What Luxury Is? by olgapetrusewicz

REPORT 2019

GuccixHarmony Korine Campaign Picture by Alessandro Michele

WHAT IS LUXURY FASHION & RE-IMAGINING THE FUTURE OF LUXURY RETAIL

THE FUTURE OF LUXURY

REPORT 2019

Marine Serre A/W 2018 backstage Picture by Marijo Zupanov

DEFINING LUXURY

THE NEW LUXURY

OMNI MEDIA

FORECAST FOR LUXURY

CONCLUSION

APPENDIX

REFERENCES

THE FUTURE OF LUXURY

DEFINING LUXURY

Burberry Spring/Summer 2019 photographed by Brett Lloyd

DEFINING L U X U R Y

Looking back at the art of past eras, luxury fashion can be seen as a symbol of social status and wealth. Reaching back to early Egyptian era, The Pharaohs were dressed in the finest clothes and jewellery. Similarly, during Renaissance and the period of Louis XIV reign, the idea of beauty and fashion gained importance among the wider circle of population. Members of middle social class began to aspire to dress similarly to the wealthy and privileged, introducing the beginning of separation between apparel and a social status (Ryan, 2018). The luxury has always been fuelled by aspiration and desire to be a part of a certain group or to lead a specific lifestyle. Looking at British Royal Family, their attire attracted attention of the society and was always a representation of style and wealth made of fine fabrics, jewellery and imported leather and fur (Staniland, 1997). With Charles Worth

inventing haute couture and fashion marketing in middle 19th century, the idea of celebrity was introduced, a model who would become a representation of a brand and ultimately become an inspiration for the public (Ryan, 2018). The time has proved, that luxury has no strict definition within materials or silhouettes but often needs to be progressive and controversial in order to appeal only to a certain group. Previously attached mainly to a product, luxury nowadays refers more to brand and a lifestyle that particular label represents. However, the cost is still playing an important role in placing the brand as luxurious, progressing consumer change shifts a large importance towards knowledge in what is currently understood as luxury, making the sector more democratic (Truzno, et al. 2018).

NOBODY KNOWS WHAT LUXURY IS ANYMORE Marc Bain

THE FUTURE OF LUXURY

THE NEW LUXURY

With the younger consumer flooding the luxury market, it became necessary for the luxury brands to adopt more online strategies, which fulfil the needs of Millennials and Generation Z, who in 2017 contributed to 85% growth of luxury sector (D’Arpizo, 2017). The consumers now are more aware of what they want and seek for brands, which share their values and beliefs. For them quality and brand’s ethos are of equal importance, hence why the luxury brands began to focus more on the labels’ heritage - showing brand’s identity through various campaigns, in order to appeal to the consumers using storytelling and connecting with the customers’ emotions. The essential strategy is to establish “a clear and distinctive identity of their products, services and organization” (González Romo, 2017).

THE NEW LUXURY

Marine Serre Spring/Summer 2019 Photographed by Christina Fragkou

THE FUTURE OF LUXURY

Retailers have to provide easy and effortless service in order to keep their position on the very competitive market as young consumers are constantly using the Internet. The new luxury customer becomes more impatient and is more likely to choose a different brand if their online transaction process proves to be too complicated and time-consuming (Okonkwo, 2007).

Previously very exclusive and accessible only in certain locations, luxury brands had to re-evaluate their approach opening themselves more to their consumer groups. As the amount of users using their mobile devices to make purchases increases, luxury brands invest more in optimizing their websites to connect with the customer more effectively. Except their official webpages, they use social media platforms to present their brandâ&#x20AC;&#x2122;s personality in more direct way, what leads to adapting an omni channel approach and making it easier for the customer to connect with the brand seamlessly.

Convenience Store Courtney Trop

REPORT 2019

THE FUTURE OF LUXURY

GUCCI GANG HOW MILLENNIALS SHAPE LUXURY FASHION

THE NEW LUXURY

A PARISIAN GIRL GROUP CALLED “GUCCI GANG” IS THE NEW SYNONYM OF COOL, GETTING BIG NUMBER OF LIKES AND FOLLOWERS ON INSTAGRAM. ALL OF THE GIRLS ARE STILL IN THEIR TEEN YEARS AND HAVE BEEN DISCOVERED WHEN SOME OF THEM WERE ONLY 14. THE NAME IS ABSOLUTELY ACCIDENTAL AND DOESN’T HAVE ANY CONNECTION TO THE TOP LUXURY BRAND, WHICH CURRENTLY IS GETTING A LOT OF HYPE AND ATTENTION IN THE FASHION WORLD. THE GIRLS STARTED BY WEARING CLOTHES THEY FOUND IN CHARITY SHOPS OR THEIR PARENTS’ WARDROBES DEVELOPING UNIQUE AESTHETICS AND PERSONAL STYLE (LONDON PEOPLES, 2016). WITHOUT WEARING BIG BRANDS BUT BY CREATIVELY SHOWING THEMSELVES ONLINE, THE GIRLS CAN BE SEEN IN THE FRONT ROWS ON PARIS FASHION WEEK AND ON THE VIDEO CAMPAIGN FOR AN EMERGING DENIM BRAND MIAOU COLLABORATING WITH TRAVIS SCOTT (SIDER, N.D.). YOUNG AND UNAPOLOGETIC, GUCCI GANG IS AN EXAMPLE OF NEW LUXURY TREND, WHICH FOCUSES ON UNIQUENESS AND AUTHENTICITY AND PROVES HOW MILLENNIALS CHANGE THE UNDERSTANDING OF COOL.

Gucci Gang in Paris Photographed by Hannah Sider

THE FUTURE OF LUXURY

OMNI MEDIA

Gucci Utopian Fantasy Artwork by Ignasi Monreal

Omni channel marketing is integrating brand’s online and offline channels into one, placing an even focus on both. Customers no longer want to interact with a few different platforms from which each serves a different purpose, now the brands are expected to allow their consumers to shop and return a product via any of the channels. The omni media marketing is the future for retail as 73% of shoppers interact both online and offline with the brand, while only 20% shop solely in stores and 7% exclusively online (Sopadjieva et al. 2017). However important e-commerce becomes, omni media incorporates the importance of brick and mortar stores as part of successful, seamless shopping experience leveraging value of brands with physical stores over online-only retailers. Creating digitally influenced spaces is equally important as delivering easy and fast service via online platforms. Omni channel marketing means the content online and offline is aligned, and this gives brands the opportunity to enhance and elevate their image further. Burberry is one of the most innovative and quickly moving forward luxury brand according to the report created by a digital research group L2 (Brooke, 2014). Their visual merchandising is being carefully designed. Light coloured walls and darker furniture are

representing Burberry’s classic check pattern in the store, what is another idea of cleverly implemented branding. ‘Pay anywhere’ technology in the store is making the purchases easier for the consumers and introducing RFID tags, which the customers can scan, provide them with needed information about the manufacture process and details about the product in a short time. The brand also focuses to provide their customers with enhanced and unique in-store experiences, which they would not be able to access online like live gigs or screening of latest runway shows (Trotter, 2018). Being omni channel for the luxury label also means having the highest level of customer services, equally effective online and in the store. Burberry provides easy and intelligent customer experience on all digital devices. The label launched a chatbot in 2016 through which the customers were able to receive latest updates about the shows and today it allows browsing the collections and get recommendations on items. Lately, the app even integrated with Uber helping the customers to travel to the store (reference). The brand also introduced in-store tablets, which sales associates use to provide all the needed information to the customer (Brooke, 2014).

GOING OMNI CHANNEL

THE FUTURE OF LUXURY

OMNI MEDIA

Burberry Partners with DreamWorksâ&#x20AC;&#x2122; Nova Photographed by Homa Zaryouni

Burberry New Store in Shanghai Sourced from Luxuo

THE FUTURE OF LUXURY

OMNI MEDIA

SCAN THE CODE TO SEE THE OFFER AND MENU

“Armani Ristorante means living a unique and sensory gourmet experience”

Brands also start to adapt 360° approach, what provides the highest customer engagement and reaches further than delivering only a finished product. Millennials and Generation Z focus more on experiences rather than possession of material goods. Participation in events and ability to show it on social media became a symbol of a luxurious lifestyle, giving customers a feeling of belonging to a prestigious group (Truzno, et al. 2018). Armani provides their customers with the ability to experience their brand opening up restaurants and cafés. The website invites you to engage in fine dining aligned with the philosophy of Giorgio Armani “Armani Ristorante means living a unique and sensory gourmet experience” (Armani, 2018). The luxury market is no longer limited to fashion but dictates the

taste, consumers with great architecture, design and art. Visiting the spaces enhances the shopping experience for the customers who desire to be a part of this certain lifestyle proposed by the label. Similarly, luxury brands open branded hotels and resorts in order to elevate the label, proposing the consumer with the ability to fully experience the luxury and taste the lifestyle the brand represents. Bulgari is one of the brands, which has been leading the trend of creating resorts for their consumers. Their hotels are located predominantly in key cities in Asia – Shanghai, Beijing, Tokyo and Dubai, where the label has the largest, quickly developing customer market – the estimates for 2025 is that Chinese customer will make up around 45 percent of the luxury market (Remy, et al. 2015).

Cafe and Restaurant by Emporio Armani

THE FUTURE OF LUXURY

OMNI MEDIA

FROM THE LEFT Bulgari Hotel Paris Bulgari Villa Interior in Bali

THE FUTURE OF LUXURY

OMNI MEDIA

Bulgari Spa & Hotel London

THE FUTURE OF LUXURY

OMNI MEDIA

“Customisation becomes a signature leverage of luxury brands”

The personal approach visible in communication between the customer and the brand also starts to appear within the products. Increasing number of consumers seek for items, which feel special and personal to them. Customisation becomes a signature leverage of luxury brands as they prove to understand and address the needs of their consumer. Nike opened a customization wing in their store, allowing the consumers to browse through wide range

of fabrics, laces and embellishments and create their own, unique version of the classic shoe models (Gibson, 2018). Ralph Lauren opened The Polo Custom in their London store, where customers can embroider patches or monograms on the blazers, simply by using a tablet. Introducing Mon Monogram programme, Louis Vuitton’s consumers are able to put their own initials under the brand’s logo on their luggage sets and bags (Arthur, 2017).

SCAN THE CODE TO WATCH THE PROCESS

Mon Monogram Programme Louis Vuitton

THE FUTURE OF LUXURY

OMNI MEDIA

Nike Innovation, New York Customisation Wing

THE FUTURE OF LUXURY

FORECAST FOR LUXURY

WHAT DOES THE FUTURE HOLD 33

Tanvas is working on surface haptic, which would allow feeling the texture through the tablet and phone screen. The company is already creating demo versions in automobiles but if successful, the possibility of physically touching a product without having to go to the store becomes much more probable for the future luxury brands (Cooper, 2017). With those developments, the luxury brands will have to focus much more on providing the customer with a holistic experience rather than specialising in one area. The stores will change in purpose and will have to adopt strategies, which will encourage consumers to interact with the brand â&#x20AC;&#x201C; becoming more experience centred and pushing the physical sale into the secondary reason for visiting the brand. Nike Innovation, New York

With the rapid development of new technologies and Artificial Intelligence, the luxury world will be flooded with new possibilities. Applications like FoloFYT offer safe body scans in order to get your exact measurements and try on the garment online rather than physically. Background payments are becoming more common and start to also enter retail, using PayPal a customer no longer need to interact with a staff member or queue in a line but can easily scan, click and purchase a product in an offline store (Gola, 2018). Newly opened Nike store in New York offers their NikePuls members to reserve an item using their mobile device with possibility of storing the product in an in-store locker until they are available to pick it up (Gibson, 2018).

THE FUTURE OF LUXURY

FORECAST FOR LUXURY

With overwhelming amount of technology entering the shop spaces, the luxury brands will have to invest in a special training for their staff. As â&#x20AC;&#x153;the frontline ambassadors to in-store technologyâ&#x20AC;? they will have to be fluent with the newest solutions in order to maximise their performance and fully engage with the customers (Emmons, 2019). Retailers realise that the brand needs to be seamless and aligned both online and offline for the luxury brands to create a personal connection with their customers.

FROM TOP LEFT Gucci Hallucination Window Merchandising, Burberry Digital Store, Burberry Kiss Campaign Website

THE FUTURE OF LUXURY

CONCLUSION

The rising impact of technology on the fashion sector means that the consumer becomes more demanding, making the luxury retail sector more democratic than before. With an evolving definition of luxury, top brands need to change the ways they deliver their products to the customers without compromising on their prestigious image and stay open to new innovations in order to succeed. Looking at current customer patterns, the luxury brands are forced to enter the online market in order to remain relevant. However, only adopting them with the highest level of expertise, creativity and educated staff will differentiate a label from their competitors.

Burberry London Shop Rebranding

Omni channel marketing is focused on providing effortless and seamless experience and delivers new ways of interacting with the customer. Alignment of online and offline contents allow brands to maximise their potential and cleverly use branding to create more personalised experience for their customers. Consumer behaviours are shifting, younger shoppers find experiences and knowledge more valuable than finished products, analysis of those patterns allow top luxury retailers to adapt their strategies accordingly and seduce their customers with a holistic approach to a luxurious lifestyle.

LUXURY BRANDS WILL BE MORE SELECTIVE WITH STORE OPENINGS GOING FORWARD Sarah Shannon

THE FUTURE OF LUXURY

APPENDIX

Breath Luxury

•

• • • • •

Fashion is no longer tied so closely with money. It demands more - knowledge. If you know what to buy, you can call yourself a part of the luxury world. As the small brands become more desirable due to their authenticity and limited accessibility, the youth is dominating the fashion market. They are the first to know which brands are cool and which are definitely last season.

• • • • •

EXPERIENCE FOCUSED

Change in Form

Back to Basics • • • •

•

importance of material goods returns meaning of luxury closely assocciated with wealth luxury brands advertising their campaigns to an older consumer increasing demand for luxury products

The traditional meaning of luxury is experiencing a rebirth. The appreciation for craft, quality and sophistication returned making the wealthy, mature customer as a main targeted consumer for luxury brands. After Millennial boom, luxury retailers need to rethink their approach to marketing and focus their strategies on delivering the most efficient customer service. Once again, fashion proves that the time doesn’t change its core image.

emerging cliques and tribes, who posses the knowledge about what is luxurious decreasing demand for traditional luxury products top brands changing their strategies organising more pop ups and events to keep their customers involved big involvment of celebrities and influencers in brands’ strategies decrasing interest in the top retailers market dominated by young consumer

The consumer is too well educated and aware about the world to desire solely a product. We want to have goals and aspirations and that’s what we look for in a brand. Traditional luxury no longer has a big appeal if it doesn’t deliver new experiences. With increasing importance of lifestyle, groups made out of influencers have priority. They know where to go and show us how to live.

PRODUCT FOCUSED

• • •

PRICE DICTATING LUXURY SECTOR

luxury closely connected to knowledge and authenticity main luxury retailers loose their appeal luxury market consisted mainly to younger consumer new, young brands appearing on the market rising importance of streetwear in luxury sector Increased competition on the market, quickly changing trends

LUXURY BEING MORE DEMOCRATIC

Who knows what to wear?

luxury brands focus on other areas heavily a few luxury brands dominating the market market focused heavily on the older consumer decreasing demand for products

As always, luxury is always available to those, who can afford it. There is a clear trend of drifting away from the importance of material possessions, but in exchange customers expect the highest level of sophistication and exclusivity from the activities proposed by the luxury brands. The top retailers reshape their image by inviting people for balls, weekends away on yachts, beauty days in most remote locations or art viewings in order for the customer to experience this luxurious lifestyle.

THE FUTURE OF LUXURY

BOOKS AND E-BOOKS Hancock, I. (2016). Brand/story: cases and explorations in fashion branding. Second ed. Bloomsbury Publishing. New York. Okonkwo, U. (2007). Luxury Fashion Branding : Trends, Tactics, Techniques. Palgrave Macmillan Limited, London. [ebook]. Available at: ProQuest Ebook Central. [Accessed on: 05 January 2019]. Staniland, K. & Museum of London. (1997). In royal fashion - the clothes of Princess Charlotte of Wales and Queen Victoria 1796-1901. Museum of London. London. Trunzo, B., DeLeon, J. and Dreesen, E. (2018). The New Luxury. [ebook] New York: Highsnobiety, Inc. Available at: https://mycourse.aub.ac.uk/bafco5/ wp-content/uploads/sites/37/2018/12/The-NewLuxury-Highsnobiety-Whitepaper.pdf [Accessed 29 Dec. 2018]. 42

JOURNALS Escobar Rios, A. (2016). The Impact of the Digital Revolution in the Development of Market and Communication Strategies for the Luxury Sector (Fashion Luxury). Central European Business Review, 5(2), pp.17-36. González Romo, Z., García-Medina, I. and Plaza Romero, N. (2017). Storytelling and Social Networking as Tools for Digital and Mobile Marketing of Luxury Fashion Brands. International Journal of Interactive Mobile Technologies (iJIM), 11(6), pp.136-147. Groom, A. (2011). Exhibition Review: Luxury in Fashion Reconsidered. Fashion Theory, 15(4), pp.503-508.

PRESENTATIONS Ryan, K. (2018). The Revolution and Origins of Luxury Fashion. Bournemouth. Arts University Bournemouth. Harvard Business School (2006). A Note On Scenario Planning. Boston: Harvard Business School.

WEBSITES Abnett, K. (2015). Browns Acquired by Farfetch as Part of Omni-Channel Growth Strategy. [online] The Business of Fashion. Available at: https://www. businessoffashion.com/articles/news-analysis/ browns-acquired-by-farfetch-as-part-of-omnichannel-growth-strategy [Accessed 3 Jan. 2019]. Abnett, K. (2016). The Store of the Future. [online] The Business of Fashion. Available at: https://www. businessoffashion.com/articles/intelligence/thestore-of-the-future [Accessed 3 Jan. 2019]. Arthur, R. (2017). Fashion brands are tooling up to create custom clothing in minutes. [online] Wired. co.uk. Available at: https://www.wired.co.uk/article/ custom-made-luxury-clothing-fashion-design [Accessed 13 Jan. 2019]. Bain, M. (2018). Nobody knows what luxury is anymore. [online] Quartzy. Available at: https:// qz.com/quartzy/1303457/nobody-knows-whatluxury-is-anymore/ [Accessed 18 Jan. 2019]. Brooke, E. (2014). Burberry and Gucci Have the Most Advanced Omnichannel Strategies in Luxury, Study Says. [online] Fashionista. Available at: https://fashionista.com/2014/07/luxury-players-lagbehind-in-omnichannel [Accessed 11 Jan. 2019]. Browner, D. (2017). Tanvas: Feel Textures on a Touch Screen. [online] Perkinselearning.org. Available at: http://www.perkinselearning.org/ technology/posts/tanvas-feel-textures-touchscreen [Accessed 13 Jan. 2019]. Burgess, M. (2017). How Hollywood technology is changing fashion retail. [online] Wired.co.uk. Available at: https://www.wired.co.uk/article/ matthew-drinkwater-london-college-of-fashion [Accessed 10 Jan. 2019]. Business Of Fashion (2018). How Streetwear Took Over Luxury. [online] The Business of Fashion. Available at: https://www.businessoffashion.com/ articles/professional/streetwear-luxury-virgil-ablohlouis-vuitton [Accessed 17 Jan. 2019]. Chitrakor, K. (2015). Role Call | Mark Lapicki, Head of Omnichannel Innovation. [online] The Business of Fashion. Available at: https://www. businessoffashion.com/articles/role-call/role-callmark-lapicki [Accessed 11 Jan. 2019].

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Lauchlan, S. (2017). Burberry - meeting the omnichannel retail challenge front and back. [online] diginomica. Available at: https://diginomica. com/2017/05/30/burberry-meeting-omni-channelretail-challenge-front-back/ [Accessed 15 Jan. 2019].

Corzine, M. (2018). For Luxury Brands, OmniChannel Experiences Are More Important Than Ever. [online] Luxury Society. Available at: https:// www.luxurysociety.com/en/articles/2018/10/luxurybrands-omni-channel-experiences-are-moreimportant-ever/ [Accessed 11 Jan. 2019].

Lauchlan, S. (2017). Luxury brands - the final frontier for omni-channel e-commerce?. [online] diginomica. Available at: https://diginomica. com/2017/03/15/luxury-brands-final-frontier-omnichannel-e-commerce/ [Accessed 11 Jan. 2019].

D’Arpizio, C. and Levato, F. (2017). The Millennial State of Mind. [online] Bain & Company. Available at: https://www.bain.com/insights/the-millennialstate-of-mind/ [Accessed 8 Jan. 2019]. D’Arpizo, C. (2017). Generations Y and Z drive growth in luxury market. [online] Bain. Available at: https://www.bain.com/about/media-center/bain-inthe-news/2017/generations-y-and-z-drive-growthin-luxury-market/ [Accessed 13 Jan. 2019]. Dupre, E. (2017). How Three Luxury Brands Are Adapting to an Omnichannel World. [online] DMNews.com. Available at: https://www.dmnews. com/channel-marketing/multi-omnichannel/ article/13035216/how-three-luxury-brands-areadapting-to-an-omnichannel-world [Accessed 27 Dec. 2018]. Emmons, S. (2019). Op-Ed | Why I’m Leaving Neiman Marcus. [online] The Business of Fashion. Available at: https://www.businessoffashion.com/ articles/opinion/op-ed-why-im-leaving-neimanmarcus [Accessed 16 Jan. 2019]. Gibson, E. (2018). Nike’s rippled glass New York flagship aims to disrupt “concrete canyon”. [online] Dezeen. Available at: https://www.dezeen. com/2018/11/14/nike-house-innovation-000flagship-store-new-york-city/ [Accessed 15 Jan. 2019]. Gola, K. (2018). Moda też może być high tech!. [online] Crazy Nauka. Available at: https:// www.crazynauka.pl/moda-tez-moze-byc-hightech/?fbclid=IwAR2uIFwvyY7wzf5J_WXYQ4yqGilsgkysIV4LUCWCe0slmu7rvxQuqNuOug [Accessed 13 Jan. 2019].

Moxley, M. (2018). Luxury Fashion Brands Push Into Hotel Space. [online] Barrons.com. Available at: https://www.barrons.com/articles/luxuryfashion-brands-push-into-hotel-space-1525722802 [Accessed 2 Jan. 2019]. Napoli, C. (2017). Luxury E-Commerce. Instagram Trends. [online] WGSN. Available at: https://www. wgsn.com/content/board_viewer/#/72134/page/1 [Accessed 3 Jan. 2019]. Peoples, L. (2016). Let These Parisian Teens School You On “French Girl” Style. [online] Refinery29.com. Available at: https://www. refinery29.com/en-us/teenage-french-girl-styleoutfit-photos [Accessed 18 Jan. 2019]. Schambach, S. (2017). Op-Ed | To Solve Omnichannel, Elevate Tech Choices to the C-Suite. [online] The Business of Fashion. Available at: https://www.businessoffashion.com/articles/ opinion/op-ed-to-solve-omnichannel-elevate-techchoices-to-the-c-suite [Accessed 3 Jan. 2019]. Shannon, S. (2017). What Shrinking Store Counts Say About the Luxury Industry’s Future. [online] The Business of Fashion. Available at: https://www. businessoffashion.com/articles/professional/whatluxurys-negative-store-growth-says-about-thefuture-of-the-industry [Accessed 15 Jan. 2019]. Sider, H. (n.d.). Gucci Gang in Paris. [online] ssense. Available at: https://www.ssense.com/ en-fr/editorial/fashion/gucci-gang# [Accessed 18 Jan. 2019]. Solomon, M. (2017). How Millennials Will Reshape the Luxury Market. [online] Forbes. com. Available at: https://www.forbes.com/sites/ msolomon/2017/06/20/how-millennials-will-

THE FUTURE OF LUXURY

reshape-the-luxury-goods-market-bain-luxuryreport-2017/#60d4cd3c2f86 [Accessed 12 Jan. 2019]. Sopadjieva, E., Dholakia, U. and Benjamin, B. (2017). A Study of 46,000 Shoppers Shows That Omnichannel Retailing Works. [online] Harvard Business Review. Available at: https://hbr. org/2017/01/a-study-of-46000-shoppers-showsthat-omnichannel-retailing-works [Accessed 6 Jan. 2019]. Squire, J. (2014). Op-Ed | Embrace Everywhere Commerce or Go Extinct. [online] The Business of Fashion. Available at: https://www. businessoffashion.com/articles/opinion/op-edembrace-everywhere-commerce-go-extinct [Accessed 9 Jan. 2019]. Trotter, C. (2018). Inside the retail strategy of Burberry - Insider Trends. [online] Insider Trends. Available at: https://www.insider-trends.com/ inside-retail-strategy-burberry/ [Accessed 15 Jan. 2019]. 44

Warren, M. (2018). Omnichannel vs Multichannel: What Every Retailer is Missing. [online] Veeqo. Available at: https://www.veeqo.com/blog/ omnichannel-vs-multichannel [Accessed 27 Dec. 2018]. Weiners, P. (2017). How Luxury Brands Are Adapting To An Omnichannel World. [online] Forbes.com. Available at: https://www.forbes.com/ sites/forbescommunicationscouncil/2017/06/02/ how-luxury-brands-are-adapting-to-anomnichannel-world/#50cb4d091958 [Accessed 4 Jan. 2019].

LIST OF FIGURES Michele, A. (2019). Gucci x Harmony Korine Campaign. [online]. Available from: https://www. wonderlandmagazine.com/2018/12/21/gucci-prefall-2019-harmony-korine/. [Accessed on: 20 Jan 2018].

Zupanov, M. (2018). Marine Serre Backstage. [online]. Available from: https://www.crash.fr/ backstage-at-marine-serre-a-w-2018/ [Accessed on: 17 Jan 2019]. Lloyd, D. (2019). Burberry Spring/Summer 2019. [online]. Available from: http://www.lebook.com/ creative/burberry-advertising-2019 [Accessed on: 11 Jan 2019]. Fragkou, C. (2018). Marine Serre SS19. [online]. Available from: https://www.dazeddigital.com/ fashion/article/42324/1/headphones-airpodstrend-legit-fashion-accessory-marine-serremargiela [Accessed on: 19 Jan 2019]. Trop, C. (2018). Convenience Store. [online]. Available from: http://alwaysjudging.com/ convenience-store/ [Accessed on: 18 Jan 2019]. Sider, H. (n.d.). Gucci Gang in Paris. [online]. Available from: https://www.ssense.com/en-fr/ editorial/fashion/gucci-gang# [Accessed on: 18 Jan 2019]. Monreal, I. (2018). Gucci Utopian Fantasy. [online]. Available from: https://www.format.com/magazine/ features/art/gucci-utopian-fantasy-ss18-campaignignasi-monreal [Accessed on: 17 Jan 2019]. Zaryouni, H. (2015). Burberry Partners with DreamWorksâ&#x20AC;&#x2122; Nova. [online]. Available from: https://www.l2inc.com/daily-insights/burberrypartners-with-dreamworks-nova [Accessed on: 19 Jan 2019]. Luxuo. (2014). Burberry Store Shanghai. [online]. Available from: http://www.luxuo.com/culture/ events/burberry-shanghai-flagship-store.html [Accessed on: 19 Jan 2019]. Armani. (n.d.) Emporio Armani Caffe. [online]. Available from: https://www.armani.com/ restaurant/en/restaurant/emporio-armani-cafferistorante-paris/ [Accessed on: 12 Jan 2019]. Bulgari. (2018). Bulgari Hotel Paris. [online].

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THE FUTURE OF LUXURY

Created by Olga Petrusewicz Contact Instagram @olgapetrusewicz e-mail opetrusewicz@gmail.com