the new culture of luxury
TRANSCRIPT
THE NEW CULTURE OF LUXURY Mike Karam Head of Digital and Integrated Strategy, Laird + Partners @mikekaram
TODAY, MODERN FASHION AND LUXURY BRANDS CAN’T COMPETE BASED ON AN ASPIRATIONAL IMAGE AND PRODUCT OFFERING ALONE
Louis Vuitton LV Foundation
Burberry Digitally Integrated Flagship Store
Kenzo Interactive Windows
THERE IS A NEW CULTURE OF LUXURY EMERGING, AS MODERN BRANDS ARE BEING DEFINED BY IDEAS AND EXPERIENCES
NEW PLATFORMS, NEW TECHNOLOGY, NEW PRODUCTS, AND ULTIMATELY NEW BEHAVIORS ARE RE-SHAPING THE DEFINITION OF LUXURY
Net-A-Porter Modern Retail
Airbnb Modern Travel
Apple TV Modern Content
Uber Modern Transportation
IN A CATEGORY ONCE DEFINED BY CULT STATUS, A CULT IS NO LONGER ENOUGH FOR FASHION AND LUXURY BRANDS TO RELY ON
Net-A-Porter Modern Retail
Airbnb Modern Travel
Apple TV Modern Content
Glossier Culture in Beauty
Acne Culture in Fashion
Warby Parker Culture in Eyeware
IN THE NEW CULTURE OF LUXURY, YOU CAN’T HAVE A CULT WITHOUT A CULTURE FOR PEOPLE TO PARTICIPATE IN
Aēsop Culture in Skincare
CREATION STORY
CODES
ICONS
RITUALS
SACRED WORDS
all cultures come with a story attached
core principles, beliefs, mission, purpose
ownable actions, behaviors
meaningful sights, symbols
ownable words, phrases
LEADER the face,
the innovator
VISUAL LANGUAGE consistent visual story, from content to context
NON-BELIEVERS to have a yin of
believers, there must be a yang of non-believers
THE TENETS OF A CULTURE
Burburry Apple Music Channel
Google Project Jacquard
Prada Customization at Scale
Tesla Interactive Dealership
CULTURE IS WHAT FUELS IDEAS, INNOVATION, EXPERIENCES, AND PARTICIPATION - AS THE CONVERSATION SHIFTS FROM THE LIMITS OF LUXURY, TO THE LICENSE OF LUXURY
WHERE BRANDS ARE ON A RELENTLESS PURSUIT OF IDENTITY AND HAVE THE LICENSE TO ESCAPE THE ORDINARY, CONSTANTLY SURPRISING AND EXPANDING THE BRAND NARRATIVE
Celine Joan Didion’s Collaboration
Saint Laurent Joni Mitchell Collaboration
Burburry LFW Snapchat Preview
Prada “Postman Dreams” Film
Hermes x Apple Apple Watch
Michael Kors Contextual Commerce
CREATING DESIRE THROUGH MULTI-LAYERED, MULTI-CHANNEL STORYTELLING, LEANING INTO THE VISUAL AND EMOTIONAL CODES OF FASHION AND LUXURY AS DESIGN AND TECHNOLOGY INTERSECT
THE NEW CULTURE OF LUXURY IS HERE. WHERE BRANDS HAVE THE LICENSE TO SURPRISE AND CREATE, WHERE IDEAS AND EXPERIENCES DEFINE THE NEW CURRENCY, AND WHERE MODERN BRANDS MUST CREATE A PLATFORM FOR PARTICIPATION
Mike Karam Head of Digital and Integrated Strategy, Laird + Partners @mikekaram