Luxury Brands- Deepak Ohri

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1、LuxuryinturbulenttimesRedefiningLuxuryHospitalityDeepakOhri,CEOshiftsinluxuryindustry•Brandextensions•Experienceoverproduct.Emphasisonqualitymorethanever•Takingluxurytotheinternet•TherearenewmarketsforluxurybeyondEurope,AmericasandJapan•ShiftinCommunicationSource(partial):AbramRese

2、arch,May2009howdowedefineexperience?ExperiencebestdefinedtoAspirationalconsumers•Whoarethesepeople,andhowdotheydefineorREdefineluxury?aspirationalbuyers•Secondtierluxuryconsumers•Represents60%–75%percentofthe$225billiongloballuxurymarketSource:strategy+businessbrandextensions•Newbr

3、andsdonotaddresscustomerneeds•Who’sgettingitright:TheGreatIndependents-OppositeHouse(Beijing)-ImperialHotel(NewDelhi)-BeauRivage(Geneva)-lebua(Bangkok,Rotorua)•EMOTIONALCONNECTIONisthekeyluxuryisinexperience,notinproductSource:McKinseyreport‘LuxuryGoodsinJapan,Momentarysighorlongsa

4、yonara?’May2009lookingbeyondEurope,USandJapan..ISource:McKinseyreport‘LuxuryGoodsinJapan,Momentarysighorlongsayonara?’May2009lookingbeyondEurope,USandJapan..IIdeclininggrowthrateofluxuryindustryinJapanSource:McKinseyreport‘LuxuryGoodsinJapan,Momentarysighorlongsayonara?’May2009look

5、ingbeyondEurope,USandJapan..IIIluxurybrandseyeChinaSource:BCGreport‘China’sLuxuryMarketinapost-land-rushera’Sep2009emergingmarkets•GrowthinChina,SouthAsiaandCentralAsiamaycauseAsiatoovertakeEuropeandtheAmericasasthelargestgloballuxurymarketregion•Asia'sdiversity(morethan15countries

6、,morethan300cities,andmorethan50millionconsumers)willstretchluxurybrands'marketingandsupplychaincapabilitiesSource:BainandCompanypreparingforthenextwave•Increasingdemandinemergingmarketsforluxurygoodsexpectedtodoublethesizeoftheluxuryretailsmarketoverthenext10years•BRIC’sshareofthe

7、globalluxurymarket2009:30%2020:50%•China’sluxurymarketispacingtobeworld’snumber1in20152009:$9.4billion2010:$14.6billionSource:strategy+businessquestionis…doemergingmarketspossesstherightmindsetandculturetoembraceluxurybrands?shiftincommunication–riseofdigitalchannels•Traditionallux

8、urybrandswillFads:dramatic