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The headland of the Apothicairerie contains a vast natural cave between the two sides of the headland. The name apothecary is due to the high number of bird-nests on the rock faces that looked like an apothicary.
Pointe de l’Apothicairerie, Belle-Île-en-Mer, France
Nikon D610 + Tamron 24-70f/2.8 + Lee Filter ND6 + Lee Filter GND 0.6 Hard
Tripod: Benro Travel Angel A1690TB0.
Panoramic assembled with Microsoft ICE.
Department store chain Barneys New York’s discount outlet Barneys Warehouse is making online purchasing less daunting with the addition of returns.
Without the opportunity to return, some consumers may have previously been wary of buying apparel through the ecommerce site, since sizing can vary from brand to brand. In recent years, luxury retailers have been expanding their off-price outlets online and in bricks-and-mortar, enabling an access point for aspirational consumers.
Ecommerce confidence
The Barneys Warehouse site is still fairly new, having launched in 2013 (see story).
While Barneys has opened up returns for its sale site, the process is channel-specific. As with the main line, online purchases need to be returned via mail.
In the United States, consumers can return men’s and women’s clothing items within 30 days for a refund. A $9.95 return fee will be taken out for processing.
Screenshot of Barneys Warehouse site
Barneys Warehouse stores are situated in metropolitan areas, leaving many areas of the United States unserved by bricks-and-mortar. This addition of return eligibility may encourage those who do not have a store nearby to shop with the brand online.
This move comes after Barneys introduced free returns to its ecommerce services to make online shopping less stressful for its consumers.
Prior to this the retailer had free standard shipping but charged an $8 shipping fee for online returns sent through the mail. Taking away this possible fee allows consumers to shop more freely online, knowing that they can easily return anything they are not satisfied with (see story).
Department stores have been aggressively expanding their outlet retail footprints to capture discount sales from aspirational consumers, but are these off-price stores doing more harm than good?
Discount stores enable a retailer to reach more consumers at varying price points, but a growth strategy that favors off-price bricks-and-mortar may in time hurt the full-line store’s luxury image. This requires a delicate balancing act for retailers to retain their branding, positioning and pricing strategy (see story).
British automaker Rolls-Royce is expanding on its role as a transporter of owners and their belongings with a specially designed luggage collection inspired by its Wraith model.
The full set, priced at $45,854, comprises six pieces: two valises, three weekender bags and a garment bag. While a Wraith owner could put any luggage in their trunk, owning luggage that is designed with their car’s compartments and style in mind will likely be a welcome addition.
Automotive accessories
When designing the line, the brand’s Bespoke Design Studio consulted luggage experts, asking head butlers at luxury hotels about the interactions between consumers and their travel bags.
The brand paid extra attention to detail when designing the handles, which evenly distribute weight within the bags. Rapid prototyping and engineering allowed Rolls-Royce to quickly and repeatedly test the ergonomics of the weekender’s handles until they were right.
Rolls-Royce’s luggage collection takes design details from the Wraith, including an invisible stitching technique used on the steering wheel of the vehicle. Each bag also features an embossing that depicts the flying lady figurine that has been affixed to the hood of Rolls-Royce cars for more than 100 years.
The carbon fiber Grand Tourer valises feature self-righting wheel centers with the brand’s double R logo.
Luggage collection seated in the trunk of a Wraith
“The Wraith Luggage Collection consists of six pieces, each carefully considered to reflect the unparalleled design aesthetics of Rolls-Royce motor cars,” said Michael Bryden, Rolls-Royce bespoke designer, in a brand statement. “The latest technologies and materials are blended with traditional crafts and techniques, leading to an elegantly executed and thoroughly contemporary luggage collection, designed exclusively for Wraith, the ultimate gentleman’s gran turismo.”
Craftspeople will construct the luggage while wearing white gloves to protect the leather.
Much like all of Rolls-Royce’s vehicles, the luggage can be customized to fit the needs and desires of the owner. For one, an owner can commission a set in the same colors that are featured in the interior of her vehicle.
Consumers can purchase the luggage from Rolls-Royce dealerships as a set or by individual piece.
“Michael Bryden’s creation of this Bespoke Luggage collection demonstrates our designers’ commitment to Sir Henry Royce’s manifesto, ‘Take the best that exists, and make it better. When it does not exist, design it,'” said Torsten Müller-Ötvös, CEO of Rolls-Royce Motor Cars.
“Not satisfied with creating a contemporary luggage collection with all the hallmarks of true luxury, the design team have gone one step further, in creating a bespoke collection that not only speaks of contemporary elegance, but also serves to be a pleasure to use,” he said.
Luggage sets are a way for automakers to inject an additional fashion and style value into their vehicles.
German automaker BMW polished the appeal of its BMW i8 model with an exclusive luggage line crafted by Louis Vuitton.
The luggage set includes two travel bags, a business case and a garment bag, which were crafted to mesh with the i8. Since the i series represents both an engineering and philosophical shift for BMW, gaining seals of approval from highly-respected brands helps to usher in the change (see story).
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British automaker Jaguar Land Rover is saving consumers’ time with more than its vehicles’ performance.
The automaker has integrated a Tile Bluetooth tracking device into its cars, helping drivers ensure they have everything they need as they get into their cars. Beyond fitting into Jaguar Land Rover’s technological focus, the time-saving service will likely be welcomed by more forgetful drivers.
Lost but not forgotten
The Tile application will connect with Jaguar Land Rover’s InControl Touch infotainment system, alerting owners of forgotten items or helping them find lost ones. Citing a UK study that found more than 60 percent of consumers spend at least 15 minutes searching for items they need before they can hit the road, Tile’s integration with the vehicle’s InControl Apps aims to reclaim those precious minutes.
Tile tags, small Bluetooth trackers, are first attached to important items, which will then be tracked. Upon initiating the app on the vehicle’s screen, it will tell the driver which tagged items are not in the vehicle and direct them to their location. If the driver still needs help locating the items, a 90-decibel alarm can be sounded.
The Tile mobile application is compatible with Android and Apple devices. There is no limit on the number of items that can be tracked.
“We’re really excited to be partnering with Jaguar Land Rover,” said Mike Farley, CEO of Tile, in a statement. “We believe this integration will provide many benefits such as improved assurance and peace of mind about the whereabouts of essential items, helping drivers save time before they embark on journeys.
“Having increased the number of Tiles in circulation from 2 million to over 5 million in the last six months alone, we are confident of the extensive advantages this will bring to Jaguar Land Rover customers globally,” he added.
According to the automaker, it is the fist in the sector to integrate Tile with its in-car infotainment system. It is available for all Jaguar Land Rover vehicles with InControl Apps enabled, but the new Land Rover Discovery Sport is the “hero vehicle” for the initiative, as it went on sale in the UK in the last week of April.
Additionally, the Discovery Sport’s infotainment touchscreen has increased to 10.2 inches with improved resolution, making it ideal for apps, including Tile.
For consumers who drive to work every morning or need to shuffle kids off to school or events and rehearsals amid a plethora of other errands, 15 minutes can be a long time. Helping to prevent that shows that Jaguar Land Rover cares about its driver on a level that extends further than providing a safe, fast or spacious vehicle.
In the name of convenience
Jaguar Land Rover is investing heavily in the Internet of Things, realizing that automakers that can provide a convenience that applies outside the vehicle will build a strong bond with consumers.
Last month, the automaker showed its customers what great service means with its new wearable technology offerings.
At the Wearable Technology Show 2016, which took place in London March 15-16, Jaguar Land Rover revealed its new Android Wear watch application, giving consumers an unprecedented level of control over their vehicles from afar. Wearable technology is still a fledgling sector, but helping to blaze a trail could give Jaguar Land Rover credibility with a tech-savvy crowd (see story).
Other automakers are extending conveniences to consumers in a manner that stays focused on mobility.
For example, German automaker BMW is extending its commitment to mobility with the new ReachNow brand.
ReachNow, launched in Seattle on April 12, is the American counterpart to the growing European “DriveNow” brand, offering on-demand mobility to metropolitan dwellers. Supplementing its traditional model with a move into the mobility sector will help BMW remain a major player in the automotive industry among a larger group of consumers (see story).
Yesterday, Four Seasons Hotels and Resorts announced three new private jet journeys: Culinary Discoveries, Global Getaway and International Intrigue. The three-week itineraries will include stops in some of the world’s most sought-after destinati...
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Yesterday in Tokyo, Dyson unveiled the new Supersonic, a hollow-barreled, pink and black hairdryer that will likely be on every beauty maven’s wish list by Christmas.
...Toyota Corp.’s Lexus is mirroring the boundary-breaking qualities of its NX through an inspirational campaign.
In Australia, the company has developed a commercial featuring Sydney Dance Company member David Mack, who speaks of his “Step Forward” that enabled him to make his dreams a reality. Lexus Australia has been working to develop a position for the brand that highlights its bold moves in crafting vehicles.
Listen to your heart
Lexus worked with M&C Saatchi Australia for this campaign, which is running on television, in cinema and in digital. Additionally, the campaign is featured on Lexus’ Australian social channels.
While a representation of the path Lexus has blazed, this campaign also highlights a new sponsorship role between the automaker and the Sydney Dance Company. Lexus will be backing dancers in the year before they attempt a professional career.
In the 30-second spot, Mr. Mack drives an NX while talking about the point in a person’s life where they have to come to a decision about what they want to do. He shares his story of following his heart, which told him that being a dancer would make him happiest.
He pulls up to a stadium, a reference to the athletic career he was being urged to aim for. Mr. Mack gets out of the car and meets a female dancer, performing a duet on the field.
At the end of the commercial, a voiceover explains that the NX is “for those who dare to step forward.”
David Mack in Step Forward – Lexus NX
A second YouTube video allows the viewer to get a better sense of who Mr. Mack is and what led him to become a dancer. In the documentary-style short, he talks of waiting for his sister at dance class and the teacher who asked him if he would like to join, igniting a lifelong passion for dance.
In a small town where boys are expected to play soccer or surf, his newfound interest received a lot of taunting. However, he stuck with his decision and “never looked back.”
In a statement, Adrian Weimers, Lexus Australia corporate manager, said, “David Mack’s experience truly embodies the Lexus brand and mindset that goes into the development of our vehicles. We’re delighted to collaborate with him. His story is our story as we take the bold steps needed crafting the best vehicle for our customers.”
This follows another Step Forward for Lexus.
“Late last year we had the world’s best wing suit pilot Jeb Corliss jumping from a plane to launch Lexus’ ‘For those who dare to step forward’ positioning – an obvious act of bravery that was ideal for making a big splash,” said Andy Dilallo, M&C Saatchi Sydney chief creative officer. “To evolve the story and showcase Lexus’ authentic new depth of attitude we wanted a more internal commitment to making brave decisions and David Mack was the perfect person for this.”
Giorgio Armani Beauty is building on its inspirational efforts surrounding its Sì fragrance by opening a dialogue with women around the world, giving a platform to discuss inner strength.
The Sì Women’s Circle is inaugurated with the stories of five real women who all found the courage to say yes to a challenge in their own lives. Keeping consistency with previous efforts around Sì, actress Cate Blanchett remains an ambassador for the campaign, urging women to take the plunge (see story).
French leather goods maker Hermès Group’s revenue was up 6 percent in the first quarter of 2016, despite a challenging luxury landscape.
Consolidated revenues for the house were 1.19 billion euro, or about $1.35 billion at current exchange rates. Even with the negative effects of the Paris terrorist attacks, Hermès’ European sales grew 9 percent compared to the same period the previous year, with strong performances of its brand-owned boutiques.
Trying times
Japan sales were up 13 percent compared to last year, which Hermès attributes to selective distribution. The rest of Asia saw sales rise 4 percent, with growth in China offset by challenges in Hong Kong and Macao.
Hermès’ leather goods and saddlery business grew 15 percent in the quarter. The group has recently established new facilities for leather production, with the fifteenth opened on April 1 in Héricourt.
All other areas of Hermès’ business saw a decline.
With a slowdown in the United States, Asia and France, ready-to-wear and accessories sales were down 2 percent. Silk and textile sales were down 9 percent, attributed to the recent events in Europe.
Perfume sales dipped 4 percent, while watches declined 3 percent.
Its other business ventures, including silvermaker Puiforcat and bespoke shoemaker John Lobb, balked the trend, rising about 30 percent to about $65.6 million in sales.
Hermès says that its goal of 8 percent revenue growth at constant exchange rates for 2016 may be out of reach due to economic, geopolitical and currency fluctuations.
The brand is planning to celebrate the horse this year, with an effort that focuses on its longstanding connection to nature through equestrian arts.
Other luxury brands are feeling the pinch of current events.
French conglomerate Kering’s luxury sales in the first quarter of 2016 were buoyed by Western Europe, Japan and emerging markets, as it managed growth in a challenging environment.
Bottega Veneta’s sales were down 7.6 percent as reported, or 8.3 percent on a comparable basis. The brand was mostly hurt by the strength of the U.S. dollar and by Asian tourists avoiding Europe and other parts of the globe following terror attacks (see story).
Inspired by the post-commute online shopping surge at 7 p.m., ecommerce platform Lyst is working to generate even more sales with a guerilla subway placement.
Basing its creative off the notifications posted within subway stations by the Metropolitan Transportation Authority, Lyst is showing its solidarity with riders with comical takes on shared experiences. The station placement will give Lyst the chance at a captive audience as riders wait for the next train.
Commuting meets commerce
About 5.5 million people use the subway for their commute. Lyst is taking on the role of retail therapist, suggesting some stress release through new fashion.
One flyer makes fun of the notoriously unreliable F train, with the headline “The F train gives you rage. New clothes make you happy.”
Others point out the likelihood of running into a former flame in the station, calling for an outfit that does not look intended for yoga class.
One of Lyst’s ads references the viral hit Pizza Rat
From analyzing data, Lyst has found that shoppers in SoHo search at volumes 15 percent higher than their Midtown counterparts, but Midtown consumers’ conversion rates are 62 percent higher. The Upper West Side boasts the most mobile usage, and its consumers have the best conversion rate and search traffic of all neighborhoods.
Lyst, a platform that allows consumers to follow their favorite retailers including Bergdorf Goodman, Burberry, Valentino and Barneys New York, has previously shown its personality through a creative campaign.
The site recently positioned itself through statistical wordplay in its first brand advertising campaign.
Each of the 10 advertisements juxtaposed fashion editorial imagery shot by photographer Charlotte Wales with playful headlines based on data collected by Lyst. As a brand of the digital age, this campaign helped to create a distinction of Lyst’s strengths in a crowded fashion field (see story).
Toyota Corp.’s Lexus is showing consumers its experiential side with its inaugural Gran Fondo event.
The Gran Fondo is a culinary and cycling event that will take place in Massachusetts May 27-30, showing consumers that the brand is about more than selling vehicles. With the economy’s turn toward the experiential, the event gives Lexus a chance to make a clear brand proposition that affects the consumer beyond the wheel of the car.
“Lexus creates robust sports and culinary programs because we know these are passions for our customers,” said Steve Jett, national manager, digital media & engagement events at Lexus. “We’ve aligned with some of the best athletes, chefs and hotels to create unique events and experiences that mimic the style, luxury and excitement of the brand.
“The Lexus Gran Fondo is no different,” he said. “This event will bring together Lexus’ hotel, culinary and cycling partners for three days of challenging rides and distinctive food and wine offerings that celebrate the local region.”
Pursuit of perfection
XV Beacon is Lexus’ official Boston-based partner, with Chatham Bars Inn in Chatham, MA also joining as a hotel partner.
Three days of challenging bike rides, of 28-, 50- and 100- miles, as well as food and wine pairings with a regional focus will highlight the event. All three routes will start and end at Chatham Bars Inn.
Lexus cyclist Christian Vande Velde and George Hincapie, who worked with Lance Armstrong on all seven of his Tour de France victories, will join those who opt for the 100-mile ride. Those who are unable or opt not to bike will enjoy the drive in a complimentary Lexus vehicle.
Upon finishing, all riders will be greeted by Lexus culinary master Dean Fearing’s barbecue cookout. On hand for wine pairings and dinner will be Carlton McCoy and another culinary master, Carlo Mirachi, co-owner and chef of Blanca, a two-Michelin star restaurant in New York.
Throughout the weekend, cycling will continue along local Cape Cod trails. A farm excursion and preserving class, a Champagne brunch and demonstration and more culinary events will also feature.
In addition to culinary and cycling events, the weekend will also feature scenic drives around the area and a clambake beach party on the shores of Chatham.
The welcome reception and rides can be purchased here, separately or in packages, with selections ranging from $140 per person for the 28-mile ride to $760 for the culinary journey and 100-mile ride. Rates at the XV Beacon begin at $425 a night, while the Chatham Bars Inn has rooms from $475 per night. In addition, Lexus owners can receive a 15 percent discount.
Pricing events separately opens the Gran Fondo to aspirational consumers who may be less familiar with Lexus but interested in the cycling or culinary aspects of the journey.
With consumers now looking for experiences more than products, and with automobiles being infrequent purchases to begin with, events that expand the brand into other aspects of the lifestyle have emerged as frequent branding activities for automakers. Besides having the potential to initiate consumers interested in the experience rather than the brand, it also allows the automaker to boost ties with its consumers, helping to ensure that they do not jump ship with the next vehicle.
“We’re looking to reach an affluent audience who live active lifestyles and value high-quality experiences like cycling and exceptional dining,” Mr. Jett said. “We created this event to offer a full Lexus experience to participants, whether they are Lexus owners or not.”
From automobiles to bicycles
Lexus has recently been leaning toward cycling as a way to attract a younger crowd.
For example, Lexus brought its “pursuit of perfection” to light as the exclusive automobile partner of the 2015 Amgen Tour of California.
During the professional cycling race, more than 125 Lexus vehicles served as transportation for the event’s personnel, teams and medical staff. To further its presence at the sporting event, Lexus entitled two stages of the races and was present at daily podium awards (see story).
Additionally, Lexus explored a different kind of life on the road with an immersive video experience featuring Mr. Vande Velde.
“Lexus Elevate” uses 360-degree video technology to follow Mr. Vande Velde on a cycling excursion, presenting the viewer with a virtual reality experience enhanced by visual and audio effects. By focusing on the journey itself and life on the road, Lexus is reminding consumers of its expertise and encouraging them to set off on travels of their own (see story).
Because of the potency of lifestyle branding, automakers besides Lexus are crafting similar experiences.
For example, British automaker Aston Martin is offering adventurous consumers a taste of elegance with a countryside tour.
Alongside travel retailer Elegant Resorts, the automaker is offering a once-in-a-lifetime opportunity to tour Scotland, England and Italy in one of its sports cars. Such offerings are gaining popularity within the automotive sector because they introduce the brand to travelers and create ties to less tangible experiences (see story).
“Our involvement with non-automotive partners and events is a definite shift in strategy away from traditional media-driven partnerships,” Mr. Jett said. “Consumers want brands to enhance their lifestyle with exclusive, one-of-a-kind experiences.
“We’re committed to being more than an automotive brand as we continue to explore innovation in the performance, technology and luxury categories.”
Designer Carolina Herrera is racking up awards for her outstanding contributions to fashion, culture and design throughout the course of her life and career.
The Savannah College of Art and Design in Georgia will present Ms. Herrera with the university’s Étoile Award on May 20, in a ceremony that is free and open to the public. Seperately, retailer Neiman Marcus has also selected Ms. Herrera as the recipient of this year’s Neiman Marcus Award for Distinguished Service in the Field of Fashion, an award honoring those who have made an impact in the fashion industry.
Awards season
Since 1995, the Carolina Herrera brand has been owned by Puig, a group that holds both fashion and beauty businesses. Carolina Herrera sells women’s wear, menswear and accessories around the world. The United States is the strongest market for the brand, followed by the Middle East.
A defining element of Ms. Herrera’s 35-year career has been her undying commitment to staying true to her vision and aesthetic, not leaning into fads (see story).
Illustration of Carolina Herrera by David Downton, 2012
The Savannah College of Art and Design Étoile Award honors Ms. Herrera’s accomplishments and will be complemented by an expansive dual exhibition of her designs. Titled “Refined Irreverence” and opening May 20, the day the award is given, the exhibition will be held simultaneously at the SCAD FASH Museum of Fashion + Film in Atlanta and the SCAD Museum of Art in Savannah, GA.
Curated by Rafael Gomes, SCAD director of fashion exhibitions, the retrospective features 75 garments, both new and vintage, from her 1981 inaugural collection through today.
“It is a great privilege to fete 35 years of Carolina Herrera’s timeless elegance, and to engage SCAD students with a designer par excellence,” said Paula Wallace, SCAD president/founder in a statement. “Her artistry reflects a sensibility that is at once classic and modern. Every woman who wears her designs feels exactly as Carolina intends: beautiful.”
Fellow SCAD Étoile Award winners include David Yurman, Catherine Deneuve, Sir David Tang and Margaret Russell.
Likewise, Neiman Marcus will present Ms. Herrera with its Award for Distinguished Service in the Field of Fashion at an in-store event Sept. 16 at its downtown Dallas, TX flagship. The award has been given since 1938 when Stanley Marcus, son of co-founder Herbert Marcus, instituted the accolade to honor those who have made an impact on the fashion world through designing, promoting or wearing fashion in a way that influences the public.
On Sept. 16, Ms. Herrera will receive her award during the annual Crystal Charity Ten Best Dressed Fashion Show and Luncheon, where her resort 2016 collection will walk the runway. Neiman Marcus has carried Ms. Herrera’s line since its debut in 1981, and through this effort is celebrating the designer’s 35th anniversary.
Carolina Herrera, resort 2016 collection
“We are delighted to present Carolina Herrera with the Neiman Marcus Award for Distinguished Service in the Field of Fashion,” said Karen Katz, CEO of Neiman Marcus Group, in a statement. “Few have accomplished this as gracefully as Ms. Herrera in her 35 years in the fashion industry.”
Past honorees include HSH the Princess Grace of Monaco, Estee Lauder, Coco Chanel, Oscar de La Renta, Giorgio Armani and Miuccia Prada. Karl Lagerfeld was the most recent recipient in 2013.
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The leather goods market is expected to reach revenues of $94.7 billion by 2020, according to a new report by Allied Market Research.
Leather luggage and goods are also being propelled by a compound annual growth rate (CAGR) of 5 percent during the five-year period between 2015 and 2020. The “World Leather Luggage and Goods Market Opportunities and Forecasts 2014-2020” report attributes this growth to factors such as an increase of per capita income, a higher tourism rate and evolving fashion trends.
Allied Market Research’s report examines the leather luggage and goods market in regions such as North America, Europe, Asia Pacific and LAMEA (Latin America, Middle East and Africa). Key brands analyzed in the report include Coach, Prada, Samsonite, Louis Vuitton, Hermès, Kering, Delsey, Christian Dior, Tumi and VIP Industries.
Gotta hand[bag] it to you
In 2014, the leather luggage and goods category saw the most growth in the Asia Pacific region followed by Europe and North America. Category interest, especially for new and trendy designs, in Asia Pacific is marked by a rising middle-class demographic alongside an increase in disposable income in nations such as India and China.
With a higher amount of disposable income, consumers are also more likely to have the means to travel more frequently and to attractive destinations. This has caused the travel bag to become the fastest growing segment within the leather luggage category, with a CAGR of 6.9 percent in the forecast period of 2015-2020.
The handbag segment of the leather goods market owes its growth to the increasing number of women in the workforce. This growth is also connected to the economic independence of these women, which has led to purchasing high-end branded leather handbags.
Overall, the female demographic is the largest contributor the category accounting for 61.6 percent of the market in 2014. Comparably, the male demographic is witnessing a period of growth as more men opt for stylish and designer leather bags, wallets and footwear.
As a sector, luxury men’s handbags are expected to rise to $10 billion by 2020 with nearly 9 million units sold globally (see story).
Bianco Mosca men’s leather goods advertisement
Retailers have also benefited from the increased interest in the category. Many leather goods brands have established bricks-and-mortar storefronts in untapped regions to expand their presence.
For instance, Italian apparel and accessories brand Prada opened its first boutique in Jakarta, Indonesia. The store offers a leather bags and accessories for both men and women, as brands seek to offer a wide assortment of leather products under one roof (see story).
Prada’s Jakarta, Indonesia boutique
The online retail space is anticipated to keep pace with in-store leather goods sales with a CAGR of 26 percent during the five-year forecast period. Social media is mainly responsible, as the convenience of the platform and the increased use of digital devices for shopping has fostered online sales growth.
Purse string strategies
Allied Market Research also noted that expansion and acquisitions are key growth strategies as it allows brands to establish a market foothold and expand their consumer base.
One such acquisition that strengthened both parties involved was Coach’s purchase of leading luxury footwear brand Stuart Weitzman in 2015 for a reported $574 million. Coach purchased Stuart Weitzman from Sycamore Partners, and the acquisition complements the accessories maker’s leadership role in the sector. With the designer footwear label under its umbrella, Coach’s own brand will strengthen and grow (see story).
Also, configuring retail strategies to account for leather goods trends can help brands capitalize on interest for the category.
For instance, a primary selling point for U.S. label Michael Kors within the department store channel is the brand’s handbags. While not the only brand affected by a slowing retail channel, the amount of handbags sold by department stores may have had an adverse affect on the brand’s earnings.
While Michael Kors handbags have maintained popularity, the label has seen a trend among millennials that have resulted in the purchasing of smaller handbags. Due to the smaller size, the market retail price is lower and the sales of handbags priced at $350 and above are fewer (see story).
A wave of virtual reality content is hitting the market this year and consumer adoption could quickly follow, bringing with it growing demand for shopping experiences using the technology, according to a new report from the Center for Advancing Retail & Technology.
The report, Retail Innovation: U.S. Retail Technology Insights and Analysis, insists that many retailers are still struggling with integrating mobile into their strategies even as the pace of technological innovation speeds up. As a result, many retailers will be unprepared for the shift to virtual reality.
“Few people in the retail industry understand how the world has changed as technology driven innovation accelerates,” said Gary Hawkins, CEO of the Center for Advancing Retail & Technology. “Change happens increasingly fast, especially with technologies like AR and VR which are great examples of how consumer technology adoption forces retail to adjust and adopt.
“Retailers need to be watching very closely because when VR hits the market adoption tipping point its going to go fast and shoppers will be expecting to be able to shop from home with a VR experience akin to what they have in the store,” he said.
VR shopping
The implications of virtual reality for shopping are substantial, per the report. Shoppers can be at home, sitting on a couch and put on a headset to go shopping.
Forward-looking companies are already developing these solutions and working with big-name retailers in different sectors while others are in deep discussions or working towards pilots, per the report.
In market examples include Hulu, which is using virtual reality to help drive app downloads, while Rukkus is using the technology to drive sales of tickets to live sports events and IKEA customers can explore kitchen interiors with virtual reality.
The Rukkus app uses virtual reality to sell tickets
Two things need to happen for VR to explode and they are both in process, per Mr. Hawkins.
The first is content creation for VR environments. A number of publishers have announced VR content programs this year while the ability to create such content is becoming more easily accessible and less expensive.
Secondly, consumer adoption needs to reach a tipping point. Already, a number of consumers are being exposed to the technology via gaming. However, VR is likely to be used more in education going forward, which will significant adoption, per Mr. Hawkins.
Also, headsets such as Google Cardboard and others are available for less than $50 and provide a high-quality virtual reality experience using a smartphone.
“As the cost of creating VR content plummets we are going to see an explosive growth in VR and AR related shopping,” Mr. Hawkins said.
Internet of Things
The Internet of Things is another area that is evolving quickly as Amazon aggressively stakes a claim for home replenishment of consumables. Amazon’s Dash button and the integration of the Dash Replenishment Service into home appliances is a threat for retailers across a growing number of product categories.
Other retailers are beginning to strike back. For example, Sears just announced a series of IoT devices under its brand names.
Sears’ connected home air conditioner
“The big takeaway is that the world is getting ever more challenging for retailers,” Mr. Hawkins said. “There is an innovation-implementation gap that CART is seeing develop as retailers are becoming overwhelmed by having to sort through the sheer number of new innovative solutions and capabilities to determine what to focus their limited resources on.”
The bigger picture
Store infrastructure and the impact of technology here is one area where retailers are paying closer attention, according to the report.
While online sales continue to grow, retailers are slowing down a bit and considering how ecommerce fits into the bigger picture of their operations and other systems, per the report.
“We see retailers grappling with store format and operations as they think through how ecommerce will increasingly impact their business,” Mr. Hawkins said. “As ecommerce grows, do retailers continue to fulfill out of operating stores or do they set up ‘dark’ stores dedicated to ecommerce fulfillment?
“If fulfilling out of operating stores, how does the store – and outside the store – layout change,” he said. “Retailers need dedicated space for staging click and collect orders and delivery.
“How does the parking lot layout change to accommodate a growing number of click and collect orders? Retailers need to consider a growing number of changes to the brick and mortar store as the physical and digital worlds merge.”
German automaker Porsche is ensuring that its U.S.-based consumers get more than just a vehicle when they purchase a Porsche.
Porsche Cars North America is leveraging its experiential destination at One Porsche Drive in Atlanta to provide VIP treatment for those looking to test their new vehicle in style. Consumers today are looking for experiences, so tacking one on to a necessary product purchase will make Porsche look more attractive to consumers.
“We are thrilled to launch the New Vehicle Delivery program as another premium offering at our Porsche Experience Center in Atlanta,” said Andre Oosthuizen, vice president of marketing at Porsche Cars North America. “We welcome further customers to enjoy this exclusive opportunity to truly experience the Porsche brand.”
The Porsche experience
The New Vehicle Delivery program will allow customers to pick up their just-purchased vehicle at the brand’s Atlanta destination. The deal is compatible with all authorized dealerships.
Rather than drive the new automobile off the lot, soon-to-be Porsche owners will be given a VIP experience of the Porsche Experience Center. The VIP treatment includes a tour of the space, an in-depth vehicle orientation with a delivery specialist, and a chance to drive like the pros on a racetrack in a 90-minute driver development session.
The only added expense for the Porsche customer is travel arrangements. Given the price tier of Porsche’s vehicles, which began close to $50,000 on the entry-level side and can exceed $200,000, a plane ticket and a hotel night are likely affordable add-ons.
While at the Porsche Experience Center, drivers will also be treated to a lunch at Restaurant 356, the in-house fine dining experience. The venue also includes a Porsche Heritage Gallery and meeting spaces.
The Experience Center helps position Porsche as a lifestyle brand rather than an automaker, giving consumers a more complete picture of what the brand has to offer. By inviting consumers to Atlanta when they purchase a car, Porsche is suggesting that those buyers are entering a lifestyle as well.
Porsche hybrid vehicles at Porsche Experience Center
Across luxury, consumer preferences are shifting toward experiences rather than products, which has forced brands to reassess their image and find creative ways of promoting their brand in addition to their products. The New Vehicle Delivery is a component of this repositioning, with consumers being given a complimentary peek at other aspects of the brand with the purchase of a vehicle.
More than vehicle
Porsche has undertaken other initiatives to help establish itself as an experience-oriented brand.
In November, Porsche chose Four Seasons Hotel Atlanta as the hospitality partner for its U.S. driving experience.
Now, fans that attend a program at the Porsche Experience Center can take advantage of special offers at the hotel, rounding out their time in the southern city. About 30,000 Porsche enthusiasts are expected to visit the center per year, making this alliance mutually beneficial (see story).
Other automakers are playing along similar lines, finding ways to make the vehicle a part of a more complete experience.
For example, British automaker Aston Martin is offering adventurous consumers a taste of elegance.
Alongside travel retailer Elegant Resorts, the automaker is offering a once-in-a-lifetime opportunity to tour Scotland, England and Italy in one of its sports cars. Such offerings are gaining popularity within the automotive sector because they introduce the brand to travelers and create ties to less tangible experiences (see story).
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Toyota Corp.’s Lexus is extending the reveal of its new IS model beyond the Beijing Auto Show with a dramatic film.
In the short, a man encounters the latest edition of the vehicle for the first time, and is inspired to take it on a speedy test drive through city streets. As Lexus’ entry-level model, the IS is likely to have a broader interest among the automaker’s social audience than some of its less affordable vehicles.
Digital uncovering
Lexus’ film was shared to social media with the caption, “New Lexus IS. Same rush.”
After setting the scene with an aerial view of skyscrapers, the one-minute video shows a man approaching the IS on a quiet avenue. As he gets closer, features of the car, including its headlights and logo, come into focus.
Between shots of the car, Lexus hints at the science behind the model’s redesign, showing a spiral of metallic DNA. As the man gets into the driver’s seat, the words “It is the ultimate rush” appear atop an array of sparks.
The driver speeds through a desolate city, passing through empty tunnels and leaving a cloud of metal in his wake. Before his joyride is over, Lexus writes, “Blows your mind.”
Introducing the redesigned Lexus IS
Introduced in 2013, the IS has exceeded Lexus’ expectations for sales.
Because the model has proven popular, Lexus decided to keep most of the exterior styling the same, focusing much of the outside redesign on the front, including new headlights. The rear got new L-shaped LED light guides.
While auto shows still serve as the main event for automotive reveals, social media plays its own role, driving conversation around a new model.
Toyota Corp.’s Lexus got close to consumers with the reveal of its LF-FC concept model.
The brand used social media to solicit questions and post videos of the vehicle, which was originally unveiled at the Tokyo Motor Show. By going directly to the consumer from the start, assuaging doubts and granting requests, Lexus helped to build anticipation and loyalty early (see story).