the trendwatch luxe by fullsix
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The TrendWatch Luxe By FullSIX Oct 2012TRANSCRIPT
LUXURY & DIGITALor the alchemy of paradoxes
L U X U R Y T R E N D W A T C H
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LUXURY & DIGITALor the alchemy of paradoxes
L U X U R Y T R E N D W A T C H
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L U X U R Y T R E N D W A T C H
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WHAT IS TRENDWATCH?2
LUXURY & DIGITAL: THE ALCHEMY OF PARADOXES3
EIGHT DIGITAL DIRECTIONS4
LET’S TALK5
WHO ARE WE?1
LUXURY & DIGITALor the alchemy of paradoxes
T H E L U X U R Y T R E N D W A T C H
WHO ARE WE?1
Fullsix and the new R.O.I.-ism
• 1,000 employees
• Best independent agency of 2011
• International coverage
• E-commerce, CRM, social media, mobile, studies, design
• Understanding the digital-minded, net-using consumer
WHO ARE WE ?1
Fullsix and the new R.O.I.sm
«Welcome to the digital era.Time seems to be accelerating, and we
see our society transforming before our eyes so quickly that any look
backward gives us vertigo»
WHO ARE WE?1
Fullsix and the new R.O.I.sm
Marco TinelliFounder of the Fullsix agency
Our references in the luxury sector
CHAUMET SITE PACO RABANNE SITEBULGARI SITE
SITE BULGARU
SAC MISS DIOR SITE DIORSKIN SITE DIOR ADDICT SITE
WHAT IS TRENDWATCH?2
Decoding the key digital trends
THE ALCHEMY OF PARADOXES3
Can luxury and digital mix?
THE ALCHEMY OF PARADOXES3
Can luxury and digital mix?
Brands that have long mistrusted the digital world…
Timeless
Rare
Traditional
Elitist
Authoritarian
Instant
Unlimited
Technological
Open to all
Collaborative
THE ALCHEMY OF PARADOXES3
Can luxury and digital mix?
UnlimitedRare
InstantTimeless
TechnologicalTraditional
Open to allElitist
ARTIST FRANCESCO VEZZOLI WITH AMO (THE THINK TANK OF REM KOOLHAAS'S OMA STUDIO) THE PRADA '24 H MUSEUM'
CollaborativeAuthoritarian
EIGHT DIGITAL DIRECTIONS4
Luxury online
Brands that express themselveswith a freedom they’ve never known
before and that are attracting the loyalty of a new kind of customer
UNIDENTIFIED DIGITAL OBJECTSor viral Brand Content
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UNIDENTIFIED DIGITAL OBJECTSor viral Brand Content
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UNIDENTIFIED DIGITAL OBJECTSor viral Brand Content
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When digital innovationsets pulses racing among
internet users
TECHNOLOGY & EMOTIONthe digitalisation of feelings
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TECHNOLOGY & EMOTIONthe digitalisation of feelings
TIFFANY & CO, WHATMAKESLOVETRUE.COM
2
Playing games asa vector for communication and
social sharing
SOCIAL GAMINGthe digital world – a unique playground
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SOCIAL GAMINGthe digital world – a unique playground
3
BREITLING RENO AIR RACES
SOCIAL GAMINGthe digital world – a unique playground
3
SPORTS CAR CHALLENGE VOLKSWAGEN CHINA
SOCIAL GAMINGthe digital world – a unique playground
3
SPORTS CAR CHALLENGE VOLKSWAGEN CHINA
MITSUBISHI OUTLANDER VIRTUEL DRIVE
SOCIAL GAMINGthe digital world – a unique playground
3
SOCIAL GAMINGthe digital world – a unique playground
3
AUDI 2012 SUPERBOWL FACEBOOK GAME
The digital world is not merely a medium, it is a place
GOING FROM LIKE TO SHAREthe new challenge for brands
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«Today’s brands have to reach everybody,not just a handful of people
who look down on everyone else»
GOING FROM LIKE TO SHAREthe new challenge for brands
4
Christopher Bailey,Burberry Chief Creative Officer
8 DECEMBER 2011, LIBÉRATION NEXT
GOING FROM LIKE TO SHAREthe new challenge for brands
4
CHRISTOPHER BAILEY THANK YOU VIDEO ON FACEBOOK4
GOING FROM LIKE TO SHAREthe new challenge for brands
4
GOING FROM LIKE TO SHAREthe new challenge for brands
4
GOING FROM LIKE TO SHAREthe new challenge for brands
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BURBERRY, A SOCIAL MISFIT (SOURCE L2)
GOING FROM LIKE TO SHAREthe new challenge for brands
4
PORSCHE, L’ART DE DIRE «MERCI !»
NOW WE MUST IMAGINE THE USER-EXPERIENCE AND BECOME
DIGITAL CONSUMERS
FROM ATAWAD TO SOLOMOthe digital journey
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Any Time, Any Where, Any Device
FROM ATAWAD TO SOLOMOthe digital journey
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FROM ATAWAD TO SOLOMOthe digital journey
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NEW CHAUMET SITE
FROM ATAWAD TO SOLOMO5
SOcial, LOcal, MObile
WEB
SOCIAL MOBILE
LIVE - INTERACTIFCOLLABORATIVE
GEOLOCATION
FROM ATAWAD TO SOLOMOthe digital journey
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AMBLE CITY GUIDE MOBILE SOCIAL VUITTON
FROM ATAWAD TO SOLOMOthe digital journey
5
AMBLE CITY GUIDE MOBILE SOCIAL VUITTON
REKINDLING THE MAGICOF THE CUSTOMER JOURNEY
FROM E-SHOP TO FEEL-SHOPinventing a ritual for digital sales
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FROM E-SHOP TO FEEL-SHOPinventing a ritual for digital sales
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ERMENEGILDO ZEGNA IPAD STORE
FROM E-SHOP TO FEEL-SHOPinventing a ritual for digital sales
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THEWATCHAVENUE ONLINE STORE
FROM E-SHOP TO FEEL-SHOPinventing a ritual for digital sales
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BURBERRY BESPOKE TRENCH STORE
FROM E-SHOP TO FEEL-SHOPinventing a ritual for digital sales
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LOUIS VUITTON FACEBOOK 360° FASHION SHOW
FROM E-SHOP TO FEEL-SHOPinventing a ritual for digital sales
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LOUIS VUITTON FACEBOOK 360° FASHION SHOW
KNOWING HOW DIGITALCAN PROMOTE KNOW-HOW
THE ART OF TELLING A PRODUCTintroducing excellence through interactive
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THE ART OF TELLING A PRODUCT introducing excellence through interactive
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THE ART OF TELLING A PRODUCTintroducing excellence through interactive
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A DOCUMENTARY DIRECTED BY FRÉDÉRIC LAFFONT AND ISABELLE DUPUY-CHAVANAT
ELIMINATING THE BORDERSBETWEEN THE REAL AND THE
VIRTUAL TO SURPRISE CUSTOMERSAND PROVIDE BETTER SERVICE
IN-STORE & ONLINEfrom ‘call to click’ to ‘drive to buy’
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IN-STORE & ONLINEfrom ‘call to click’ to ‘drive to buy’
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CISCO VIRTUAL CHANGING ROOM
DIESEL FACEBOOK CAM
IN-STORE & ONLINEfrom ‘call to click’ to ‘drive to buy’
8
PULL&BEAR INTERACTIVE SCREEN
IN-STORE & ONLINEfrom ‘call to click’ to ‘drive to buy’
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BURBERRY IPAD INSTORE FASHION SHOW
IN-STORE & ONLINEfrom ‘call to click’ to ‘drive to buy’
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IN-STORE & ONLINEfrom ‘call to click’ to ‘drive to buy’
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HOLOSCREEN PUSHKIN MUSEUM OF FINE ARTS IN MOSCOW
THANKS
L U X U R Y T R E N D W A T C H
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L U X U R Y T R E N D W A T C H
F E B R U A R Y 2 0 1 2
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