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Luxury Watchescommunicate your strategy
Napoli 28 maggio 2008
Marketing & Vita Liquida
• “La vita liquida è una successione di nuovi inizi, una vita precaria, vissuta in condizioni di continua incertezza”
• “Ciò che conta è l’appartenenza, la velocità, non la durata”
• “Il mercato subirebbe un colpo mortale se lo status dell’individuo non si sentisse a rischio…Il marketing è concentrato sull’obiettivo di impedire che le opzioni si chiudano e i desideri siano finalmente appagati”
• “…l’accento non cade sull’obiettivo di suscitare nuovi desideri ma su quello di offuscare i vecchi per preparare il terreno a nuovi acquisti…”
Zygmunt Bauman – Vita Liquida – Ed. Laterza
Mass vs. Class
• Commodization of Luxury (?!?!?)
Are we dreaming the same dream?
• “We are not in the business of selling handbags. We are in the business of selling dreams…”(Robert Polet – CEO Gucci Group)
• 94,3% of Japanese women in their 20s own a Louis Vuitton item
Who owns the shelf?
• Brands are squeezed by: Retailers (Harrods, Bloomingdale’s,
Takashimaya, La Rinascente, Ka.De.We., Printemps, Wal-Mart, H&M, …)
Shoppers (they adore the whole process of shopping that has come to dominate their lives, finding their identity through the very act of shopping)
Commodization of luxury (capital markets require year after year of revenue growth)
Media (brand selection has replaced brand awareness as the main brand communication focus)
The Golden triangle
A “bathtub” marketw
illin
gness
to s
pend in w
atc
hes
watch price
affordability fashion exclusivity
Newcomer’s trapEmerging CountriesHappy fews
New affluents
economic pressure on customers
price competition
Watches Communication Strategies
8
Trade Exibitions & Fairs
Sector (2005) Exhibitors (no./%) Exhibition area (m2/%)
Watch brands 326 15.3% 60,516 54.4%
BASELWORLD is the leading event for the watch and jewellery industry.
More than 2,100 exhibitors - specialists in watches, jewellery, precious gems and related
brands - showcase their latest products to the industry.
Visitors can browse through a select assortment of products in luxurious surroundings
covering over 160,000 m2 of exhibition area on several floors.
Products sectors are clearly segmented and divided between the six exhibition halls. Watch
brands, jewellery brands and related brands have their own halls and there are also national
pavilions. A show designed to give you a complete market overview and provide you with an
ideal business platform.
Every year in spring time, over 94,200 retailers and wholesalers from all over the world make
the journey to Basel to visit this presentation of the latest trends and creations.
Trade Exibitions & Fairs
Trade Exibitions & Fairs
Trade Exibitions & Fairs
Trade Exibitions & Fairs
The event is organised by the “Fondation de la Haute Horlogerie”, founded in early 2005, a private law foundation created on the initiative of three founding members: Audemars Piguet, Girard-Perregaux, and the Richemont Group.
Objective of the event is:
“To meet the expectations of participating brands wishing to receive their internationally based customers in optimal conditions”
In 2006 the sixteenth edition had be hosted by the Hall 6 on Palexpo (Geneve) covering an area of 24,000 m2, with an attendance of nearly 13,000 trade operators coming from all over the world with a strong presence of Russia, China, India.
Trade Exibitions & Fairs
Trade Exibitions & Fairs
Trade Exibitions & Fairs
90% male90% female
Communication Strategy Positioning
fashion craftsmanship
tradition
easy life
fashion accessory
“push the brand”
the best toy you can buy
“play with the brand”
at the top
“brand at its best”
quality never goes out of style
“reassure with the brand”
Best in town go along together
Comarket with another best in a brand-consistent niche
(luxury cars)
reassure best
brand play
Reassure while innovating
Introduce technology filtered by your brand values
(analog & digital dial)
reassure best
brand play
The best just for the happy fews
segment your top customerssegment your top customers
Comarket with another best in a brand-consistent niche, add on top a limited edition add on top a limited edition
effect
(luxury cars)
reassure best
brand play
I’m the one
Build a history of reputation against your competitors.
You’re market benchmark
(or you pretend to be so)
reassure best
brand play
You know what we’re talking about, don’t you?
Build a sense of community among your top customers
(If you ask what’s that, you don’t deserve it.)
reassure best
brand play
Diamonds are forever
Reassure she’s the one
(diamonds are girl’s best friends)
reassure best
brand play
Diamonds are forever
Reassure she’s the one
(more casual look with the steel bracelet)
reassure best
brand play
On every occasion
Play with life.
There’s no reason to lose your style.
reassure best
brand play
The good old times
Buy it!
It’s perfect for your everyday life, lifelong…
reassure best
brand play
Cool! Is it Puma?
Innovate and reinforce the brand
(watch is extremely light as Puma snickers are)
reassure best
brand play
It’s new, but with a long tradition…
Reassure with some female touch.
(a cup of hot tea in a warm house)
reassure best
brand play
It’s new, but with a long tradition…
While men are doing some real men work…
(...being at sea...)
reassure best
brand play
Use a testimonial
Not for exclusivity positioning and limited editions
Product placement in movies and in the daily life of your testimonial is usually more
efficient
reassure best
brand play
Use a testimonial and a cause
Use a testimonial, a charity cause, and your brand, to build your brand image
(support schools, help preventing cancer and environmental
disasters all at the same time…)
reassure best
brand play
Get set…Ready…Go!
Craftsmanship at its best, combined with limited edition
Only the bravest will get it!
reassure best
brand play
Technical Excellence
Craftsmanship at its best, combined with a little more
classical touch, for even more exclusivity.
Grand complication at top
reassure best
brand play
Finally, we made it!
Reassure you’re no longer just one of jewellery top three
brands. Finally customers can have at the same time italian
design & swiss watch craftsmanship.
(First tourbillion built 100% in house)
reassure best
brand play
Push, push, push the brand
Shoot right at your target!
(you can wear as many watches you feel like)
reassure best
brand play
Push, push, push the brand
Make your customer advertise your brand
(watch and bracelet combined together)
reassure best
brand play
Brand pushing (even more...)
Just in case you need to complement a Prada total
look with a watch
(watch blend in the background with the other
products)
reassure best
brand play
38
Product Placement – for her
Watch as part of coordinated fashion look
(a result of PR activities)
reassure best
brand play
Product Placement – for him
Watch as part of a man coordinated look
(no fashion, 100% technique)
reassure best
brand play
Here, we go!
Building image and reputation
(getting out of newcomer’s trap fast)
reassure best
brand play
It’s brand power, baby!
Rolex
(what else?)
reassure best
brand play
The Pink Panther...
Cartier
(what else?)
reassure best
brand play
The Jeweller of Kings...
Cartier
(emphasis on Jeweller image)
reassure best
brand play
Reassure
Reassure + Top
Top
Top
Top
Fashion - Branding
Fashion - Branding
Ooops!
The next watch market killer?
?
?
?
?
reassure best
brand play
Domande & Risposte
• C’è qualcosa da migliorare?• C’è qualcosa da meglio chiarire?• Visibilità delle slides?• Tempistica?
Ringraziamenti & Riferimenti
• Grazie della Vostra attenzione
Ing. Fabio O. BernardiniCell. +39 3383497750email: [email protected] (provvisorio)Via della donnicciola, 3300030 San Cesareo - Roma
