InnoBrand 遠見創新論壇2013 創新品牌三大致勝關鍵：第一．Loyalty忠於原味，第二．Repetition 不斷溝通 ，第三．？ ？ 請到臉書「Let's talk about BRANDing」找出夏代爾博士三大致勝關鍵 Www.facebook.com/letstalkaboutBRANDing 特別感謝 國際人ViP品牌顧問執行長 陳玉婷女士 邀請 國際人ViP品牌領袖學院共同創辦人 多明尼克夏代爾博士。Special thanks to Emily YT Chen, CEO of ViP Consulting Group who invites Dr. Dominique Xardel, the Associate Founder of ViP CBO Academy

1. Innovation Branding
APRIL 15, 2013 - TAIPEI
Dr. Dominique Xardel
ViP品牌領袖學院 共同創辦人 暨國際人ViP品牌顧問集團 首席國際顧問
- ViP Consuting Group國際人品牌顧問集團‧Dominique Xardel Academy夏代爾學院‧CBO Academy 品牌領袖學院-

2. • Innovation issues
• Dominique Xardel

3. Emerging forces :
• Instant speed
• Globalization
• Virtual world

4. The digital invasion
How to fight it ? To resist to it ?
No ! How to act ? What is to be
created ?

5. A world of social media

6. • Technology :
- Advantages
- Risks and disadvantages

7. • Average is over
( Tom Friedman )
BE EXCELLENT !

8. Some great innovators
• -- 3M - Facebook - Starbucks - Body Shop -
• - IKEA - Easy Jet - IBM - Gramen Bank -
• - Decathlon . . . .
• --3

9. CCreating, Changing your brand name
• - IHT ___________________INYT
• (International Herald Tribune) (International New York Tribune)
• - Andersen ______________ACCENTURE
• - Louis Vuitton____________LVMH
• - Novotel________________ACCOR
• - BSN___________________DANON
• - PPR___________________KERING

10. Innovative Challenges
• -- New Business Models
• - Design Thinking
• - Responsible Innovation

11. Responsible - Innovation
• « A tool to win back customer confidence
• and loyalty previously lost to the crisis »

12. EDUCATION
Train to Retain !

13. • We live inside the digital world
• We live with digital

14. - Changing the way to
communicate
- Changing culture ?

15. •
• BRAND is different from BRANDING
• ( a name ) ( a process )

16. An example of branding a country
• A video clip , YOUTUBE
• « Gangnam Style »
• ( 1,4 billion people looked at it ! )

17. • TAÏWAN
• A question : What should or could be shown, to
to be seen by 1,4 billion people across the world ?

18. Business Business Model
Model
Generation YOU

21. • Developing the « LOL CULTURE »
• ( laughing out loud )

22. Let us create, innovate,
• - New rules
• - New games
• - New laws
• - New ways of living
• - New cultures
• - New brands
• - New branding ideas

23. Famous 3 words of Peter Drucker
Innovate . . . .
or . . .Evaporate!

24. A few words
from the luxury industry
( Christian Blanckaert )
Dreams Emotions
Architecture Flagship Beauty
Kraft Hand Quality Relocate
Service Extension Brand Elegance
Etc. . . .

25. Luxury is a necessity
that begins where
necessity ends. ”
Gabrielle 'Coco' Chanel

26. “ Luxury is a necessity that begins where necessity ends. ”
Gabrielle 'Coco' Chanel
RÊVE – DREAMS
- Based upon culture and passion
- Continuous movement
- Projection to the future
e.g. Yves Saint Laurent

27. PICASSO MATISSE MONDRIAN

28. “ Luxury is a necessity that begins where necessity ends. ”
Gabrielle 'Coco' Chanel
ITALY VS. FRANCE
- Family business vs. Groups
- Insecure future vs. Ready to face competition
e.g. Ferragamo, Valentino, e.g. Louis Vuitton, Chanel, Hermès,
Bulgari,Versace, Gucci, Tod’s… Christian Dior, Cartier, Möet et Chandon…
50% of global market
Convergence to franco-italien houses (e.g Gucci)?
Maintenance of italian luxury?

29. ARMANI

30. “ 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…

31. HERMÈS (Séoul)

33. LOUIS VUITTON (Shanghai)

34. HERMÈS (Tokyo by Renzo Piano)

35. DIOR (Tokyo by agency SANNA)

36. LOUIS VUITTON (Tokyo by Jun Aoki)

37. ARCHITECTURE
inspires,
seduces,
leads
Luxury Houses

38. “ Luxury is a necessity that begins where necessity ends. ”
Gabrielle 'Coco' Chanel
SUCCESSION
- The president of luxury
Immortel by definition
the capitain of the vessel
- Different ways of succession
- Different results of succession

40. Different ways of succession…..

41. François Pinault to François Henri PPR
Someone gave away his place voluntarily in time….

42. Someone choses to be there with
his daughters right around him…
Daniel
Tribouillard

43. Someone has chosen to sell its empire to
others…
In 1999, Pierre Bergé sold YSL
To Gucci Group

44. Different influences after succession…
someone is happy while someone is not…

45. ‘GUCCI IS DEAD…’
TOM FORD & DOMENICO DE SOLE LEFT GUCCI IN 2003
However Gucci is doing very well…

46. Yves and his partner, Pierre Bergé, were so difficult and
so evil and made my life such a mysery.
---- Tom Ford

47. “ Luxury is a necessity that begins where necessity ends. ”
Gabrielle 'Coco' Chanel
HAÏKU
Japanese poem using few words and
analogy to express emotions and inspire
Reflection.

48. « The alliance between the gravity
and the modesty, between the
rarity and the intensity is just a
refined luxury. »

49. “ Luxury is a necessity that begins where necessity ends. ”
Gabrielle 'Coco' Chanel
BRÉSIL – BRAZIL
- One of the BRIC’s
- Enormous potential of clients with extreme wealth
- Attracts luxury companies
- Problems:
1. danger  securised mini cities e.g. Daslu
2. prohibitive tariffs: 30-40% higher than France

51. “ Luxury is a necessity that begins where necessity ends. ”
Gabrielle 'Coco' Chanel
ENFANT – CHILD
- Look of a child, reacting spontaneously
- No contraints
- Key entry code for luxury

52. “ Luxury is a necessity that begins where necessity ends. ”
Gabrielle 'Coco' Chanel
STRADIVARIUS - Symbol for uniqueness
- Luxury is becoming too
homogeneous
e.g. Coco Chanel
- Luxury should be as a
stradivarius

54. “ Luxury is a necessity that begins where necessity ends. ”
Gabrielle 'Coco' Chanel
DELOCALISER - RELOCATE
Luxury made in…China
- Best example: Coach
- Certain french brands relocate part of
production: e.g. Céline, Loewe
The luxury product is dialogue of human, enriched
by - affection,
- mutuel respect
- exchange …
which are impossible to be relocated…

55. “ Luxury is a necessity that begins where necessity ends. ”
Gabrielle 'Coco' Chanel
CHEVAL - HORSE
- Luxury is elegant, just like the horse.
- In luxury industry, just like for the horse, we
should be careful when the road is too straight
- In luxury industry, just like for the horse
backriding, we need technique and look forward
into the future

57. “ Luxury is a necessity that begins where necessity ends. ”
Gabrielle 'Coco' Chanel
GHETTO
A ghetto is now described as an overcrowded
urban area often associated with a specific
ethnic or racial population; especially because of
social, legal, or economic pressure.

58. In luxury industry, we love each other so
much that we are neighbours everywhere
AVENUE MONTAIGNE (Paris)

59. MADISON AVENUE (NY)

60. GINZA (Tokyo)

61. RODEO DRIVE (Los Angeles)

62. We are …
… on the same stage
… in the same commercial centre
… in the same city
…
It is luxury in Ghetto!

63. “ Luxury is a necessity that begins where necessity ends. ”
Gabrielle 'Coco' Chanel
KOREA
- Unique double system:
1. Duty free shops (Dollar)
2. Duty paid shops (Won)
- Advantage for Japanese with strong yen
- Paradox: duty paid shops sometimes cheaper
than duty free

64. “ Luxury is a necessity that begins where necessity ends. ”
Gabrielle 'Coco' Chanel
JOURNALIST
- Brothers & Sisters of luxury industry
e.g. launch Perfumes, Press releases, fashion
shows.
- Play influencial role
- Today: additional influence through bloggers

65. ANNA WINTOUR TAVI GEVINSON

66. “ Luxury is a necessity that begins where necessity ends. ”
Gabrielle 'Coco' Chanel
CRISIS
- Remarkable results for the big brands
e.g. Hermès, Louis Vuitton,Cartier…
- Most of the others: affected
e.g. Prada
- Some of the others go bankrupt
=> Revealing function of crisis

67. ESCADA
ROBERTO CAVALLI

68. CHRISTIAN LACROIX

69. “ Luxury is a necessity that begins where necessity ends. ”
Gabrielle 'Coco' Chanel
HUMILITÉ – HUMBLE
- Before: sky was the limit
e.g. fashion shows, inaugurations, paying stars
- World of today ask for modesty & discretion
- “Why not plaid for humble luxury?” Christian
Blanckaert

70. FENDI PIERRE CARDIN

71. CHANEL

72. CHANEL

73. “ Luxury is a necessity that begins where necessity ends. ”
Gabrielle 'Coco' Chanel
ARTISAN - CRAFTMANSHIP
- The anonymous to luxury
- The combination of art and product
e.g. Video of Tod’s

74. “ Luxury is a necessity that begins where necessity ends. ”
Gabrielle 'Coco' Chanel
N° 5
What do I wear in bed?
Why, Chanel No.5, of course
-Marilyn Monroe

76. “ Luxury is a necessity that begins where necessity ends. ”
Gabrielle 'Coco' Chanel
EXTENSION
- The border of luxury is limited:
e.g. Hermès for doggy’s food? Dupont for man’s
clothes?
- The border of luxury is unlimited:
e.g. Armani Hotel, Baccarat Hotel, Boucheron
perfume, Dior art of table…

77. What Christian Blanckaert thinks…
« La vrai marque, la vrai maison va son chemin, et
finalement, séduit et gagne au lieu de tourner sans
cesse autour de l’autre, et de papillonner….. »
« The real brand, the real House tries to go its own
way, seduces and wins instead of watching the
others and jumping around… »

78. “ Luxury is a necessity that begins where necessity ends. ”
Gabrielle 'Coco' Chanel
LICENSE
- The fastest way to expand its territory without investment
e.g. Ferragamo for Perfume; Lancel for ready to wear;
Versace & Nokia for a telephone! Chanel for sunglasses;
- The best example of licence: Pierre Cardin
lesson learned from Pierre Cardin,
YSL rebought all the licences during 2001 and 2002
- Most practised in Perfume sector
- Exceptions: Louis Vuitton & Hermès: No Licences!!

79. Pierre Cardin has more than 1000 licences in
150 countries…

80. AS A CONCLUSION
- Luxury is a reward, an impulse, a drug
- Luxury is not what we often believe
- Luxury is diversified, complex as mankind
- Luxury is emotion, provocative, superficial
- Luxury is a dream or a night mare…..
- Words for luxury are hundreds, but nobody knows
how to give the right definition of luxury
--------- Christian Blanckaert

81. Thank You !

82. - Thank you for your attention!
- Merci de votre attention!
- Grazie per la vostra attenzione!
- 谢谢观赏
- Vielen Dank für Ihre
Aufmerksamkeit
- дякую за вашу повагу
- Ačiū už dėmesį
- Ευχαριςτώ για τη προςοχή ςασ
- 너의 주의를 위해 너를
감사하십시요

83. 愛馬仕首席營運長-布朗卡爾特
CHRISTIAN BLANCKAERT
 法國國立裝飾藝術高等學校董事會主席
 1996年至2009年任愛馬仕國際公司執行副總
裁
 1988至1996年任法國精品委員會主席。擔任
旗下有70個法國精品Comité Colbert集團的
總裁，1996年於愛瑪仕集團擔任董事總經理
（Chairman and CEO of Hermès
Sellier, the main subsidiary of the Hermès
Group.）
 長期擔任法國國立裝飾藝術高等學校董事會
主席，同時是巴黎高等商學院——歐洲管理
學院的管理學教授，並擁有自己的管理諮詢
公司。
 新書《極致追求》中文譯本已由中國
 2011被新加坡政府邀請國際大型專題講（“The
rise of luxury brands”＆ “ Chinese luxury
brands in travel retail ”）
 出席中國奢侈品聯合會貴賓

84. 品牌領袖學院
﹣國際人ViP品牌顧問集團﹣
國際人ViP品牌顧問集團
ViP Consulting Group
品牌總裁級教父
Vincent Bastien, & 品牌領袖學院
Dominique Xardel ViP CBO Academy
國際人ViP品牌顧問 全球亞洲星媒體 亞洲兄弟投資
ViP Brand Consultancy Asia Star Asia Brother Investment
84

85. 品牌領袖學院
﹣國際人ViP品牌顧問集團﹣
獨家引進歐洲頂尖商學院系統領袖教育課程，
包含企家班（由傳奇型總裁級教父由法國親飛
至亞洲授課）、高階企家班（飛往巴黎及米蘭
含獨家精品企業總部參訪）及精品旅學教育及
EMBA項目。開課地點皆以亞太區為主
，行動式的學習可讓華人領袖選擇國際上課地
點，並且強調師資團隊為歐洲頂尖實戰型教父
級總裁教授，真正能把品牌及企業管理的精髓
由書中體現到企業決策，將經驗系統化至策略
ViP 品 牌 領 袖 學 院 大 中 華 區 院 長 & 理論，以達到﹣「隱性知識顯性化，顯性知識架
Dominique Xardel 代表人暨首席執行官 構化，架構知識品牌化」之最終永續教育目
國際人ViP品牌集團 執行長 & Vincent
Bastien 代表人暨精品策略首席執行官 的，並體現在企業決策管理上。
學院專線 Tel. + 886 (2) 2327-8856．Mobile:+886 (0)
931834988
- 陳玉婷 Emily YT Chen - Mail. ViP.CBOacademy@gmail.com
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