# SOCIAL & E-COMMERCE: IMPACT ON COMMUNICATION STRATEGY
How to convey brand luxury communication DNA in the social and online commerce era? New clientele aspires different format and more interactions, expecting brands to deliver a seamless an integrated experience. At the age of digital transformation, brands have to respond through different channels and learn using emerging technology to connect with consumers in new ways.
Mr. JULIEN GAUBERT-MOLINA, Managing Director, Hong Kong, SAME SAME BUT DIFFERENT
Tue. 30 July 2019, 10:00-18:00
St Regis Bangkok Hotel
This 4th Edition is hosted once again by Luxellence, FTCC, Luxuo & Stamina gathering leading brands from the hospitality, fashion, Watches and jewelry, cosmetic, Social media and research sector for a full day of content-rich and interactive programming and discussion.
This year, the theme is “LUXURY REDEFINED” with subtheme:
LUXURY AND SUSTAINABILITY: What is the role of luxury to enable and help drive environmental and social progress?
HIGH TOUCH EXPERIENCES AND HIGH TECHNOLOGY: How do luxury brands adapt to reach these new consumer standards? What does the advent of artificial intelligence mean for an industry build on the hand? How do you balance craft and computing? Can the two comfortably co-exist, or even complement one another? And what are best practices for each?
LUXURY TRENDS & LOCAL INSIGHT: What are global trends affecting the luxury industry? Is the word luxury redefined, What are the innovation, omni-personal?
WHAT DOES LUXURY CUSTOMERS WANT ...HIGH TOUCH OR ...HIGH TECH? Find out more in this new edition.
TREND # GLOBAL TRENDS FORESIGHT TO LOCAL INSIGHT INTO THAI LUXURY CONSUMERS
Learn how global trends affecting the luxury industry in 2019 such as luxury redefinition, innovation, omni-personal, apply to Thai luxury consumers. The findings from research that is conducted for over 600 Thai luxury consumers and is presented for the first time at Thailand Luxury Symposium 2019.
Former Managing Director, IPSOS Thailand
MARKET TRENDS RESHAPING THE LUXURY RETAIL INDUSTRY
The luxury industry is going through a period of great change. Fostered in part by the growing base of millennial consumers and exacerbated by the shift of wealth and spending patterns across the globe, brands are scrambling to adapt their marketing strategies and operations to match the demands of today’s luxury shoppers.
LUXURY AND SUSTAINABILITY
‘Sustainability’ was identified as one of the emerging words of how the definition of luxury is changing. Other words included in this new definition were ‘cutting edge design’, ‘highest quality’, ‘functional’, ‘craftsmanship’, ‘long lasting’, ‘one-of-a-kind’, and ‘unique’. All of these, but in particular ‘craftsmanship’ and ‘long lasting’ have a close relationship with ‘sustainability.’
Thus, this the time for the industry to come up with better and more affordable ways to create sustainability within the trading industry for all products–fashion, luxury, and technology.
How the company is facing the challenge of sustainability and how the clientele is responsive to their initiatives?
# DISRUPTING LUXURY: CREATING RESILIENT BUSINESSES IN TIMES OF RAPID CHANGE
Companies across industries are facing major challenges that, if left unaddressed, will have an impact on the resilience of existing business models. These challenges—climate change and biodiversity loss, new technologies and automation, and rising economic inequality—have specific implications for the luxury sector. Given the luxury sector's role as influencers and trendsetters and its reliance on well-functioning ecosystems, what is the role of luxury to enable and help drive environmental and social progress?
Ms. ONANONG PRATAKPHIRIYA, Corporate Communications and Public Affairs Director, L’OREAL THAILAND
Ms. SOPAVADEE BEJRAJATI, Division Manager Marketing, CLUB 21 THAILAND
Ms. SITA CHUTIPHAWORAKAN, CEO, BCHU RUNWAY
Moderated by Dr. THITIPORN SATHAVORNMANEE, Executive Director, LUXELLENCE CENTER
HIGH TOUCH EXPERIENCES AND HIGH TECHNOLOGY
A trend has emerged in the luxury sector driven by affluent consumers who instead of prioritizing monetary value, seek personalized, unique experiences that match their ethical values.
Luxury is about connecting on a human level — ‘make me feel’ and ‘involve me.’ People want the emotional connection. They want a personal experience, not a mass experience. And in relationship to sustainability, brands need to be able to tell the sustainability story in a way that makes the human connection.
How do luxury brands adapt to reach these new consumer standards?
# LEVERAGING THE LUXURY EXPERIENCE ECONOMY
Consumers are increasingly choosing experiences over products, but as luxury firms continue to amplify these experiences, they could be stretching the limits of their brand. Some brands are offering experiences of such magnitude that they no longer count as gimmicks or perks, but whole new businesses. These are big bets into changing customer behavior and draw heavily on branding. But just how much can a luxury brand expand into this new experience economy? Do these expansions into the experience economy overstretch or strengthen their brands?