CHAUMET’s Post

Redefining Brand Engagement in Luxury: Prada Group In the world of luxury, the concept of brand experience is undergoing a significant transformation. The modern luxury consumer is looking for more than product; they are seeking immersive experiences that reflect the brand’s core values and aesthetic. This shift towards experiential marketing is a strategic move to deepen customer engagement and elevate brand loyalty. Consider the Prada Café in London, which offers a sophisticated space that extends the brand's identity. Similarly, Prada’s pop-up at Selfridges corner shop, it's a curated experience that showcases the brand's innovative spirit and commitment to exclusivity. These initiatives exemplify how luxury brands are effectively using experiential strategies to connect with their clients on a more personal level. By integrating lifestyle elements that resonate deeply with their clientele, brands like Prada are not just selling products—they are crafting memorable encounters that reinforce their market position and enhance consumer loyalty. As we look ahead, the ability of luxury brands to innovate while maintaining the exclusivity of these experiences will be key to their ongoing success. The focus is clear: create engaging, unique brand experiences that invite consumers into a meticulously crafted world. https://lnkd.in/eSBsc9bV #BrandExperience #Luxury #CustomerEngagement #Prada #MODUM

Before you embark on designing your store displays, it's crucial to understand your brand's aesthetic. #Luxury brands are built on distinct aesthetics, values, and stories. Your #visualmerchandising should align seamlessly with your #brand #identity to create a coherent #experience for #customers Explore the brilliant work of Louis Vuitton Hermès Van Cleef & Arpels Apple CHANEL Prada Group in this blog. #luxurylearnings #dubai #retail #luxuryretail #training #artoftraining https://lnkd.in/dfxRjTRA

The Hermès Experience: More Than Just a Purchase #Luxury goes beyond the product itself. #Hermès understands this and creates a truly immersive customer experience. Exquisite Boutiques: Each Hermès store is meticulously designed to reflect the brand's heritage and offer a personalized shopping journey. Exceptional Customer Service: Trained associates provide in-depth product knowledge and prioritize exceeding client expectations. Storytelling Through Design: Visual merchandising showcases the artistry behind Hermès products, creating a captivating ambiance for discerning clientele. Digital Innovation for Modern Consumers: Hermès offers a seamless online shopping experience while maintaining its exclusive #brand image. By prioritizing client satisfaction and fostering emotional connections, Hermès elevates the shopping experience to an art form. #LuxuryRetail #CustomerExperience #opulexmarketing

Inside LVMH I had the opportunity to learn and discover the key fundamentals of the luxury industry from the World’s number 1 Luxury leader LVMH with a course on Creation & Branding, Retail & Customer Experience. I had the opportunity to learn various aspects of a luxury business from branding and design to operations and supply chain. The course provided valuable insights into their diverse marketing strategies and emphasized the significance of heritage alongside the customer experience, which is integral to their success. Eight-week learning path about the fundamentals of the luxury industry through different modules: - LVMH and the Luxury Industry - Luxury and Sustainability - Retail & Customer Experience - Creation & Branding - Operations & Supply Chain "Whatever you do in life, do it with passion." – Christian Dior #lvmh #insidelvmh #insidelvmhcertificate #lvmhcertificate #luxuryworld #luxuryfashion

I’m currently writing the next edition of the 2Jour Sunday Gazette, obviously reflecting on yesterday’s LVMH revenue report. This edition will include a #luxury giant results, that were worse than expected in most negative forecasts and my personal opinion on possible steps, including marketing strategies, to address the current, dare I say, crisis. Thinking on this topic brought me back to where I initially began writing on this page—the Loro Piana scandal. I often revisit this issue (I mentioned it again last week in light of the brand CEO’s comment here: https://lnkd.in/d9qTNn_x), partly because it remains one of the most viewed topics on my website, and I regularly analyze the traffic. Then came the Christian Dior Couture scandal, which I also wrote about (here: https://lnkd.in/dT3SVjRs). Although both brands belong to the LVMH group, I believe their impact is much broader than just these two names. The vicuña scandal, for example, did not affect Loro Piana’s sales—a niche brand with a relatively small, loyal customer base and little appeal to aspirational customers who mainly sought loafers and branded caps. Nevertheless, it raised doubts about what the #luxury industry declares as its core values. Similarly, the #Dior scandal over the €58 handbags challenges the image that the luxury sector has delicately crafted to justify its prices. That image and declaration are based on quality and values. Today, customers who previously aspired to luxury are now asking themselves, “Do I still want to be associated with this narrative? Is it worth it? Surely, such practices are similar to those of any other luxury brand.” At the time, LVMH never addressed the emerging questions, limiting their response to simply stating that the accusations were false. In my opinion, this was a failure in #PR and crisis communication. Now, these unresolved questions are turning into persistent beliefs that invest into dragging the industry down. Only those who, in addition to having #marketing budgets and beautiful stories, also have answers to uncomfortable questions will grow or even survive. #fashion

In an era where experience reigns supreme, luxury fashion brands are transforming their brick-and-mortar shops into immersive sanctuaries for branded hospitality and exclusive cultural activations. Today, we're studying the likes of JACQUEMUS, Bottega Veneta, and Dior. Offering their most valued customers unparalleled access to curated events and bespoke experiences, the boundaries of luxury retail are evolving past the traditional storefront. Designed to enhance customer loyalty, high fashion meets high-touch services and holistic lifestyle destinations that go beyond shopping. As some of the biggest brands redefine experiential branding, we are witnessing a pivotal shift in the consumption of luxury, where the value lies in unforgettable experiences as much as in the products themselves. See our roundup of some compelling examples of a trend showing no signs of slowing down. 

I have read so many articles about the “Comeback of Retail” or “The Resurgence of Physical Retail” that is must be true. Trends just take time to travel to Finland😬. But retail is coming back different, with focus on experience - retail stores are coming experimental spaces that bring people together. It is an opportunity to showcase the brand in all it’s glory and offer more creative, bespoke and engaging experiences. Prada’s Chair Patrizio Bertelli described Prada’s strategy: “The vision is to bring together Prada’s many facets - clothing, accessories, food, art - under a single roof, combining them as part of one large immersive experience. In Paris, I visited recently inaugurated iconic and trendy YSL venue. And no, it's not a new luxury ready-to-wear boutique but rather a unique cultural experience where fashion meets art in all its forms. Named Saint Laurent Babylone, this new hybrid spot is halfway between a bookstore, an art gallery, and a record store (see picture). And there are more examples, not only from luxury retail. It’s about the shopping experience and consumer engagement. But a point to remember is that in the world of retail, it’s all about people. #retail #instoreexperience #experimentalshopping #resurgenceofphysicalretail

Over the past decade, we have seen #consumers are shifting their spending toward #experiences, such as #travel, #dining, and #wellness. Thus, #luxury #brands also need to offer special “experience” in the #retail environment beyond just a place to sell “products”, but create A reason to visit physical stores. Otherwise it is too difficult to compete with #online shopping in this #digital generation. We see so many retailers are closing down their business in the recent years. Now I recall, LVMH has already started to invest in #hospitality sector, #realestates and managements were talking about #experiencemarketing and #cityplanning at the meetings when I was working for LVMH Watches & Jewelry as a marketing and PR manager more than 10 years ago. As a result, now we see Louis Vuitton boutiques running iconic cafés and restaurants, Bvlgari sells delicious chocolates, Christian Dior Couture expanded its universe to #home & #interior sector, collaborates with luxury hotels to showcase their colorful plates & cutleries and cushions, #domperignon or #krug arranges inspirational and immersive food experience in collaboration with up-coming #artists and star #chefs. Bravo! 👏 To meet these new consumer demands, luxury brands should focus on creating #immersive retail experiences, offering exclusive #VIP services, and #personalized, #bespoke #customerservice Furthermore, I believe it is so crucial for the store staffs to create emotional connections with #VIP customers, to keep their #loyalty to the brands lasting forever beyond generations. Because in the end of the day, I strongly believe “person to person” relationship plays an important role in the luxury business. #experiencemarketing #bespokeservice #luxurybusiness #retailmarketing #lvmhmarketingstrategy #branding #brandequity #brandvalue #marketing #strategy #retailbusiness

Since passion for #fashion has always been in my veins, discovering that LVMH offered the chance to learn more about its world and its Maisons was a challenge I absolutely needed to take! I’m happy to share that I just completed my #INSIDELVMHCertificate, specializing in the following four modules: 1. LVMH & The Luxury Industry 💍 2. Luxury & Society 🌐 3. Creation & Branding 🪡 4. Retail & Customer Experience 🏨 Learning more about the 75 Maisons, such as Louis Vuitton, Christian Dior Couture, Bvlgari, Moët Hennessy, Tiffany & Co., Veuve Clicquot, and Guerlain, helped me discover the different business sectors that #LVMH encompasses.

How is the shift from mass marketing to bespoke experiences redefining the luxury industry? In the latest edition of our Future Forecast series, Associate Experience Director Andrew Bellofatto explores the evolving world of luxury retail in 2024 and asks the question: How are luxury brands connecting with the ultra-rich elite in today's environment? Luxury brands are adjusting their strategies to cater to younger demographics who appreciate haute couture's artistry over fleeting trends. The emphasis on storytelling in luxury retail is now about creating lasting value and legacy, moving away from overt branding towards the richness of the rarefied and unattainable. LVMH and Kering, for example, are focusing on the richest luxury consumers who desire more bespoke service and less marketing – moving away from Instagram-first retail towards exclusive, elusive experiences. "The art of storytelling in luxury retail will emphasise the emotional narrative of legacy and creation of lasting value." Read the full article here and stay tuned for part two: https://lnkd.in/eBQCfPFQ #LuxuryRetail #LuxuryBrands #RetailExperience #RetailInnovation #NewLuxury