While Covid-19 may define 2020 (and the decade), Black Lives Matter and issues around sustainability and inclusion are having just as profound an impact on brands. With customers increasingly holding brands to higher standards, Day 5 of the Festival explores how marketeers must communicate a strong sense of brand purpose to be meaningful and authentic to a new socially and environmentally conscious consumer.
The final day of Walpole’s Festival of Luxury Marketing began with Jenny Howard, SVP Strategy at Sunshine, and Anna Bartle, Vice President Corporate Affairs, The Estée Lauder Companies UK & Ireland discussing the increased value of purpose for the new generation of luxury consumers.
Our second session featured Jamie Gill, CEO of ROKSANDA, in conversation with Peter Howarth, who talked us through the challenges facing luxury fashion brands in an intensely disrupted world, and why diversity and inclusion is key to recovery.
To end the day, Walpole CEO Helen Brocklebank and Beatrice Hodgkin, Deputy Editor of How To Spend It discussed purposeful luxury, the more considered consumer and how best to communicate stories with these more contemplative customers.
Luxury has traditionally focused on the in-store and in-person experience, so how has 2020’s shift to digital communication impacted on brands’ relationships with consumers?
Day 2 of the Festival answered this question and more, with a focus on the new ‘language of luxury’: how do we communicate with the luxury consumer now?; plus an exploration of the importance of storytelling and the right tone of voice, and how e-commerce can provide as rich an experience for the luxury customer as the traditional bricks and mortar.
With necessity forcing the world to go rapidly (fully) online during 2020, Day 3 of the Festival set out the new Digital Marketing playbook and the latest innovations in virtual luxury, with lessons from the experts in online retail and marketing; events and experiences; personalisation and clienteling 2.0.
China – always an important market for luxury – has taken on a new significance in 2020. By 2025, the country will account for almost 50% of the global luxury goods market, and has seen one of the quickest – and most robust – recoveries from the crisis. Day 4 of the Festival offers up the chance to learn from experts in the market, and provides details on how to capitalise on the increasingly important Asia surge.
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