5. • Traditional luxury : Objects luxury
• New luxury : Experiences luxury
• Industry total turnover : $ 230 billion
• $ 300 billion . . . . Or $ 1000 billion ?
6. In 2014, objects and experience
luxury industry
is estimated at $ 1000 billion
• In the world today,
• - $ billion people : 1500
• - $ million people : 11 million
• - Upper Middle Class in China : 475 million
Brazil, Russia, India : No official estimates
7. A few examples of Experiences
luxury :
- Upscale cars - prestige condos - private villas
- premium credit cards - palace hotels - palace
- hotels - glamping - yachts – concept stores -
- spas - bien être stores - risky sports - arts
experiences – personnalities encounters –
- Vip transports - Vip clubs – experience
packaging, etc. . . .
Luxury is used to establish, or increase differences
between people
14. The world of the new luxury
industry
• - A world of new values, services, emotions,
pleasures, identities, atmospheres, experiences
• - A world highly diversified
• - A world of endless innovations
15. As many other industries . . . .
• Luxury industries are a field of ruptures,
longevity, paradoxes, new customer
relatioships, new communication, new
business models, new focus on creativity.
• A really enthusiastic challenge!
18. • Experiencing luxury is 55 % of
total luxury spending
• It is growing 50 % faster than
sales of luxury goods
( BCG , 2012 )
19. • US Consumers are 3 times more
satisfied with their luxury
experiences than their purchases
of personal luxury goods
• ( Unity Marketing Survey, 2013 )
20. The world’s « luxury map » is
changing . . .
• Moving outside big cities in China . . .
• By year 2020, more than 330 cities
will have the same level of
disposable income that Shanghai
had in 2010 ( BCG, 2013 )
21. • « Experiences are more
intangibles than an item, they
are more memorable for me »
• ( a consumer )
23. “ Luxury is a necessity that begins where necessity ends. ”
Gabrielle 'Coco' Chanel
ARCHITECT
Bilbao Effect?
A visitor survey revealed that
82% came to the city of Bilbao
exclusively to see the museum
How architecture can
save a city…
32. Agnès.b
-- $ 300 million
-- 2000 employees
-- 200 retail stores
-- Asia : 80 % of total turnover
-- Japan, Hongkong, Taiwan, Singapore
33. Agnès.b
-- Suppliers : China, North Africa
-- Made in France : 40 %
-- Stars : Gérard Depardieu
David Lynch
David Bovie
-- Art Galeries, exhibits, movies