Luxury Brand strategy 2017-08-29T09:00:50+00:00
712, 2017

The “Marque & Luxe” is celebrating its first anniversary!

actualités Agence, Agency News, Art, Art de Vivre, Atypical Concepts, Branding, Epykomène news, Epykomene work, I love Paris, J'adore, La crème de la crème, la vie Luxe, Luxury events, StrategYK, YK news in English|

A year ago, was the launch of the first book written by Audrey Kabla and published by les Editions KAWA in France.

“Marque & Luxe” talks about the philosophical, psychological & spiritual approach of Luxury & Luxury Brands. We discover there the YUXA concept which allies the precepts of Yoga with Luxury marketing strategies.

Discover the article of Audrey Kabla for the first anniversary of “Marque & Luxe”, right here!

The book is available in several bookstore in France and online shops. Among them, AMAZON.

 

Here is the original “Marque & Luxe” manifesto

1210, 2017

Digital moi cher Luxe !

actualités Agence, digital in Luxury, Speaking, StrategYK, Trends, YK news en français, YK news in French|

Bonjour chers professionnels & passionnés du Luxe.

Dorénavant, les articles stratégiques se mêleront aux événements de la vie d’Epykomène et aux posts tendances sur les concepts et les Marques qu’on adore ! Autre nouveauté, des articles 100% en français ! Voici l’un des premiers sur le digital.

Parmi les opportunités que nous offrent le digital dans le Luxe marchand, on s’interroge sur la meilleure manière de reproduire l’expérience émotionnelle que nos clients peuvent découvrir en boutique mais aussi à la façon de consolider la relation affective entre la Marque et ses fidèles.

Nous comprenons aujourd’hui qu’il vaut mieux cesser de s’acharner à vouloir passer du réel au digital, du « store » au « web ». Ce n’est pas l’un ou l’autre mais plutôt l’un avec l’autre.

La vision de la stratégie des Marques est alors bien plus optimiste, aventurière et source de valeurs (économiques, culturelles, émotionnelles, patrimoniales etc.). Les termes tels que cross-canal ou multi canal sont désormais tendance dans le digital « luxueux ».

Comment se comporter ? Quelle attitude de Marque adapter pour mettre en place ces actions et sous quel délai ?

Pour faire simple :

Il est utile de réinventer le processus d’enchantement avec des ponts & des chemins entre nos points de vente physiques et notre présence au cœur du monde de la dématérialisation.

On ne remplace pas, on complète ! Cela se fait par le biais du site, d’une e-boutique, mais aussi par une « prestance » sur les incontournables réseaux sociaux.

Comment, par le biais des réseaux sociaux, pouvons-nous créer et/ou renforcer l’e-réputation pérenne de notre Marque mais plus important encore nourrir une relation digitale avec nos clients et le monde en général ?

Ma réponse, centrée sur la Marque dans le Luxe marchand, pourra vous surprendre. Je la décline en trois piliers « Marquiens » :

  1. Se connaître, connaître sa Marque, ses territoires, ses missions, ses désirs et ses frontières et s’aimer. Des techniques telles que le YUXA (Yoga + Luxe) présentée dans « Marque & Luxe » expliqué à mon boss (éditions KAWA) permettent de se regarder et d’enrichir son identité de Marque et sa e-reputation.
  2. Etre soi – se révéler authentique dans sa démarche et cohérent. Les grands enfants de la génération Y mais surtout la génération Z prônent aujourd’hui « l’anti BS* ». Il vaut mieux ne pas se présenter que se présenter faussement. Les réseaux sociaux ne conviennent pas à toutes les Marques. Certaines seront plus à l’aise sur Twitter ou sur Facebook, lorsque d’autres retrouveront leurs fidèles via SnapChat. Il n’y a pas de recette magique au succès de sa e-réputation. La construire avec soin en se sentant à l’aise. Mesurer sans devenir « addict » aux chiffres. La quantité comptent sur le digital mais pas dans le Luxe. Je préfère l’engouement & le partage que les produits & les messages de la Marque provoquent. Enfin, être soi et vivre nécessite de rester en mouvement perpétuel. Une Marque qui n’évolue pas est une Marque qui se meurt et c’est encore plus vrai sur le digital.
  3. Prendre plaisir à lier contact avec l’autre. L’autre est le client, le potentiel client, le non client mais aussi le collaborateur, le fournisseur, l’autre Marque ou entité morale qui croise notre chemin. On ne fait pas que partager. Le digital d’aujourd’hui n’est pas unilatéral. On écoute, on apprend des autres et on répond. J’aime ce que je partage en ce moment : #happypeople #happybrand #happyclient. Je ne suis pas partisante des « je ne follow personnes, je suis une grande Marque ». Cela ne marchera plus dans quelques mois. L’humilité est une valeur intrinsèque du Luxe français.

La fidélité reste selon moi, la clef de la croissance & la pérennisation des ventes et de l’image de Marque. Même dans un monde volatile, rapide, éphémère, les Marques de Luxe sont à même de ralentir le temps et le marquer, on parle alors de « SLOW DIGITAL ».

” Des maisons se sont surexposées et devront recréer le phénomène de rareté en pratiquant le “slow digital”», analyse Audrey Kabla, consultante, enseignante et auteur de Marque & Luxe (éditions Kawa). “

Extraits du magazine Stratégies – special Luxe – parution le 8 décembre 2016

l’anti BS* : anti « Bullshit » – langage peu luxueux mais très millenial.

Cet article vous a plu ? Vous souhaitez nous rencontrer pour discuter de vos opportunités sur le digital ?

Visitez le site Epykomene
Ecrivez-nous
709, 2017

“The perceptions of Luxury” introduced by Audrey Kabla

actualités Agence, Agency News, Epykomène news, Epykomene work, la vie Luxe, Luxury events, New York, Speaking, StrategYK|

Founder of Epykomene agency, Audrey Kabla spends several months each year enjoying the beauty of the US and more particularly NYC, Chicago and Los Angeles.

Last August 2nd, she was invited to hold her first public talk about the Perceptions of Luxury at Beautique Dining. Audrey Kabla introduced the precepts of YUXA (Yoga + Luxe) from her first publication called “Marque & Luxe” expliqué à mon boss. 

  
  

 

More than 50 persons were present for this event and we thank each of them for their amazing energy & beautiful presence.

TO see the full article, please click here

 

Excellent first week of September to all of you!
2408, 2017

Let’s talk about Wine & spirits brands counterfeit in the United States

Art de Vivre, Gourmet Food & Wine & Spirits, StrategYK, Trends, United States|

There is no discussion about it. Counterfeiting is ugly, illegal & a very low move. As a French person and a Luxury expert & aficionado, there is no grey area (it means opportunities for moderation) in this statement.

Counterfeit in French is “Contrefaçon” which literally means “against the hand-made, down with the creation”… yes I told you it’s very ugly!

Luxury counterfeit in the United States

 

The example of Wine & Spirits counterfeit

 

The abuse of French know-how & Luxury brands legitimacy

When will the U.S authority act on fixing this counterfeit problem?

The bottles I took in pictures are sold in a lot of big supermarkets (such as Pavillons in Los Angeles) and in independent wines stores in Chicago and New Yorks as well. I didn’t even need to look for a grey market or go to Chinatown.

I wonder when the U.S authority will act on this matter as like France, Italy or the UK, they are part of the World Trade Organisation defending intellectual rights & fighting again Brands counterfeit.

Let’s all be friends! 

I seem mad and I am a bit but let’s be very clear, I still love the United States very much! Let’s make it a better & more respectful world! #happywednesday <3
408, 2017

What if we made a change?

actualités Agence, Agency News, Atypical Concepts, Branding, Epykomène news, Epykomene work, la vie Luxe, Luxury Life, StrategYK|

Changes are good & necessary, that is what we often say.

Yet sometimes, once we remained in the same position for the long, the mouvement appears scary, difficult and obviously unsettling. It remains necessary.

And this has been what I have been through for the past couple months with the blog of Epykomène.

 

Give us your opinion by answering 3 very short questions. Merci, merci, merci!

Its look is refreshed (and we hope you like it), there are still a few technical bugs (please excuse my French :), we love imperfection! For it to move on, the content had to rejuvenate too.

“-What will we find here now?
-We articles & interviews in English as before but as well French ones, videos, podcast.
-That is it? That was the big changes you were talking about?
No… not really you are right. We are moving the editorial line to a move straight forward one. We will keep introducing you to the Luxury & high end concept we love around the world. And we will now start dissect, talk, share what we think about Luxury as a state of mind, as a field. Why not decrypt what Luxury brands are living nowadays? Let’s be more real… it’s about time, don’t you think?”

Let us know if you like the change or if you don’t! Help us shape the future of the blog of Epykomene! Also, we are please to welcome some contributors too. Just send us a message!

#happyfriday #happysummer #happyLuxury
1902, 2016

Why Dubaï has became the Luxury capital city of the world?

StrategYK|

Dubai, the most developed city – emirate of the UAE has grown thanks to its oil reserves. The city took advantage of its resources to grow with large investments in luxury hotels and tourist sites in the futuristic look . Dubai wants to conquer the top spot in terms of luxury tourism. 

Dubai, located in the Persian Gulf, is the most luxurious of Arab towns and most developed of the seven emirates making up the United Arab Emirates. Starting from nothing, the city became one of the finest and most luxurious cities in the world since the discovery of oil reserves in the late 60s. Dubai stands out from especially by its delusions of grandeur resulting by gigantic and nonstandard constructions. Desert was erected an oasis of luxury and modernity turned increasingly to Futurism.
It is now the favorite destination of tourists and businessmen thanks to its skyscrapers and hotels are the most starred in the world, but also because of its trade opportunities.
Lately, the highest tower in the world , which is eight hundred meters high, was inaugurated in the city.

Dubai

Dubai has gained worldwide fame thanks to attractions such as the Burj Al Arab hotel is the only 7 stars hotel in the world, or the Palm Islands, The World, Dubai Marina, the Hydropolis , the Burj Khalifa and the Burj Dubai. Dubai is considered the world capital of shopping with its impressive shopping malls like Dubai Mall, its popular souks and shopping festival that takes place each year.

Wanting to become the world’s luxury tourism destination, Dubai has embarked on the construction of a second international airport and two metro lines and plans a third line . Equally fascinating and spectacular projects were considered , such as the new artificial island project called “universe”, the Lyon Dubai City, Dubai Sports City and skyscrapers over 600 meters tall sheltering offices, shops and a luxury hotel with hanging gardens. Obviously Dubai invests in gigantic projects to impress and attract wealthy tourists and businessmen.

Chloé Gosselin

Chloé4

1612, 2015

Distribution of luxury products on internet

StrategYK|

What cybercommerce and marketing strategies are adapted for luxury brands ?

How are luxury brands introduced online? What are the risks and opportunities of online salse for luxury brands? Who buyes luxury products online ? What are the online community’s motivations and obstacles to buy luxury products online.

Luxury clients are on internet, they are confident with buying product online and there is an expansion of luxury online. We talk about a trading-up phenomenon which corresponds to a massification of luxury.
Many luxury houses wonder about the role of internet in their distribution strategy.

Yesterday, communication was one-sided and controlled whereas today, everybody can participate to a brand communication, and luxury houses can lose the control. Nowadays, what cibernautes think has more impact than what brands think.

Sales online is an opportunity for luxury houses because they can reach new clients, it is one more way to sell their products without paying to much, it is a way to upgrade their image. However, internet is not the best way to rewrite emotion, brands needs to obe capable to answer to a srong demand and assistance must be missed.

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