LUXURY & DIGITALor the alchemy of paradoxes

L U X U R Y T R E N D W A T C H

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LUXURY & DIGITALor the alchemy of paradoxes

L U X U R Y T R E N D W A T C H

#1

L U X U R Y T R E N D W A T C H

#1

WHAT IS TRENDWATCH?2

LUXURY & DIGITAL: THE ALCHEMY OF PARADOXES3

EIGHT DIGITAL DIRECTIONS4

LET’S TALK5

WHO ARE WE?1

LUXURY & DIGITALor the alchemy of paradoxes

T H E L U X U R Y T R E N D W A T C H

WHO ARE WE?1

Fullsix and the new R.O.I.-ism

• 1,000 employees

• Best independent agency of 2011

• International coverage

• E-commerce, CRM, social media, mobile, studies, design

• Understanding the digital-minded, net-using consumer

WHO ARE WE ?1

Fullsix and the new R.O.I.sm

«Welcome to the digital era.Time seems to be accelerating, and we

see our society transforming before our eyes so quickly that any look

backward gives us vertigo»

WHO ARE WE?1

Fullsix and the new R.O.I.sm

Marco TinelliFounder of the Fullsix agency

Our references in the luxury sector

CHAUMET SITE PACO RABANNE SITEBULGARI SITE

SITE BULGARU

SAC MISS DIOR SITE DIORSKIN SITE DIOR ADDICT SITE

WHAT IS TRENDWATCH?2

Decoding the key digital trends

THE ALCHEMY OF PARADOXES3

Can luxury and digital mix?

THE ALCHEMY OF PARADOXES3

Can luxury and digital mix?

Brands that have long mistrusted the digital world…

Timeless

Rare

Traditional

Elitist

Authoritarian

Instant

Unlimited

Technological

Open to all

Collaborative

THE ALCHEMY OF PARADOXES3

Can luxury and digital mix?

UnlimitedRare

InstantTimeless

TechnologicalTraditional

Open to allElitist

ARTIST FRANCESCO VEZZOLI WITH AMO (THE THINK TANK OF REM KOOLHAAS'S OMA STUDIO) THE PRADA '24 H MUSEUM'

CollaborativeAuthoritarian

EIGHT DIGITAL DIRECTIONS4

Luxury online

Brands that express themselveswith a freedom they’ve never known

before and that are attracting the loyalty of a new kind of customer

UNIDENTIFIED DIGITAL OBJECTSor viral Brand Content

1

UNIDENTIFIED DIGITAL OBJECTSor viral Brand Content

1

UNIDENTIFIED DIGITAL OBJECTSor viral Brand Content

1

When digital innovationsets pulses racing among

internet users

TECHNOLOGY & EMOTIONthe digitalisation of feelings

2

TECHNOLOGY & EMOTIONthe digitalisation of feelings

TIFFANY & CO, WHATMAKESLOVETRUE.COM

2

Playing games asa vector for communication and

social sharing

SOCIAL GAMINGthe digital world – a unique playground

3

SOCIAL GAMINGthe digital world – a unique playground

3

BREITLING RENO AIR RACES

SOCIAL GAMINGthe digital world – a unique playground

3

SPORTS CAR CHALLENGE VOLKSWAGEN CHINA

SOCIAL GAMINGthe digital world – a unique playground

3

SPORTS CAR CHALLENGE VOLKSWAGEN CHINA

MITSUBISHI OUTLANDER VIRTUEL DRIVE

SOCIAL GAMINGthe digital world – a unique playground

3

SOCIAL GAMINGthe digital world – a unique playground

3

AUDI 2012 SUPERBOWL FACEBOOK GAME

The digital world is not merely a medium, it is a place

GOING FROM LIKE TO SHAREthe new challenge for brands

4

«Today’s brands have to reach everybody,not just a handful of people

who look down on everyone else»

GOING FROM LIKE TO SHAREthe new challenge for brands

4

Christopher Bailey,Burberry Chief Creative Officer

8 DECEMBER 2011, LIBÉRATION NEXT

GOING FROM LIKE TO SHAREthe new challenge for brands

4

CHRISTOPHER BAILEY THANK YOU VIDEO ON FACEBOOK4

GOING FROM LIKE TO SHAREthe new challenge for brands

4

GOING FROM LIKE TO SHAREthe new challenge for brands

4

GOING FROM LIKE TO SHAREthe new challenge for brands

4

BURBERRY, A SOCIAL MISFIT (SOURCE L2)

GOING FROM LIKE TO SHAREthe new challenge for brands

4

PORSCHE, L’ART DE DIRE «MERCI !»

NOW WE MUST IMAGINE THE USER-EXPERIENCE AND BECOME

DIGITAL CONSUMERS

FROM ATAWAD TO SOLOMOthe digital journey

5

Any Time, Any Where, Any Device

FROM ATAWAD TO SOLOMOthe digital journey

5

FROM ATAWAD TO SOLOMOthe digital journey

5

NEW CHAUMET SITE

FROM ATAWAD TO SOLOMO5

SOcial, LOcal, MObile

WEB

SOCIAL MOBILE

LIVE - INTERACTIFCOLLABORATIVE

GEOLOCATION

FROM ATAWAD TO SOLOMOthe digital journey

5

AMBLE CITY GUIDE MOBILE SOCIAL VUITTON

FROM ATAWAD TO SOLOMOthe digital journey

5

AMBLE CITY GUIDE MOBILE SOCIAL VUITTON

REKINDLING THE MAGICOF THE CUSTOMER JOURNEY

FROM E-SHOP TO FEEL-SHOPinventing a ritual for digital sales

6

FROM E-SHOP TO FEEL-SHOPinventing a ritual for digital sales

6

ERMENEGILDO ZEGNA IPAD STORE

FROM E-SHOP TO FEEL-SHOPinventing a ritual for digital sales

6

THEWATCHAVENUE ONLINE STORE

FROM E-SHOP TO FEEL-SHOPinventing a ritual for digital sales

6

BURBERRY BESPOKE TRENCH STORE

FROM E-SHOP TO FEEL-SHOPinventing a ritual for digital sales

6

LOUIS VUITTON FACEBOOK 360° FASHION SHOW

FROM E-SHOP TO FEEL-SHOPinventing a ritual for digital sales

6

LOUIS VUITTON FACEBOOK 360° FASHION SHOW

KNOWING HOW DIGITALCAN PROMOTE KNOW-HOW

THE ART OF TELLING A PRODUCTintroducing excellence through interactive

7

THE ART OF TELLING A PRODUCT introducing excellence through interactive

7

THE ART OF TELLING A PRODUCTintroducing excellence through interactive

7

A DOCUMENTARY DIRECTED BY FRÉDÉRIC LAFFONT AND ISABELLE DUPUY-CHAVANAT

ELIMINATING THE BORDERSBETWEEN THE REAL AND THE

VIRTUAL TO SURPRISE CUSTOMERSAND PROVIDE BETTER SERVICE

IN-STORE & ONLINEfrom ‘call to click’ to ‘drive to buy’

8

IN-STORE & ONLINEfrom ‘call to click’ to ‘drive to buy’

8

CISCO VIRTUAL CHANGING ROOM

DIESEL FACEBOOK CAM

IN-STORE & ONLINEfrom ‘call to click’ to ‘drive to buy’

8

PULL&BEAR INTERACTIVE SCREEN

IN-STORE & ONLINEfrom ‘call to click’ to ‘drive to buy’

8

BURBERRY IPAD INSTORE FASHION SHOW

IN-STORE & ONLINEfrom ‘call to click’ to ‘drive to buy’

8

IN-STORE & ONLINEfrom ‘call to click’ to ‘drive to buy’

8

HOLOSCREEN PUSHKIN MUSEUM OF FINE ARTS IN MOSCOW

THANKS

L U X U R Y T R E N D W A T C H

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L U X U R Y T R E N D W A T C H

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