Professional Documents
Culture Documents
Marie Tupot
twitter: @mtupot
Tim Stock
twitter: @timstock
what is luxury?
In the 14th century, luxury was originally a pejorative word, denoting sinful self-indulgence.
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luxury
Soho, NY
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borrowed money
value bubbles
Recession (arete) was paramount. pursuit of excellence reveals fallacies such recession has left us acutely aware ofand intelligence. The aspiration required effort, discipline the fallacies
of finance and the need for sustainability.
connecting brands to culture
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transparency
loss of control
recasting assumptions
spotlighting ironies
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We need to reboot our perspective to manage and grow luxury brands going forward...
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motive
story
trajectory
what if...
we were to ban the word? (china has)
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Take away the logo, the licensing and the hubris and ask yourself...
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do you still have a compelling luxury product that will stand up to todays consumers?
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knowledge
it engages the human
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we must engage...
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knowledge
involvement authenticity sustainability
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we must engage...
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Cultures drive the meaning incited by their specific involvement with certain codes inherent in the brand.
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rank Perfection
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freedom
Guilt
The compass for luxurys new codes of meaning.
These four codes reflect polarities of meaning and reflect a sense of how brands must balance the realities of how culture shapes their relevance.
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the last bastions of conspicuous consumption.
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1980s 1980s
Wall Street (1987)
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1990s
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1990s
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Todays superrich no longer imitate a pseudoaristocratic lifestyle with horse prints on the wall. Now, you better have a Koons and a Hirst or youre going to look provincial. -Tobias Meyer, Sothebys principal auctioneer
(excerpted from an interview by Kelly Crow, published in the WSJ Magazine, April 2011)
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No gifts, please. Britians Prince William & Princess Kate opted for charitable donations in lieu of wedding gifts. The couple selected five causes.
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A major new Vertu launch is planned for late 2011, along with a new targeted service that will complement its hot button concierge service.
pursuit of excellence (arete)intangibles. Stealth activates was paramount. such things we crave most are not discipline and we can see The aspiration required effort, always what intelligence.
and touch.
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Perfection
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Over a nine-year period, Chanel bought seven of the most specialized ateliers in Paris, many in operation for more than 150 years, ensuring both the survival of a dying industry and the continuation of the house's own couture techniques. (source: WSJ)
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Troon Golf, Waterstudio.NL and Dutch Docklands have announced plans to build an 18-hole floating golf course in the Maldives islands. Its intended to have zero footprint.
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In 2010's Oscar-nominated "I Am Love," the visually luxuriant tale of a wealthy Milanese family in the surrounds of their tapestried villa, foodand precisely the dishes created for the film by Italian chef Carlo Craccois not a cursory detail. (source: WSJ)
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we are forced to reflect on our consumption in ways we have never done before.
Guilt
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Rethinking power.
power, for luxury, has been communicated as arrogance that exacerbate tensions between rich and poor or secular and religious. we now seek power that enables change.
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Reclaiming origins.
The new message for luxury is about reconnecting to the source and building back in the human part of the story.
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Two New York culinary refugees set up a rustic cocina called Hartwood in Tulum, Mexico, using local meats, seafood and produce cooked in an outdoor open kitchen.
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photo: ubierna.andres
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The shift away from flash has helped Chloe become one of the Swiss luxury goods company Richemont Groups fastest-growing labels in China, its CEO said. (source: Luxury Trends) Korean music group Wonder Girls attend Chlo's 5th anniversary celebrations in Shanghai
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Britain's Prince Charles has been trying to set a good example by reducing the carbon footprint of his transportation fleet. He had his Range Rover and Jaguar converted to run on biodiesel. His vintage Aston Martin was converted to run on surplus British wine by having it distilled into ethanol.
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At the Blue Pearl Laguna yoga ashram, guests are served a calorie-restricted vegetarian diet and no alcohol, caffeine or refined sugars.
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freedom
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Dolce & Gabbana recently announced that it is folding its younger, less expensive D&G brand into its high-end line. (source: Wall Street Journal)
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If we did it in New York or Los Angeles I don't think we'd be able to work in secret." --Madonna talks about her Hard Candy gym in Mexico City.
The Council of Fashion Designers of America recently supported congressional efforts to formulate protection specific to fashion designs.
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BurdaStyle believes that removing copyrights from its sewing pattern designs inspires creativity and spawns multiple new designs. Even Karl Lagerfeld has submitted unique patterns.
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Mexico City
the standards we set for the brands we manage are meaningless unless they are believable
to the people who engage them.
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we must engage the human truths to allow the scenes we build to work most effectively.
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Inception (2010)
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thank you.
Marie Lena Tupot marielena@scenariodna.com Tim Stock timstock@scenariodna.com
twitter: @mtupot twitter: @timstock
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