Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Download
Standard view
Full view
of .
Look up keyword
Like this
5Activity
0 of .
Results for:
No results containing your search query
P. 1
L2_luxury2010digitaliq

L2_luxury2010digitaliq

Ratings: (0)|Views: 82|Likes:
Published by Sarah Bastien

More info:

Published by: Sarah Bastien on Feb 13, 2011
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PDF, TXT or read online from Scribd
See more
See less

10/23/2013

pdf

text

original

 
A Think TAnk 
 
 f  
or 
DiGiTAL innOVATiOn
© L2 2010L2TTa.com
OCTOBER 12, 2010
SCOTT GALLOWAYNYU Stern
Luury
 
11.05.10The Morgan LibraryNYC
SUkhinDER SinGh CASSiDY 
CEO,
 Polyvore
 “Curatg Luury Ole”
DAViD YERMACk 
 Professor,
 NYU Stern
 “Te Frst Lady halo Effect”SCOTT GALLOWAY 
 Founder,
 L2
 “Te Year  Luury”BEn SiLBERMAnn
Co-Founder,
 Pinterest.com
 “Brads ad te EverydayTastemaer”kAThLEEn TAYLOR
CEO
, Four Seasons Hotels& Resorts
 “Servce (2.0)”JEnn hYMAn & JEnnY FLEiSS
Co-Founders,
Rent the Runway
Demo: Ret te RuwaySORAYA DARABi
Co-Founder,
Foodspotting
 “how Your Brad Ca LeverageMoble Locato Servces”MAUREEn MULLEn
L2
 “Results ad isgts from teLuury 2010 Dgtal iQ ide”GARY VAYnERChUk 
 Founder & Host,
Wine Library TV
 “Te Ta You Ecoomy”DOUG GUThRiE
 Dean,
The GW School o Business
 “Ca: Te Greatest Opportutyfor Luury Brads”SCOTT DADiCh
Creative Director,
Wired 
Magazine
 “After Magazes”PETER hEnRY 
 Dean,
NYU Stern
Welcome &Opeg RemarsMikE LinGLE
 SVP Sales & Strategy,
 Sales Graphics
Demo: Sales GrapcsAnAnD GiRiDhARADAS
 Journalist & Scholar 
,New York Times
 “Developg a Dgtal Plosopy”DAViD McCAnDLESS
 Author & Designer 
 “iformato s Beautful”AnDY DUnn
CEO,
 Bonobos
 “Customer-Cetrc e-Commerce”LUkE WiLLiAMS
Creative Director,
Frog Design;
  Adjunct Professor,
NYU Stern
 “Dsrupto”ShEEnA iYEnGAR
 S.T. Lee Professor of Business,
 Columbia University
 “Te Art of Coosg”ASWATh DAMODARAn
 Professor of Finance,
 NYU Stern
 “Valug Your Brad”JiM McDOWELL
Vice President,
 MINI
 “Te At-Luury Brad”iMRAn AMED
 Founder & Editor,
 Business o Fashion
 “Meda & Luury”FRAnS JOhAnSSOn
 Author, Speaker, & Entrepreneur 
 “Te Medc Effect”
 
On November 5, L2 and NYU Stern will host the second annualInnovation Forum at The Morgan Library in New York City.The ull-day event will address innovation in digital marketingand implications or prestige brands.
Elements:
 
Combining education and entertainment to inspire and enlighten, the Forumwill eature:
Breatroug researc 
benchmarking brands’ digital marketing eorts
 Provocatve presetatos 
rom thought leaders in industry and academia
 O-stage coversatos 
with prestige brand executives
 networg 
with senior executives rom iconic brands
FORUM:
Innovation 2010
The Largest Gathering of Prestige Executives in North America
Speaers:
 
© L2 2010L2TTa.com
3
Want to now more about your brand’s raning?
DiGiTAL iQ
 Index 
:
Luury
Luxury’s New Leaders
 A lot has changed since the September 2009 release o theLuxury Digital IQ Index
®
. Only two o the “Genius” brands romthat Index managed to hold on to their Genius standing—Louis Vuitton and Ralph Lauren. Newcomers Coach, Gucci, HugoBoss, Burberry and Dolce & Gabbana have made signicantinvestments o capital and leadership: enhancing their sites,growing and engaging their social media audiences and reach-ing customers on edge o the network smart phones and iPads.In the past year, seven brands in the Index have launchede-commerce. The top ten brands on Facebook each boastcommunities more than hal a million strong and grew their“like” base an average 263 percent year over year. Foursquare,at technology’s bleeding edge, has ignited industry interestwith Marc Jacobs and Jimmy Choo piloting two o the plat-orm’s rst marketing initiatives.
inTRODUCTiOn
Luxury Roars Back 
Ts year’s “t” product was ot a adbag or watc, but ovatve socal meda tatves.
  Ater suering industry-wide revenue declines o eight percent in 2009
1
, luxury rms realized that doingwhat they had done was not going to get them what they had gotten.Many turned online, in search o incremental revenue and greater return rom precious marketing dollars.Programs such as Burberry’s
 Art of the Trench
, Gucci’s
Digital Flagship
, and Tiany’s
Engagement RingFinder 
have cast a spell on the luxury press scoring millions in earned media impressions and inusing theseheritage-heavy brands with innovation. As the industry rebounds, top brands remain locked in a virtualarms race to acquire customers, ans and ollowers online.
Stand Stll at Your Own Perl
 Although many have embraced online and are starting to reaprewards, many industry icons have been caught fat-ooted. Amidst gray market concerns, countereit ears, and a generalhope that “the whole Internet thing will go away,” the Watch &Jewelry category appears paralyzed, posting an average IQo just 79. Prada, Dior, Cartier, and Rolex all notched “Gited”rankings last year, buoyed by tremendous ofine brand equity.In contrast, this year, limited investment in digital and a lack oleadership have relegated them to “Average” and “Challenged”status in the Index.
Opportuntes Reman Untapped
Even luxury’s digital leaders have room or improvement. Noneo the 72 brands in the Index employ user reviews, only threeboast live chat capability, and just two have incorporated theFacebook “like” button—all proven methods o driving trac
1. “Luxury Goods Worldwide Market Study,” Bain & Company, April 2010

Activity (5)

You've already reviewed this. Edit your review.
1 thousand reads
1 hundred reads
Sarah Bastien liked this
Amna Bojic liked this
Sarah Bastien liked this

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->