How to lead the change in luxury?

If you are coming to INNOCOS summit in Florence and would like to learn more, register here for the post-conference workshop, taking place on Friday, June 15 15:30 h- 17:30 h (3:30 PM - 5:30 PM)

This workshop will require an additional fee for attendees, book before May 25 and pay only €295!

You will learn how to lead the change in luxury and expand your leadership skills managing luxury and lifestyle brands. 

Managing premium, prestige and luxury brands requires specific skills, strategies and tools. We have the pleasure to offer an exclusive luxury leadership seminar during the INNOCOS conference in Florence. It will be led by Dr. Daniel André Langer, CEO of the luxury, lifestyle and consumer brand development company équité, is a global authority on luxury. Daniel published several top-rated books on luxury management, is a regular contributor to the Economist, a sought-after speaker and works with iconic brands like Ferrari. Building on more than 20 years of top management experience in Beauty in Europe, North America and Japan, he develops and elevates several prestige beauty brands at équité all over the world. 

The content of his seminar In an content is based on his upcoming book “The Future of Luxury” - you will be among the first to get an exclusive preview on the insights of the book with the ability to gain competitive advantage and lead the change.

The training will be in an exclusive setting, where you have the opportunity to directly interact with Daniel and gain additional insights in an extended Q&A.

He will share important study results on what drives the willingness to pay in luxury and how brands can benefit from those insights. He will address millennials, digital disruption and how to master the challenge.

Agenda

(1) What drives the value of a luxury brand and how it can it be influenced

(2) Key trends in luxury and how they disrupt the status quo

(3) Strategies and tools to master the disruption 

(4) Q&A

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Testimonials of Daniel’s past luxury leadership trainings, including top-management of Luxury brands: 

“What a fantastic workshop session today. Very much enjoyed it!"

"Your presentation was well thought, all sub-topics were perfectly working together I which made the full conductor line very fluid and logical. Your knowledge and experience are so valuable for the Luxury brands."

“Last week I had the chance to attend the workshop in London and met Daniel who in a way has actually be part of my career aspirations as started reading his books while completing my final year of MBA. The presentation was absolutely relevant well thought, all sub-topics were perfectly working together.

“Daniel’s knowledge and experience are so valuable for the Luxury brands. I highly recommend you to attend those workshops if you have the opportunity (Tokyo or Paris soon!). This workshops give you also the opportunity to extend your network (from start up to established brands) and meet people who share the same passion Luxury 

Some key takeaways (was difficult to only select some of them as everything was so relevant!)

·    Brand equity: probably the main important thing for a brand in general and even more challenging for a Luxury brand as really need to focus on their own products/metier

·       The term “difficult”: difficult to create, consume, repeat and maintain which is not necessary perceived by Lux consumers

·       Opportunity to disrupt: disrupt the market by being outsider and your own business (being fast/think out of the box/keep challenging your business)

·       experience: consumer unique & memorable experience

·       touch point (red flex): if you don’t have the right and properly trained staff the above point (experience) can be terrible and risk to lose consumer

·       Consumer profile: those who know, routine, occasional, out

·       Leadership in luxury: strategy, inspiration, story teller, low/right price, dreams & surprise

Some of them were but I appreciate some of the points above aren’t a surprise or common senses but the real challenge for those Lux brands is the magic to make them all happen at the same time. Also still good to refresh and rethinks those basis and be back to the roots! 

It’s amazing to see how much passion consumers can have for Luxury products or people who work for a Luxury brand and even those who can talk about Luxury. However, what we don’t see is how challenging it’s for those brands to maintain their Luxury positioning within such fast moving market and not sit on their actual position.”