Mumbrella360 video: The luxury consumer force

In the lead-up to Mumbrella360 on June 7-9, we revisit highlights from last year’s event.

mumbrella360-luxury consumer force - wide with screen

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.


  • 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

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