LUXURY SOCIETY KEYNOTE 2017

November 24th, 2017
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Following a series of successful events across the globe, Luxury Society now presents its third keynote in Shanghai. Taking place next Wednesday, 29 November, at Four Seasons Shanghai in Puxi, it will bring together an exclusive group of 120 luxury professionals for an afternoon of presentations and interviews by brands including Baidu, Alibaba, Tencent, Sina Weibo, Swarovski and Four Seasons Hotels & Resorts.

Titled Crossing the Chasm: Bridging the Luxury and Digital Worlds, the conference aims to identify the growing chasms that are forming between brands and their target audiences, and how they can be overcome.

Here’s a look at the full list of this year’s speakers and the topics they will cover:

1st Chasm: Luxury and Millennials

According to a study by Bain, Millennials (typically defined as the generation born between the early 1980s and late 1990s) and Generation Z (the post-millennial generation) will account for 45% of the global personal luxury goods market by the year 2025. While that presents great opportunities for brands, challenges abound as Millennials think and shop differently from previous generations. How can luxury brands bridge this gap?

Targeting Millennials in China: A Montblanc Case Study
Pablo Mauron, Partner and Managing Director China, DLG; Associate Publisher, Luxury Society

2nd Chasm: Technology and Creativity

Apple founder Steve Jobs once said: “The best way to create value in the 21st century is to connect creativity with technology.” While previously viewed as highly disparate spheres, creativity and technology are increasingly coming together and offering brands better avenues and platforms to reach consumers – such as through artificial intelligence (AI), augmented and virtual reality (AR/VR), HTML 5 campaigns and mini programs. How can brands reap benefits from these two worlds concurrently?

New Era Approach to Digital Marketing Transformation Based on User Data Insights
Max Ren, Senior Operations Manager, WeChat Advertising, Tencent Social Advertising

Reaching Luxury Consumers With Artificial Intelligence (AI)
By Charly Cai, Senior Key Account Director, Baidu

3rd Chasm: Paid and Earned Media

In today’s highly connected world, consumers have unprecedented access to media and information. While this has undoubtedly broadened their horizons, it has also instilled in them a healthy distrust towards advertising messages – in fact, the 2017 Edelman Trust Barometer study displayed that 65% of consumer trust lies with academics, analysts, journalists, and other experts. How then, should brands leverage both paid and earned media options for maximum impact?

Achieving Record Exposure Through Social Media: A Four Seasons Hotels & Resorts Case Study
Jocelyn Phi, Vice President, Hotel Marketing, Asia Pacific, Four Seasons

Generating Exposure: Opportunities for Luxury Brands
Lu Jia, East China Key Account Director, Sina Weibo

4th Chasm: Acquisition and Retention

Research has shown that it costs five times as much to acquire a new customer than to retain an existing one. How can brands strike a balance between creating successful campaigns that aid acquisition and retaining existing customers through social CRM programmes and initiatives?

Building Awareness and Loyalty through WeChat
Elsa Wang, Head of Communications, Swarovski

5th Chasm: Visibility and ROI

As the marketplace for luxury goods grows increasingly saturated, brands are spending more time and effort on boosting visibility through online campaigns and influencer marketing. This, however, does not necessarily translate into offline in-store traffic and tangible returns of investment. How can brands close the gap between the two? Fireside Interview

Fireside Interview: Turning A Personal Brand Into A Profitable Business
Yu Xiao Ge | Founder, iDS Big Eyes (iDS 大眼睛) and iSNOB

Interviewed by:
Casey Hall | Writer, Editor and Author, Women’s Wear Daily (WWD)

Unlocking the Power of Tmall for Luxury Brands
Persephonie Zhu | Luxury Business Solutions Director, Tmall, Alibaba Group

Seats are filling up fast, with top executives from brands including Montblanc, Carl F. Bucherer, Vacheron Constantin, Piaget, Net-a-Porter, Farfetch, Chopard, Burberry and Chanel having already confirmed their attendance. Don’t miss out on your chance to be a part of the conversation and get your tickets here now.

P.S. Only 35 seats are left!

For more information about the event and ticket purchases, please visit this website. If you have any questions or need more details, do reach us at keynote@luxurysociety.com.

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