THE NEW CULTURE OF LUXURY Mike Karam Head of Digital and Integrated Strategy, Laird + Partners @mikekaram

TODAY, MODERN FASHION AND LUXURY BRANDS CAN’T COMPETE BASED ON AN ASPIRATIONAL IMAGE AND PRODUCT OFFERING ALONE

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

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

IN A CATEGORY ONCE DEFINED BY CULT STATUS, A CULT IS NO LONGER ENOUGH FOR FASHION AND LUXURY BRANDS TO RELY ON

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

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

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

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

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

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

Mike Karam Head of Digital and Integrated Strategy, Laird + Partners @mikekaram