Mumbrella360 video: The luxury consumer force
In the lead-up to Mumbrella360 on June 7-9, we revisit highlights from last year’s event.
The booming luxury retail market in Australia generates annual revenues of $1.6 billion per year, with a growth rate of 9.8% between 2010 and 2015, with growth over the next five years expected to sit at around 8.5%. So how can brands get a slice of this profit?
Panel: Nick Smith, group lifestyle publisher, NewsLife Media (moderator); Edwina McCann, editor in chief, Vogue Australia; Naomi Shepherd, head of consumer goods Facebook and Instagram; Victoria Doidge, general manager marketing communications, David Jones; Iris Kleimann, head of marketing, Paspaley.
https://youtu.be/hUw0uu71vSs
Timeline:
- 0:00 The luxury consumer market in Australia
- 3:30 The Paspaley story – skewing younger and changing the market’s perception of pearls
- 4:30 David Jones – the emerging Chinese Australian market
- 5:15 Vogue Australia now publishing editions in Mandarin
- 6:00 Instagram and the evolution of luxury brands
- 6:44 The paid, owned and earned media mix – which is most important?
- 8:00 Being vigilant as a social listener and empowering staff to blog
- 10:15 Do’s and don’ts of Instagram – don’t rely on influencers to tell your brand story
- 11:00 Vogue and social media influencers and the print legacy
- 12:00 How to engage at a luxury level
- 15:00 Creating content across platforms: the demand to create marketing assets
- 18:00 Exclusivity and online – do they work together?
- 21:00 Instangram wins at the CFDAs
- 23:00 David Jones: overcoming a lack of ecommerce platform with an app
- 25:00 Just 5% to 10% of luxury goods are bought online
- 27:00 How to get multiple assets from one opportunity
- 30:00 Aligning purpose with value and mission
- 31:00 How does Instagram help publishers or brands operate?
- 32:00 How does Paspaley work with media partners?
- 36:00 Vogue runs bespoke events for the Chinese market
- 37:30 Tricks to get more play on Instagram
- 39:30 Which brand is using digital and social well?
- 46:08 Presentation concludes
To find out more about this year's Mumbrella360, held in Sydney over June 7-9, head to www.mumbrella.com.au
