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Meetup:Digital Innovation & Luxury Goods
MKTG 5604September 26, 2021
Tonight’s Plan
6:00p Welcome, Agenda, & Questions
6:05p Balenciaga & Fortnite
6:15p Innovation Ideation for Luxury Goods
6:45p Report Out
7:55p Conclude
Future meetups will take a tactical focus. What are you interested in learning?
● Better understanding specific tools: Google Analytics, Hubspot. How does it work? Applications of those tools?
● Guest speaker from another company. What are the positions available in marketing? Jobs specific. ○ Occupational options? What routes to take in marketing? [VP of eCommerce, Comcast
on October 24]● Building personas & UX (Guest Speaker)● Applying emerging technologies
○ Where can we leverage analytics to enhance the User Journey -- particularly in B2B.● Luxury brands and how they approach digital innovation? [Tonight!]● NFTs and how they are used in marketing?
Balenciaga joins the metaverse.
A new partnership between fashion house Balenciaga and Fortnite blurs the line between real and unreal.
Fortnite players have the opportunity to purchase digital Balenciaga outfits from a virtual version of the brand’s brick & mortar store.
People can purchase an IRL-version of the hoodie made for the characters of the game.
Tonight’s Activity
Pitch an innovative brand partnership that has potential enhance the customer experience.
- Select a brand.
- Use the 5Cs framework to identify innovation opportunities & potential brand partnerships.
- Use principles of segmentation and targeting to evaluate customer segments & their needs.
- Propose adoption of a new tech and/or a brand partnership.
- Email results to me at [email protected].
Applying concepts from our first two Learnathons.
