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  • The traditional luxury model has changed for brands to be successful. No longer

  • the tenets of quality craftsmanship and heritage enough to satisfy the needs and

  • wants of today's consumer a study commissioned by Time Inc and yougov

  • asked luxury consumers if they had a favorite brand in 2008 eighty percent of

  • respondents indicated that they did have a favorite brand in 2014 the number

  • dropped to 61 percent and in fact a study according to havasu media consumer

  • said that they would not care if seventy-three percent of brands

  • disappeared tomorrow it's very difficult to understand the needs and wants of

  • today's consumer and even harder to find the right message to reach them during

  • the 2014 capstone you heard that the traditional demographics are no longer

  • enough to speak to today's consumer the blurring of lines in each category point

  • to the fact that everyone is different giving rise to the other a diverse

  • multifaceted unique individual who does not fall into any one bucket brands have

  • also been bombarded with messages that tell us that the millennial is the key

  • however if you're only targeting Millennials you've already lost because

  • within this sector there are six unique groups these hard to find consumers are

  • becoming what we term polymorphic their needs and wants are constantly shifting

  • based on the day the situation their mood or even the time of day and over

  • the past 60 years we've seen a rise in single individuals in 1950 the split was

  • a t20 today fifty percent of the US population is single the consumer is

  • more distracted today than ever according to a Microsoft study the human

  • attention span was 12 seconds in 2000 since then we've lost four seconds and

  • today is only eight seconds who beats us at nine

  • seconds a goldfish so how can we capture and hold her attention in just eight

  • seconds the traditional qualities of luxury are now only one factor in the

  • model we need to ask ourselves how can we create a long lasting connection with

  • our consumer and what will tomorrow's consumer truly value from our luxury

  • brands let's begin with starting the connection according to Nobel

  • prize-winning scientist Daniel Kahneman we experience an overwhelming 20,000

  • individual moments each waking day but only the most memorable will stay in our

  • minds consumers are becoming more and more complicated to reach first they are

  • constantly on the go and second we found that consumers are exposed to an

  • overwhelming 500 ads per day we asked ourselves how do brands break through

  • the clutter to make a connection to turn experiences into a memory some

  • experiences are fleeting however memories are forever to answer this

  • question we look to neuroscience diving deep into the brain to learn the key to

  • creating memories our research showed that emotionally charged experiences

  • have a greater impact on memory creation so how do we make an emotional

  • connection in the brain we've identified three elements that are critical to

  • making emotional connections that drive memory creation sensory appeal delayed

  • gratification and disruption let's first look at sensory appeal all five senses

  • have an impact on memory creation ninety percent of a child's knowledge is

  • attributed to background conversation a study by the sensory design research lab

  • in London show that eighty-three percent of the information that people retain is

  • received visually sensorial connections are the first step to create a memory

  • you can communicate eight different emotions simply through touch according

  • to psychology today business wire reports that eighty percent of what we

  • experience as taste is actually smell smell is one of the most researched and

  • well documented over five senses seventy-five percent of our emotions are

  • generated by what we actually smell due to the fact that smell goes directly to

  • our emotional brain bypassing our rational brain there's a very strong

  • connection between scent and memory the more senses that we activate the

  • stronger the emotional connections and therefore the more memorable the

  • experience the second component is delayed gratification today's technology

  • is putting instant gratification at the center of our world however it's the

  • delayed gratification or the trail of the hunt that makes it more memorable we

  • need to consider delayed gratification as the emotional trigger studies show

  • that it is the delay that results in a greater release of dopamine a chemical

  • which stimulates pleasure focus connections in our brain the joy created

  • and the connections activated lead to memory croatia greater than the actual

  • reward itself lastly disruption disruption is a break in the monotony

  • and pattern of everyday life disruption gives tonality to a memory it is the

  • amplification of surprise and delight disruption drives the emotional charges

  • or the peaks and valleys in our brain waves with someone remembers of an

  • experience are the twists in the story the significant moments emotionally

  • charged experiences are the most memorable how do we create a connection

  • and drive memory creation utilize these three emotional drivers

  • that we have uncovered through our research make each experience a

  • sensorial as possible delay the gratification and amplify the trail of

  • the heart and lastly be disruptive in your approach next we need to understand

  • what tomorrow's consumer will truly value for this we look at the BC GF ID

  • global luxury customer survey through our proprietary research with the Boston

  • Consulting Group we identified three universal values across all geographies

  • and all generations we asked over 3000 luxury customers what if you had a 25th

  • hour in the day one in three chose to spend this extra precious hour with

  • their family asking what was important to them in their lives ninety-two

  • percent of respondents said that time to oneself is most important and when we

  • asked what keeps you up at night and overwhelming ninety-seven percent of

  • respondents said health and wellness wear a top concern how do these

  • universal values of family time and health translate into the future driven

  • by social and economic factors over the next 15 years these universal values of

  • family time and health will evolve into three new consumer values of intimacy

  • mindfulness and legacy first intimacy consumers by 2030 will become more

  • digitally and physically closer together today eighty percent of us consumers are

  • connected to the Internet compared to only twenty-six percent in Asia and

  • Africa however by the year twenty thirty this figure is expected to triple by the

  • year twenty thirty two thirds of the world's population is projected to live

  • in cities thus bringing more intimate relationships between families and

  • friends brands and consumers now let's not forget the social intimacy

  • that we see every single day when 93 million selfies are taken and shared as

  • consumers are more time press than ever we predict that they will be more

  • mindful of their time trying to find more convenient ways to save this time

  • did you know that the average adult gets interrupted every eight minutes imagine

  • trying to get a single task done or keep their attention for a 30-second TV spot

  • and when we ask consumers about future time savings eighty percent predicted

  • that they would soon use their phone as their wallet thus replacing their purse

  • and lastly according to Business Insider 4.8 billion dollars have been invested

  • in on-demand services like uber and grub hub and these are predicted to grow

  • another fifty percent each year future consumers will care about the legacy

  • that not only they will leave behind but also the brands that they interact with

  • Time magazine predicts that babies born today could live to be 142 years old

  • thus having much longer relationships with our brands however we are also

  • consuming much more of our natural resources by the year twenty thirty half

  • of the world population will face water scarcity and perhaps because of this

  • fifty five percent of our global consumers are willing to pay more for

  • products that provide a positive social impact so in order to speak to the

  • consumer of tomorrow luxury brands will need to connect with these emerging

  • values by three ways first appeal to their desire for intimacy and build a

  • more meaningful one-on-one relationship with our customer to maximize the

  • consumers limited time by providing solutions to bring both value and

  • convenience and lastly shift your business priorities to ensure that your

  • brand leaves an impactful legacy for the future with the future luxury model

  • clearly in place the question becomes how do brands evolve to meet these new

  • challenges coupling our neurological and consumer values research we have

  • developed neuro insights

  • nor insight is a combination of short and long-term strategies that are

  • designed to help brands to succeed on the luxury market our short-term

  • strategy puts the consumer first successful consumer-centric brands such

  • as Google and Amazon dedicate approximately fifteen percent and ten

  • percent of revenues on developing new products and services that change the

  • customer experience product centric leading companies spend an average of

  • only three percent to be competitive in the future we recommend increasing that

  • percentage to eight percent over the next three years with a significant

  • portion allocated to consumer centric innovations not only products today

  • amazon is using his research department and data to predict a consumer behavior

  • the company is shipping products to the consumer without him even ordering them

  • that technology is called anticipatory shipping why can't we leverage our

  • consumer data to anticipate the consumers needs and once before they

  • even think about them the long-term strategies we developed will take more

  • time to implement based upon the needs to appeal to the consumer values we need

  • to create long-term relationships with our consumer our recommendation mood

  • metrics the consumer mood changes by the day the hour given damn minute how can

  • we read those shifts and harvest the information to provide products and

  • services that are perfectly targeted to the consumers needs and wants a 2013 a

  • study carried by the aalto university in Finland mapped out human emotions in the

  • body everything from happiness anxiety to even love we're taking that research

  • and bringing it to the next level mood metrics will be able to analyze the

  • consumers mood thanks to signals come from the central nervous system now the

  • consumer is literally wearing her heart on her sleeve is she feeling tired

  • indecisive happy or in love well in 20-30 there will be an app

  • dedicated to deciphering and decoding her mood using infrared technology in

  • store consumers emotions will be mapped and transmitted to the sales associate

  • based on prior data profiling the sales associate will be prompted on the

  • appropriate way to greet the customer understand the potential value she holds

  • her preference of one item over another and finally the best way to close the

  • sale the ability of accurately decoding the consumers mood will help us increase

  • our conversion reduce our returns and ultimately improve our profitability

  • appealing to emotional connection our final long-term strategy is metamorphic

  • branding future luxury consumers will demand solutions that can adapt and

  • morph to their every need brands need to act as blank canvases for consumers to

  • create their masterpieces on giving the consumer the power to control the

  • product as the consumer evolved social is prized possession I'm sure that most

  • of us have that special item filled with memories but that might not quite match

  • our current style or may just be warned out why can't we put a new service into

  • the product life cycle where the consumer could come back into the store

  • his prized possession and have it refashion with the help of the brand

  • imagine that warned out duffel bag that you inherited from your grandfather it

  • can now become a beautiful jewelry box or a small clutch that product that was

  • once the night is becoming an ever-evolving memory that you can hand

  • on to the next generation in beauty this metamorphic innovation is also impacting

  • color cosmetics will morph to you and your environment your lips will shift

  • from a nude to a pink as your heartbeat races your eye will shift from a beige

  • to a smoky as the night evolve is and even your fragrance will adapt to your

  • mood to build towards the future brands need

  • to focus their investments on research to understand the consumer the

  • information gathered today will ensure that we meet the needs of the constantly

  • changing and shifting consumer of tomorrow the traditional qualities of

  • luxury are no longer enough to resonate with the future luxury consumer with the

  • consumer at the forefront the future luxury model will contain two additional

  • tenants memory creation and value connection in order to remain relevant

  • in 20-30 brands will need to establish a new standard for success we leave you

  • with one question to ask yourselves tonight if your brand were a memory what

  • would it be

The traditional luxury model has changed for brands to be successful. No longer

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B1 中級 美國腔

2015年FIT CFMM巔峰之作--新奢侈品消費價值觀 (FIT CFMM Capstone 2015 - New Luxury Consumer Values)

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    Hhart Budha 發佈於 2021 年 01 月 14 日
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