Ferrari, Peninsula Sotheby’s and Advance join The One Centre at the Mumbrella Luxury Marketing Summit

The One Centre’s CEO, John Ford, will lead an in-depth panel on the psychology of selling to ultra high-net-worth individuals featuring senior executives from Ferrari, Peninsula Sotheby’s International Realty and Advance at the Mumbrella Luxury Marketing Summit.

Ford, Appleroth, Curtain and Rugge-Price will discuss the psychology of high-net-worth consumers

Ford and his panel members, Herbert Appleroth, CEO of Ferrari Australasia, Emma Rugge-Price, CEO of Advance, and Robert Curtain, managing director of Peninsula Sotheby’s International Realty, will reveal why developing lifelong one-to-one relationships is akin to hand-to-hand combat, and requires a single-minded commitment to providing the highest levels of service.

The Australian luxury market as a whole will also be put under the microscope by IBISWorld senior analyst, Kim Do, author of the ‘Luxury Retailing in Australia’ report.

IBISWorld’s Do will reveal the statistics behind luxury retail in Australia

Do will use the report to highlight key trends relevant to luxury brands and marketers and dive deeper into the statistics surrounding the Australian luxury market. She will discuss growth being driven by inbound tourism (particularly from Asian tourists), the health of sales from local buyers, market polarisation and the growing interest in luxury brands from younger consumers.

Also confirmed to speak is partner at The Works, Douglas Nicol, who will help break down the new luxury consumer.

Nicol will challenge the assumptions surrounding luxury consumers

Nicol will reveal surprising truths about today’s consumers and how, in many cases, the consumer is outpacing luxury brands with their needs and behaviours. He’ll attack the big questions including whether or not brands are keeping up with the shifting luxury demographic and if ‘luxury’ is even a term that can be used with any true relevance today.

These speakers join the already confirmed launch lineup that includes Anna Guillan AM, regional director of sales and marketing of One&Only Resorts and Emirates One&Only Wolgan Valley, renowned Australian interior designer Greg Natale, Doris Li, general manager of marketing and communications at Bastion China, and Naomi Parry, director of Black Communications.

The Mumbrella Luxury Marketing Summit takes place on December 6 at the Four Seasons hotel in Sydney. Early bird tickets are on sale now.


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