Preventing the erosion of your
luxury beauty brand’s identity
Contents
1. Getting communication right between your global teams
2. Choose the right production model for point-of-sale m...
Get communication right
between your global teams
The essence of luxury is about
things being choice or costly.
It’s about high quality and
attention to detail. It’s about
...
An exceptional point-of-sale
experience is critical.
Get it wrong, you damage your
brand image and will lose sales.
Source: The luxury and cosmetics financial factbook 2014 edition, Ernst & Young
Growth is desirable -
but brings challenges:
 Retaining market share
 Increased distribution chain complexity
 Increase...
Brand distortion often arises
from communication failure
between central and local
marketing teams.
Nicolas Meauze
POS c at egory leader, Pernod Ric ard
…countries using items that did not
even stick to the core brand colo...
Bad communication leads to
 POS not meeting brand guidelines
 Local teams ‘doing their own thing’
 No visibility over P...
Good communication
is key if you want your
brand to cope with external
and internal pressures
Ways to enhance communication
 Brand workshops and training
 Regular face-to-face meetings
 Cloud-based solutions to su...
A cloud based
solution can support
the development and
implementation of
POS and improve
communication
Are your communication channels as good as you think ?
Download the white paper to learn more
Are your communication chann...
Choose the right production
model for point-of-sale materials
To maintain brand consistency
globally, luxury beauty brands
need tight control over all their
point-of-sale materials.
Luxury beauty brands are
especially vulnerable because the
production of POS materials can
be hugely complex.
Multiple markets,
multiple POS formats
and multiple teams all
contribute to POS
complexity
Seasonal promotions add to the
challenge of maintaining brand
consistency and experience
through the retail environment.
Angela Anrendts
CEO, Burberry, 2006 -2014
I don’t want to be sold to when I
walk into the store...Build an
amazing brand e...
Both central and local
production models offer
significant commercial
advantages.
Central production offers
 Brand control
 Production quality assured
 Spend visibility
Local production offers
 Quick response to commercial
opportunities
 Know the local market
How can a brand ensure they
benefit from both models?
 Training
 Processes to evaluate suppliers
 Regional warehouses
...
A cloud based solution
provides suppliers, local
and central teams access
to real time information
Are you using the right production model?
Download the white paper to learn more
Are you using the right production model?...
Embracing sustainability is good
for business
Consumers worldwide are
becoming more concerned
about environmental issues.
Luxury products appear
wasteful and simply fla...
But many of the attributes of luxury
align comfortably with… sustainability
Progress so far
 Louis Vuitton has reduced plastic
consumption by 20 tons per year
 The LVMH initiative, CEDRE has
achie...
WWF-UK Deeper Luxury Report
…consumers use luxury products as a
symbol of their success [but] many
successful people now w...
Becoming more sustainable
 Forecast POS accurately
 Ensure good communication
 Use innovative products
 Adopt regional...
Getting the balance right
between global and regional
warehouses is important
A cloud based solution
allows accurate forecasting
of all POS across teams
and suppliers
Is your brand as sustainable as you think?
Download the white paper to learn more
Is your brand as sustainable as you thin...
If you wish to find out more about ProProcure, please get in touch
Keeley Hamblin-Smith +44 (0) 870 123 5149
keeley.hamlin...
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Preventing the erosion of your luxury beauty brand's identity

Based on extensive research into the luxury beauty sector, we look at factors, which can have a detrimental impact on point-of-sale materials and make recommendations to ensure your brand identity and ethos remains protected. We look at the importance of good communication between global teams, how to choose the right production model and how embracing sustainability could benefit your business.
Published on: Mar 4, 2016
Published in: Business      
Source: www.slideshare.net


Transcripts - Preventing the erosion of your luxury beauty brand's identity

  • 1. Preventing the erosion of your luxury beauty brand’s identity
  • 2. Contents 1. Getting communication right between your global teams 2. Choose the right production model for point-of-sale materials 3. Embracing sustainability is good for business
  • 3. Get communication right between your global teams
  • 4. The essence of luxury is about things being choice or costly. It’s about high quality and attention to detail. It’s about style and rarity and about focusing on excellence and not price.
  • 5. An exceptional point-of-sale experience is critical. Get it wrong, you damage your brand image and will lose sales.
  • 6. Source: The luxury and cosmetics financial factbook 2014 edition, Ernst & Young
  • 7. Growth is desirable - but brings challenges:  Retaining market share  Increased distribution chain complexity  Increased number of retail outlets
  • 8. Brand distortion often arises from communication failure between central and local marketing teams.
  • 9. Nicolas Meauze POS c at egory leader, Pernod Ric ard …countries using items that did not even stick to the core brand colours, let alone the right design, lettering and so on. “
  • 10. Bad communication leads to  POS not meeting brand guidelines  Local teams ‘doing their own thing’  No visibility over POS actions  No understanding of local markets  Loss of sales
  • 11. Good communication is key if you want your brand to cope with external and internal pressures
  • 12. Ways to enhance communication  Brand workshops and training  Regular face-to-face meetings  Cloud-based solutions to support development & implementation of POS
  • 13. A cloud based solution can support the development and implementation of POS and improve communication
  • 14. Are your communication channels as good as you think ? Download the white paper to learn more Are your communication channels as good as you think ? Download the white paper to learn more
  • 15. Choose the right production model for point-of-sale materials
  • 16. To maintain brand consistency globally, luxury beauty brands need tight control over all their point-of-sale materials.
  • 17. Luxury beauty brands are especially vulnerable because the production of POS materials can be hugely complex.
  • 18. Multiple markets, multiple POS formats and multiple teams all contribute to POS complexity
  • 19. Seasonal promotions add to the challenge of maintaining brand consistency and experience through the retail environment.
  • 20. Angela Anrendts CEO, Burberry, 2006 -2014 I don’t want to be sold to when I walk into the store...Build an amazing brand experience and then it will just naturally happen. “
  • 21. Both central and local production models offer significant commercial advantages.
  • 22. Central production offers  Brand control  Production quality assured  Spend visibility
  • 23. Local production offers  Quick response to commercial opportunities  Know the local market
  • 24. How can a brand ensure they benefit from both models?  Training  Processes to evaluate suppliers  Regional warehouses  Interactive cloud-based platform
  • 25. A cloud based solution provides suppliers, local and central teams access to real time information
  • 26. Are you using the right production model? Download the white paper to learn more Are you using the right production model? Download the white paper to learn more
  • 27. Embracing sustainability is good for business
  • 28. Consumers worldwide are becoming more concerned about environmental issues. Luxury products appear wasteful and simply flaunt wealth and privilege.
  • 29. But many of the attributes of luxury align comfortably with… sustainability
  • 30. Progress so far  Louis Vuitton has reduced plastic consumption by 20 tons per year  The LVMH initiative, CEDRE has achieved a recycling rate of 88%  L'Oréal plans to reduce its environmental footprint by 60%
  • 31. WWF-UK Deeper Luxury Report …consumers use luxury products as a symbol of their success [but] many successful people now want the brands they use to reflect their concerns and aspirations for a better world “
  • 32. Becoming more sustainable  Forecast POS accurately  Ensure good communication  Use innovative products  Adopt regional warehouses
  • 33. Getting the balance right between global and regional warehouses is important
  • 34. A cloud based solution allows accurate forecasting of all POS across teams and suppliers
  • 35. Is your brand as sustainable as you think? Download the white paper to learn more Is your brand as sustainable as you think? Download the white paper to learn more
  • 36. If you wish to find out more about ProProcure, please get in touch Keeley Hamblin-Smith +44 (0) 870 123 5149 keeley.hamlin-smith@proprocure.co.uk www.proprocure.com If you wish to find out more about ProProcure, please get in touch Keeley Hamblin-Smith +44 (0) 870 123 5149 keeley.hamlin-smith@proprocure.co.uk www.proprocure.com We help companies simplify the way they buy and sell. Our easy-to-use online platform, Geneus, simplifies processes and enables people to work together more effectively. Geneus ensures more spend comes under management and teams are more productive by making it easier for employees to buy from approved suppliers.

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