Guest Lectures Flashcards
Altagamma covid consequences
- decline in luxury market
- accessories performed above average (China)
- increased importance of hero products
- travel/department stores suffered
- new consumer trends (sustainability + culture)
may moma, instant + instance: main challenges for new entrepreneurs
finding right positioning
finding a manufacturer
finding right distribution partners
designing business model w/ sustainable approach
controlling financials
moncler
heritage: first nylon jacket
innovation: genius project
KSF in event creation:
- globalization
- community building
- inclusivity
- digital experience (teasing, live, amplification)
bally: clienteling
technique used by sales to establish long term relationships with their customers based on preference + purchases
3R approach:
- recruiting
- retention + reactivation
- reinforce
loro piana
business model evolution: from B2B (fabric) to B2C (luxury brand)
competitive adv:
- natural fibers
- textile heritage
- vertical integration
key steps for successful clienteling
ensure positive user experience
involve all relevant stakeholders
make roles + processes transparent
support users in the moment of need
explain the key benefits of the software
communicate during every stage of implementation
don’t skip out on training
loro piana’s textile division
sources of revenue: RTW + tailors
bespoke vs MTM
- bespoke is made for you & MTM is altered for you
- MTM appealing younger customer because it is transitioning out of formal wear (tech advances)
gucci’s competitive advantages
global reference for fashion + accessories = creativity (alessandro)
benchmark for innovative business model = omnichannel, experiential spaces, culture of purpose
- empowering dream makers
influencer marketing
moving from occasional collaborations to partnerships
leveraging on the community to launch a business
how brands should work with content creators
similar positioning
authenticity
don’t be a «control freak»
quality traffic should be paid
look outside of your niche
