designing luxury for the xxi th century

“ Designing Luxury business

for the XXIth century ”

-  Isabelle George -  

«  IF EVERY TERRITORY IS DEFINED BY A LINE, LUXURY WOULD BE AN EXTREME HORIZON  »

Christophe Pillet, Designer

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WHAT IS LUXURY?

VISIONNARY AVANT-GARDIST, IDEALISTIC

ELEGANT AESTHETIC, DISTINGUISHED,

ASPIRATIONAL MYTHIC, LEGENDARY

UNIQUENESS PRIVILEGE

INACCESSIBLE RARE, EXCLUSIVE

PERENNIAL DURABLE, RESILIENT

SPECTACULAR SURPRISING, PHENOMENAL, UNUSUAL

HAND-CRAFTED REMARKABLE, EXCELLENT, AUTHENTIC

LUXURY IS …

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LUXURY IS VISIONARY

VISIONNAIRE IS A MULTI-FORMAT ALBUM OF FASHION AND ART PRODUCED IN EXCLUSIVE NUMBERED LIMITED EDITION

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LUXURY IS INACCESSIBLE

THE VIRTUAL BAG OF ORA-ITO TRANSFORMS LUXURY INTO A INACCESSIBLE PHANTASM, NEVER FULFILLED...

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LUXURY IS AUTHENTIC

AUTHENTIC: OF THE ORIGIN, AUTHOR CERTIFIED

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LUXURY IS UNIQUENESS

DESIGNED BY BULGARI TO BE UNIQUE AS A MASTER PIECE

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LUXURY IS ASPIRATIONAL

HERMÈS REVISITS FAIRY TALES TAKING US TO THE DREAMING WORLD…

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LUXURY IS ELEGANT

STARK REDECORATING THE ROYAL MONCEAU, 2010

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LUXURY IS SPECTACULAR

FASHION SHOW CHANEL AT GRAND PALAIS, 2006

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LUXURY IS PERENNIAL

LOUIS VUITTON, SUITCASE MAKER SINCE 1854

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CURRENT BUSINESS TRENDS

1.  Internal expansion

2.  Network Intensification

3.  Ephemeral

STORE

PRODUCT

4.  Brand stretching

5.  Basic mood

6.  Artisitic inspiration

7.  Co-branding

CUSTOMER

8.  Lifestyle

9.  Accessibility

10.  Endorsement

11.  Digitalism

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STORE

1.  Internal expansion

2.  Network Intensification

3.  Ephemeral

STORE

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1.  INTERNATIONAL EXPANSION

IN 2010, HERMÈS IS IN THE 5 CONTINENTS

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2.  NETWORK INTENSIFICATION

IN 2010, GUCCI HAS 283 STORES IN THE WORLD

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3.  EPHEMERAL

POP-UP STORE LOUIS VUITTON X COMME DES GARÇONS, TOKYO, 2008 POP-UP STORE C. LOUBOUTIN, BEIJING, 2010

THE POP-UP STORES OR THE STAGE SETTING OF THE PRODUCTS

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CURRENT BUSINESS TRENDS

PRODUCT

4.  Brand stretching

5.  Basic mood

6.  Artisitic inspiration

7.  Co-branding

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4.  BRAND STRETCHING

BRANDS’ TERRITORY BECOMES LARGER AND LARGER

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5.  BASIC MOOD

WHEN LUXURY BRANDS INVEST OUR DAILY LIFE

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6.  ARTISTIC INSPIRATION

WHEN ARTISTS GIVE SOME NEW BREATH TO BRANDS IMAGINARY.

TIFFANY&CO. & PALOMA PICASSO BACCARAT & STARKS LOUIS VUITTON & MURAKAMI

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7.  CO-BRANDING

&

TWO BRANDS, TO BE STRONGER…

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CURRENT BUSINESS TRENDS

CUSTOMER

8.  Lifestyle

9.  Accessibility

10.  Endorsement

11.  Digitalism

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8.  LIFESTYLE

WHEN BRANDS CREATE THE TOTAL LOOK!

FENDI CASA FENDI LIFE-STYLE

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9.  ACCESSIBILITY

WHEN LUXURY BECOMES AFFORDABLE…

BAG DIAMOND FOREVER

CHANEL TATOO,

190 000€

50€

IMPORTANT TIFFANY DIAMOND RING

RETURN TO TIFFANY PENDANT

6 000 000€

100€

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10. ENDORSEMENT

THE NEW SPOKESMEN OF LUXURY

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11. DIGITALISM

THE NEW INTERFACES OF LUXURY

MARC JACOBS WEBSITE MARC JACOBS WEB 2.0

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GAP DEEPENING BETWEEN VALUES & TRENDS

ARE LUXURY VALUES STILL LINKED WITH THE CURRENT LUXURY TRENDS ?

VISIONNARY AVANT-GARDIST, IDEALISTIC

ELEGANT AESTHETIC, DISTINGUISHED,

ASPIRATIONAL MYTHIC, LEGENDARY

UNIQUENESS PRIVILEGE

INACCESSIBLE RARE, EXCLUSIVE

PERENNIAL DURABLE, RESILIENT

SPECTACULAR SURPRISING, PHENOMENAL, UNUSUAL

HAND-CRAFTED REMARKABLE, EXCELLENT, AUTHENTIC

LUXURY IS …

LUXURY VALUES

1.  Internal expansion

2.  Network

Intensification

3.  Ephemeral

STORE

PRODUCT

4.  Brand stretching

5.  Basic mood

6.  Artisitic inspiration

7.  Co-branding

CUSTOMER

8.  Lifestyle

9.  Accessibility

10.  Endorsement

11.  Digitalism

LUXURY TRENDS

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GAP DEEPENING BETWEEN VALUES & TRENDS

WHEN LUXURY BECOMES TOO AFFORDABLE, IS IT STILL INACCESSIBLE ?

INACCESSIBILITY ?

KEYRING, 105€ CAP, 35€

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GAP DEEPENING BETWEEN VALUES & TRENDS

WHY LUXURY NEEDS ARTISTS TO RENEW BRANDS’ IMAGINARY ?

VISIONARY ?

HERMÈS & TOKUJIN YOSHIOKA

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GAP DEEPENING BETWEEN VALUES & TRENDS

HOW TO RECREATE SENSATIONAL FEELINGS THROUGH THE INTERNET ?

SPECTACULAR ?

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GAP DEEPENING BETWEEN VALUES & TRENDS

HOW SHIFTING TRENDS, POP UP STORES AND CAPSULE COLLECTIONS CAN BE SYNONYMOUS WITH LASTING IDENTITIES ?

PERENNIAL ?

POP-UP STORE C. LOUBOUTIN, BEIJING, 2010

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GAP DEEPENING BETWEEN VALUES & TRENDS

IS ELEGANCE ONLY A MATTER OF TASTE ?

ELEGANT ?

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GAP DEEPENING BETWEEN VALUES & TRENDS

HOW TO SUSTAIN SINGULARITY THROUGH DEEP DIVERSIFICATION ?

UNIQUENESS ?

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GAP DEEPENING BETWEEN VALUES & TRENDS

DOES LUXURY STILL MANAGE TO MAKE US DREAM ?

ASPIRATIONAL ?

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GAP DEEPENING BETWEEN VALUES & TRENDS

IS THE LUXURY CRAFTSMANSHIP IN DANGER ?

HOME-CRAFTED ?

“60%  OF  THE  LUXURY  PRODUCTS  ARE  MADE  IN  CHINA”  REDLUXURY.COM  

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LUXURY BUSINESS MUST EVOLVE… TO LEAD THE XXITH CENTURY

CURRENT BUSINESS DEVELOPMENTS THREATEN THE LUXURY IDENTITY, DEPRIVING ITS ESSENCE FROM ITS CORE VALUES…  THE LUXURY BUSINESS MODEL HAS BEEN OVER-EXPLOITED AND REACHES ITS LIMITS !

HOW TO KEEP BEING VISIONARY ? HOW TO UPDATE THE LUXURY VALUES ?

HOW TO THINK AHEAD THE COMING UPSWINGS ? HOW TO CREATE THE ASPIRATIONAL EXPERIENCES OF THE XXITH CENTURY ?

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THE MAIN STAKES OF A NEW LUXURY…

NEW LUXURY

MUST BE VISIONARY BY :

-  Arousing aspirations

-  Reinterpreting Myths

-  Integrating New XXIth tools

NEW CONNECTION NEW ASPIRATION

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NEW CONNECTION

WHAT DOES DIGITAL “COMMUNITY” MEAN FOR

LUXURY?

LUXURY TECHNOLOGY

& USES

HOW TO INTEGRATE THE PRO-ACTIVE CONSUMERS?

HOW TO OFFER A SAME LEVEL OF EXPERIENCE QUALITY WITH DIFFERENT INTERFACES?

HOW TO REACH THE DIGITAL NATIVE

VERY RICH? 3D AUGMENTED REALITY

INTERACTIVITY SHARED EXPERIENCE

“SENSORIAL EXPERIENCE” SOCIAL MEDIA

BRAND IMAGE GAME BUSINESS

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NEW CONNECTION

RALPH LAUREN ENLIVENS THE WALLS IN A SPECTACULAR SHOW

RALPH LAUREN ‘S 4-DIMENSIONAL EXPERIENCE, MADISON AVENUE 2010  

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NEW CONNECTION

VIKTOR & ROLF’S FASHION SHOW IS ONLY PERFORMED IN THEIR WEBSITE

VIKTOR & ROLF’S VIRTUAL FASHION  SHOW,  SPRING-­‐SUMMER  2009  

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NEW CONNECTION

MY BOUCHERON WEBSITE BRINGS LUXURY AT HOME

BOUCHERON VIRTUAL RINGS,  2010  

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NEW ASPIRATION

SUSTAINABLE LUXURY

From a “need of sustainability” to the “aspiration for sustainability”...

How to manage this shift ?

NO IMPACT

How to reduce costs, upset feelings and the

impact of manufacturing

over the planet?

WELL BEING

How to adapt a product to delight oneself while

acting for its own

well-being ?

ECOSYSTEM

How to be integrated in an ecosystem and make it

thrive?

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NEW ASPIRATION

WHEN LUXURY MEETS ENVIRONMENT CONCERN

TESLA CAR, 2003

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NEW ASPIRATION

WHEN LUXURY CARES ABOUT THE MATERIAL SCARCITY

“WITH LITTON FURNITURE WE WANT TO ESTABLISH A MODEL OF DESIRABLE SUSTAINABLE LUXURY

IN FURNITURE MAKING”

ANDRÉE PUTMAN & TERENCE CONRAN

JACK IN THE BOX - LOW TABLE ENGLISH WALNUT, SILVER BRASS AND LACQUER

LA PLUME DE MA TANTE - DESK ENGLISH WALNUT AND LEATHER

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NEW ASPIRATION

“ BE SUSTAINABLE AND DESIRABLE AT THE SAME TIME”

THE FIRST PERFUME TOTALLY ECO-CONCEIVED

ÉMOI INFINI DE EXTRÊME PARIS, 2010

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SO…

…  HOW TO DESIGN THE NEW LUXURY

FOR THE XXITH CENTURY ?  

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DESIGNING your SUSTAINABILITY

WHO ARE WE?

HELIXA HELPS THE TOMORROW LEADERS DESIGNING A

PROFITABLE AND SUSTAINABLE STRATEGY.

WE ACCOMPANY CHANGE WITH A CREATIVE AND INNOVATIVE APPROACH BASED ON “DESIGN THINKING” .

BY THINKING OUT OF THE FRAME, WE ENVISION ACTUAL STAKES, WEAK SIGNALS AND FUTURE IMPACTS .

THE MOST FITTED PROJECT IS INDEED THE ONE WHICH WILL BE ABLE TO INTEGRATE ALL THE STAKEHOLDERS’ DEMANDS GENERATING AT THE SAME TIME SHAREHOLDERS BENEFIT

ISABELLE GEORGE WORKED ON 3 MULTINATIONALS

CUMULATING 23 YEARS OF EXPERIENCE.

BEFORE FOUNDING HELIXA, SHE WORKED AS VICE PRESIDENT OF PPR GROUP STRATEGY. AND HAD ALSO BEEN FNAC GROUP STRATEGY VICE PRESIDENT AND PPR IT VICE PRESIDENT .

SHE HOLDS A DEGREE IN PHYSICAL ENGINEERING FROM ONE’S OF TOP FRENCH ENGINEERING UNIVERSITIES, INSA LYON, AS WELL AS A DEGREE IN STRATEGY FROM THE IFG.

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CONTACT

ISABELLE GEORGE

ibg@helixaventures.com

(+33)6 62 92 05 59