snatches and just anyhow and any place I could find a few minutes - airports, planes, trains, waiting rooms, cafés, office, home (including my kitchen), wherever. Surprisingly I loved this especially all the adrenalin rushes and excitement that it led to. The best part was getting up in the wee hours of the morning for a few hours of quiet reflection and uninterrupted writing. By the time the manuscript was done, I decided to make a count of everywhere I had written at least one sentence of the book but it was a useless exercise as there were just too many. But counting the cities and countries proved possible, and if I'm not mistaken, this book was written in 16 countries and 29 cities, towns, and villages. But irrespective of the location, the moment I switched on my laptop I was only in one place - the Internet. This is the miracle of technology and the beauty of our times.

When I began writing Luxury Online I wasn't sure I would be able to finish the book or when I would. Today the book is completed but you may be surprised to learn that I actually re-wrote the manuscript three times - that's how much I enjoyed writing it! I hope you'll also enjoy reading the book when it hits stores this November.

Coming Soon!

2009-09-08T07:45:00.001-07:00

The Luxury Online blog is coming soon. Stay tuned to this page.