Event report

Past Event | ESSEC – FCCS C-Suite Dialogue Series #4: The Art of Creating Brand Desire

Thank you to our speakers Mollie JEAN DE DIEU, General Manager, Longchamp Singapore & Malaysia, Fabienne PELLEGRIN, General Manager Singapore & Hong Kong, LBB Asia, and moderator Prof. Sonja PROKOPEC, Professor of Marketing, ESSEC Business School, for this very informative and interactive conversation on brand desire and its importance in creating loyalty, promoting growth, and building a sustainable business.

Thank you very much to Richard Bordenave CEO (APAC) at BVA Nudge Consulting Singapore for sharing his take-aways :

• Luxury clients are craving for emotional connections: retail stores to be more experiential, sensorial, hospitality to move to next level . Beyond service quality, have you done your experiential audit?
• Luxury clients are in search for authenticity: be true to your brand purpose, to your heritage, but show you stay with your time, adapt to new channels and ways of connecting or selling
• Luxury clients want to belong: create a sense of community, show your brand is embedding local heritage (artists, craftsmanship…) as well as your own
• They want to be amazed: add creative juice, the magic that makes your experience unique. Collections, Pop-up stores …Metaverse may augment experience but won’t replace the super personal human touch in store: seek excellence and surprise everywhere. Think brand associations, partner with others to surprise your clients.
• They want to be taken care of: how much do you know about their sentiments about your service but also that of other brands ? Make sure you become a bit more client centric vs brand universe centric when new generations display value shifts
• Luxury Clients expect brands to be responsible and take the lead in sustainability matters: but be consistent and honest all across or fear backlash of greenwashing
• Luxury Clients don’t wait for you to engage in places where you have no control but can’t ignore: on-line wholesale retail, alternative channels, second-hand markets : step-in and bring value there too to be part of these conversations in an active way !
   

This event was kindly supported by our series partner ESSEC Business School

For more information, please contact: Lydia Fulton lfulton(@)fccsingapore.com

Watch the video replay:

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