Festival of Luxury Marketing | Highlights of the Week
September 2020 saw the inaugural Festival of Luxury Marketing – a week-long, virtual exploration of the post-pandemic luxury customer, and how brands can most effectively reach them. Over 5 days and 15 session, 46 expert speakers shared their expertise, experience and insights with over 500 guests – here are the highlights.
Click the links below to see highlights from each day:
Missed any of the sessions or would like to watch them again? Please click here for your access. Please note, there is a small fee for non-guests to watch the sessions
From a global pandemic to Black Lives Matter, 2020 has dramatically altered customers' needs and expectations of brands and businesses. Day 1 of the Walpole Festival of Luxury Marketing examines how the mindset and priorities of the luxury consumer has changed, what they now want - and expect - from luxury brands, and how brands can reach these ever discerning, and demanding, customers both now and in the future.
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.
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