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THE NEW CULTURE OF LUXURY

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A piece I wrote for a talk on The New Culture of Luxury. Exploring how modern brands, platforms, and ideas are influencing the fashion and luxury category.

Published in: Marketing
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THE NEW CULTURE OF LUXURY

  1. 1. THE NEW CULTURE OF LUXURY Mike Karam Head of Digital and Integrated Strategy, Laird + Partners @mikekaram
  2. 2. TODAY, MODERN FASHION AND LUXURY BRANDS CAN’T COMPETE BASED ON AN ASPIRATIONAL IMAGE AND PRODUCT OFFERING ALONE
  3. 3. Louis Vuitton LV Foundation Burberry Digitally Integrated Flagship Store Kenzo Interactive Windows THERE IS A NEW CULTURE OF LUXURY EMERGING, AS MODERN BRANDS ARE BEING DEFINED BY IDEAS AND EXPERIENCES
  4. 4. NEW PLATFORMS, NEW TECHNOLOGY, NEW PRODUCTS, AND ULTIMATELY NEW BEHAVIORS ARE RE-SHAPING THE DEFINITION OF LUXURY Net-A-Porter Modern Retail Airbnb Modern Travel Apple TV Modern Content Uber Modern Transportation
  5. 5. IN A CATEGORY ONCE DEFINED BY CULT STATUS, A CULT IS NO LONGER ENOUGH FOR FASHION AND LUXURY BRANDS TO RELY ON
  6. 6. Net-A-Porter Modern Retail Airbnb Modern Travel Apple TV Modern Content Glossier Culture in Beauty Acne Culture in Fashion Warby Parker Culture in Eyeware IN THE NEW CULTURE OF LUXURY, YOU CAN’T HAVE A CULT WITHOUT A CULTURE FOR PEOPLE TO PARTICIPATE IN Aēsop Culture in Skincare
  7. 7. CREATION STORY CODES ICONS RITUALS SACRED WORDS all cultures come with a story attached core principles, beliefs, mission, purpose ownable actions, behaviors meaningful sights, symbols ownable words, phrases LEADER the face, the innovator VISUAL LANGUAGE consistent visual story, from content to context NON-BELIEVERS to have a yin of believers, there must be a yang of non-believers THE TENETS OF A CULTURE
  8. 8. Burburry Apple Music Channel Google Project Jacquard Prada Customization at Scale Tesla Interactive Dealership CULTURE IS WHAT FUELS IDEAS, INNOVATION, EXPERIENCES, AND PARTICIPATION - AS THE CONVERSATION SHIFTS FROM THE LIMITS OF LUXURY, TO THE LICENSE OF LUXURY
  9. 9. WHERE BRANDS ARE ON A RELENTLESS PURSUIT OF IDENTITY AND HAVE THE LICENSE TO ESCAPE THE ORDINARY, CONSTANTLY SURPRISING AND EXPANDING THE BRAND NARRATIVE Celine Joan Didion’s Collaboration Saint Laurent Joni Mitchell Collaboration
  10. 10. Burburry LFW Snapchat Preview Prada “Postman Dreams” Film Hermes x Apple Apple Watch Michael Kors Contextual Commerce CREATING DESIRE THROUGH MULTI-LAYERED, MULTI-CHANNEL STORYTELLING, LEANING INTO THE VISUAL AND EMOTIONAL CODES OF FASHION AND LUXURY AS DESIGN AND TECHNOLOGY INTERSECT
  11. 11. THE NEW CULTURE OF LUXURY IS HERE. WHERE BRANDS HAVE THE LICENSE TO SURPRISE AND CREATE, WHERE IDEAS AND EXPERIENCES DEFINE THE NEW CURRENCY, AND WHERE MODERN BRANDS MUST CREATE A PLATFORM FOR PARTICIPATION
  12. 12. Mike Karam Head of Digital and Integrated Strategy, Laird + Partners @mikekaram

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