Summaries and Reports
Below are summaries and reports published by The Luxury Marketing Council.
L2 Digital IQ Index for China
We are pleased to announce the release of the L2 Digital IQ Index for China, an assessment and ranking of 100 iconic prestige brands according to their digital competence in China. Co-authored by Scott Galloway, L2 Founder and NYU Stern Marketing Professor, and Doug Guthrie, China expert and incoming Dean of the George Washington School of Business, the study scores each brand against more than 100 metrics across site performance, SEO, social media, and digital marketing.
World Wealth Report 2010
This year’s World Wealth Report (WWR) looks at how wealth-management firms are adapting to behavior-driven investing by clients, and are re-evaluating their advisory processes, risk models and service offerings to cater effectively to HNW clients in this new paradigm.
Linking Brand Value to Financial Success in the Luxury Market
Millward Brown and a luxury panel discuss insights from the 2010 ranking of the world's most powerful luxury brands.
CMO Salon: The Direction of PR, November 4th 2009 - Event Summary and Notes
Findings from an intimate morning of idea sharing on the nature of Public Relations' best practices and its future.
Ralph Lauren Partnerships
Research paper by NYU student exploring partnerships by Ralph Lauren.
Collaborations & Partnerships: CARTIER
Research Paper by NYU student exploring partnerships of Cartier.
Collaboration - Bang & Olufsen & Audi
Research Paper by NYU student exploring partnerships of Bang and Olufsen.
Collaborations and Partnerships - Bergdorf Goodman
Research Paper by NYU student exploring partnerships of Bergdorf Goodman.
Rich: The Rise and Fall of American Wealth Culture
Larry Samuel explores how over the last decade, despite the economic downturn, we’ve reached a new plateau in individual and collective prosperity. Obtaining a better understanding of the ultra wealthy – especially now – is one of the greatest challenges and opportunities facing luxury marketers today.
The 2009 Mendelsohn Affluent Survey - exploring the affluent and luxury market
Robert Shullman, President of Ipsos Mendelsohn - one of America's leading media research firms, introduced a valuable new business service for marketers seeking greater insights in to the affluent consumer and the luxury marketplace. With the release of the 2009 Mendelsohn Affluent Survey, Ipsos Mendelsohn will now create insightful business orientated reports that can focus the stores and brands measured in the survey.
Driving down costs, while getting up-close and personal with customers
With the recent economical crisis, it is critical for marketers to deliver real value customers. Mark Angus, the CEO of Innoviate Direct Marketing and One-to-One Interactive Agency, joined us on June 23rd, to present “Driving Down Costs, While Getting Up-Close and Personal with Customers” which zoned in on strategic business tools which, when packaged together, offer organizations the ability to communicate with luxury customers in a personalized manner.
Marketing to Women of Intelligence, Influence and Affluence
Over the next decade, women will control two thirds of consumer wealth in the United States and be the beneficiaries of the largest transference of wealth in our country's history. Estimates range from $12 to $40 trillion. Many Boomer women will experience a double inheritance windfall, from both parents and husband. The Boomer woman is a consumer that luxury brands want to resonate with.
Transcript from a Special Breakfast with Robert Frank - June 10th 2009
A summary of the talk given by best-selling author of "Richistan" at the 21 Club
Winning Edge Series - Sharing Best Practices to Drive Profits
Winning Edge II - STRATEGIES FOR MORE THAN SURVIVAL: The Luxury Marketing Council's Winning Edge Series, held on January 22nd 2009, provided luxury marketing professionals an opportunity to share their experiences of the current economic crisis, as well as their insights, strategies and tactics for leveraging partnerships and collaborations for profit during this challenging year.
The Simple Solution To The Most Universal and Urgent Problem in Business - The Inside Advantage
Discover how to take your business, division or brand and make it bigger, better, and stronger by identifying, nourishing and exploiting your business’ Inside Advantage.
Always On: Advertising, Marketing, and Media in an Era of Consumer Control
Christopher Vollmer's new work explores the future of advertising, marketing and media. His premise is one any marketer is concerned about and wrestling with - that we stand at the beginning of a new consumer-centric age - an era with potentially enormous returns for leaders in marketing, advertising and media - IF they get their approach right.
Luxe Club One: A Solutions Provider for Reaching Affluent Fashion Lovers
Discover a unique, effective and elegant tool for marketing your products and services to affluent consumers without brand risk or up-front costs. Learn how to seamlessly leverage your brand equity and investment to increase online sales and disproportionately increase gross margin yield while building brand preference. Secure a significant first-mover advantage open only to Luxury Marketing Council members attending this special event.
Bringing Beauty, Artistry, and Innovation to Multi-Dimensional Branding
R&D Culture has made it their goal to tap into the universal power of the arts to best capture the imagination and to expand brands into realms inaccessible by conventional branding approaches.As a result, they are able to deliver productions that are as conceptual and meaningful as they are accessible and entertaining for clients such as Van Cleef & Arpels, Moet Hennessy, and Armani.
Reaching the Hyper-Connected Class
The Impact of Mobile Devices on Luxury Marketers' Use of Traditional Media and How Marketers Can Better Influence the Buying Habits of This Important Segment (Soon to Eclipse "The Boomers")
SEQUEL: West Side Stories - Why Luxury Goods Companies Want to Live in America
A follow up to the May 30, 2007 presentation by Erwan Rambourg, Luxury And Sporting Goods Analyst, HSBC Securities.
ECO-LUXURY - A Top-of-the-Agenda Issue for Luxury Marketers
Presented on May 21, 2008 by Joe O'Connor of Mohawk Fine Papers and David and Judy Drucker of highresolution.
The 2008 Mendelsohn Affluent Omnibus Survey: Your Opportunity to Explore the Affluent and Luxury Market
On Thursday May 15th, 2007, Ipsos Mendelsohn, one of the world's leading marketing and media research firms, continues its valuable business service for members of The Luxury Marketing Council looking for greater insight into the affluent consumer and the luxury market. Luxury Marketing Council members now have the opportunity to contribute their own customized questions to Ipsos Mendelsohn’s Affluent Omnibus Survey and also garner key insights from some of the most discerning highlights from Ipsos Mendelsohn's ongoing syndicated marketing surveys.
HSBC Currency Outlook
The EUR has been trading on the German export story but has conveniently ignored the weakness of the Spanish and Italian economies and the slowing of the French and German consumer spending. 's biggest export partners are actually the other Eurozone economies. It is becoming clear that weak Eurozone domestic demand is a major risk to the currency.
Pockets of Wealth in South Florida
Presented to The Luxury Marketing Council by Steve London on March 18th, 2008
Overcoming Threshold Resistance:Luxury Retailing Pioneer Alfred Taubman Shares His Secrets to Get Shoppers Over Your Threshold
Presented to Luxury Council members on January 23rd 2008 by A. Alfred Taubman, entrepreneur, real estate developer and author of the New York Times Bestseller, Threshold Resistance – The Extraordinary Career of a Luxury Retailing Pioneer.
Few individuals have had a greater influence on today’s luxury consumer market than Alfred Taubman. The company he founded in 1950 introduced many of the architectural and business innovations that characterize the best high-end luxury shopping environments in the world.
Leveraging Your Brand: How Reputation Value Measurement Can Help You Reach Your Brand's Full Potential
How does reputation affect your brand’s value? What communications activities create the most sales? What marketing messages have the most potential to drive revenue and customer loyalty? What should you say, to whom, and when—through news coverage, advertising and promotions, events, or word of mouth, online or off?
As presented to our members over breakfast at ‘21 Club’ on September 25th 2007 by Communications Consulting Worldwide (CCW)
Leadership Development: Why Talent Does Not Matter – and What Does
Presented to The Luxury Marketing Council on Thursday September 23rd, by Karsten Martens, President & CEO, Coverdale North America LLC.
Plenty of leadership development tools, technologies and approaches are marketed each year. Many suggest that once talented people are in place, organizations are ready for success.
The reality is very different.
Based on the latest published research in both psychology and neurobiology, Karsten Martens, President & CEO of Coverdale North America LLC, will explore what leaders can do today to coach themselves and to develop a high performance organization. The insights will be especially relevant for CEO’s and heads of marketing in the luxury industry where intuition is a key skill to make the right strategic decisions.
Just an Essential Part of Everyday Life: The Impact of the Internet
Before we had even realized it, the internet has become an essential part of everyday life transforming how we communicate, work, play and learn. The Center for the Digital Future leads a team of experts in over 20 countries around the world looking at the ways in which Internet and wireless technologies transform our social, political and economic lives. The Center identifies the important current and future trends. On the evening of June 26, 2007 Jeffery Cole (USC Annenberg School for Communication, Director of the Center for the Digital Future) shared his insights with our members.
The 2007 Mendelsohn Affluent Omnibus Survey : Your Opportunity to Explore the Affluent and Luxury Market
On Thursday June 14th, 2007, Monroe Mendelsohn Research (MMR), one of America’s leading marketing and media research firms, introduced a valuable new business service for members of The Luxury Marketing Council looking for greater insight into the affluent consumer and the luxury market. Luxury Marketing Council members now have the opportunity to contribute their own customized questions to MMR’s Affluent Omnibus Survey and also garner key insights from some of the most discerning highlights from MMR’s ongoing syndicated marketing surveys.
West Side Stories - Why Luxury Goods Companies Want to Live in America
Presented to members of The Luxury Marketing Council on the morning of May 30, 2007. Erwan Rambourg, Luxury And Sporting Goods Analyst, HSBC Securities, presents his findings on how the United States is an underdeveloped but emerging luxury market. He argues that only China holds more medium-term potential for profitable organic growth then the United States.
The Luxury Touch
Presented to members of The Luxury Marketing Council on the evening of May 30th 2007, Booz Allen Hamilton analysts Evan R. Hirsh, Vice President, and Robert S. Reppa, Principal, shared their insights on "The Luxury Touch" having interviewed over 40 executives from successful luxury brands to understand the key drivers of luxury brand sales quality.
How to Manage Your Ad Agency- Twelve Tips for a Longer Life and Fewer Gray Hairs
These are challenging times for the advertising business. Tough for ad agencies, and tough for their clients. Tensions often run high, accounts change hands more frequently, it is tougher than ever for agencies to make a profit, and tougher than ever for clients to successfully manage their ad agencies; one of their most important (and expensive) outside resources. Presented by Charlie Rosner, President and Chief Executive, Marketing Pathfinding, Inc to Council members on April 11 2007
Investment Preferences of the Mass Affluent: How Companies Are Targeting, Reaching and Acquiring Affluent Customers
Guideline recently conducted a segmentation analysis to better define who the mass affluent are, how they invest and how companies can better serve them. Guideline's February 28th presentation to members of The Luxury Marketing Council showed their analysis uncovered several emerging and underserved segments, as well as many opportunities for stronger cross-selling strategies to capture this demographic. Guideline's website is www.guideline.com.
What's Keeping CEO's Awake?
Greg Furman, Founder & Chairman of The Luxury Marketing Council, distills the challenges, critical issues, trends and concerns that keep our member CEO’s and heads of marketing awake at night. 2/22/07
EMG Report - Relevance is No Luxury: Why Someone Else Could Be Starting a Relationship with Your Best Customers
Echelon Marketing Group's report generated after their "For Yor Consideration" breakfast entitled "Knowing Your Audience: Finding, Motivating, and Communicating with Luxury Buyers" 02/21/07
Echelon Marketing Group Survey
On February 21st Echelon Marketing presented their For Your Consideration report entitled “Knowing Your Audience: Finding, Motivating and Communicating with Luxury Goods Buyers.” A number of our members participated in a survey conducted by Echelon before the event, the results of which are posted here.
The Empathy Engine
Katzenbach Partners LLC white paper presented at LMC event "The Empathy Engine: Turning Customer Service into a Sustainable Advantage" 02/08/07
The Direction of Luxury
Luxury Alliance White Paper 01/30/07. Senior management of the Luxury Alliance partner companies gather once a year for a roundtable meeting to review developments in the luxury segment of the global travel industry, and to discuss issues that will impact marketing strategies now and in the near future. The annual white paper that follows presents the definitive view of the Luxury Alliance partners on global trends in the luxury travel market, as well as observations and ideas to shape future strategy.
Ending the War Between Marketing and Sales
Presented to The Luxury Marketing Council by Dr. Suj Krishnaswamy 09/07/06
Top 10 Reasons Why Affluent Life Style Marketing is Essential Today
By Richard Baker, CEO, PremiumKnowledgeGroup
The World's Youngest Billionaires
Forbes Life
Utilizing Customer Education as a Potent Marketing Tool and a Key Differentiator in Today’s Crowded Luxury Arena
Panel discussion for the Luxury Marketing Council of Boston with Larry Brown , Director of Sales & Marketing, M. Steinert & Sons, John Kenney, President & Publisher, Home Works Sourcebook, Dave Knies, Vice President of Marketing, Hearts On Fire Diamond Company, and Christena Reinhard, Vice President, Trefler & Sons