change - Boutique Design

LEVINE DESIGN GROUP
T H E A R T OF
R A N D I N G
L U X U R Y
B ®
“When you change the way you look at things,
the things you look at change.” George Bernard Shaw
Change is one of the clichés of our time…
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Not here to just talk about change
But what change and how to respond
So that change is not a threat, not a challenge, not even an opportunity,
but a WIN!
We talked to luxury retail experts to understand
what is changing and how to respond.
Philippe Soussand, consultant
to the fashion and luxury goods
industries. Former LVMH
executive.
Luxury shoppers on Madison
Avenue in New York.
We have also gathered the insights of trend
watchers from many fields.
What is changing? Great design is everywhere.
From fly swatters and dish soap...
What is changing? The democratization of
design. Great design is everywhere!
… to economy lodging.
What is changing? Great design is everywhere!
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What is changing? Great design is everywhere!
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What is changing? It’s all a blur when it comes
to channels.
– Luxury shoppers shop everywhere; you have competitors outside your channel
and outside your price point.
“Shoppers are primed to blur even more boundaries. The channel approach
manufacturers and retail have focused on for decades in no longer relevant.”
Wendy Liebmann, WSL/Strategic Retail
What is changing? The luxury customer is
responding to the recession.
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What is changing? Consistent branding is more
challenging than ever.
LDG Branding Process
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Brand Process Chart by Levine Design Group © 2010. All rights
reserved.
Think of brand touch
points as leaves on a
tree.
The tree is getting bigger
with more leaves as we
add more touch points
like social media and
mobile media.
More creatives are now
touching the brand—the
store designer isn’t
designing the website.
The PR agency isn’t
crafting the packaging
copy.
Keeping it all together is
crucial.
What to do? Strengthen your strategy.
The bigger the tree, the more leaves, the more touch points
— the stronger its roots need to be.
LDG Branding Process
Brand Process Chart by Levine Design Group © 2010. All rights reserved.
What to do? Strengthen your strategy.
Invest in thinking out a fully integrated brand strategy and ensure creatives understand the
strategy and how to articulate it in terms of experience, no matter what touch point.
LDG Branding Process
Brand Process Chart by Levine Design Group © 2010. All rights reserved.
Strategy makes it all work together.
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Strategy turns chaos into harmony.
– Michael Werdiger carries the branding throughout all touch points.
All Rights Reserved. Levine Design Group
MWI- Logo and Stationery System
All Rights Reserved. Levine Design Group
MWI- Website
MWI- Brand Display System
– Display System for Independent Jewelry Stores
All Rights Reserved. Levine Design Group
MWI- Brand Display System
– Counterpad and Focal Signage
All Rights Reserved. Levine Design Group
MWI- Brand Display System
– Signage and Hangtag
All Rights Reserved. Levine Design Group
Clarkes Jewelers “The Fine Art of Giving”
Shreveport, LA
– Packaging with quotation gift tags
– Emotion is a competitive language
– Speak to your customers in a language they understand
All Rights Reserved. Levine Design Group
Dimensional-eye-zing…the brand.
– Beauty Package, Eye-shadow Compact and Display.
All Rights Reserved. Levine Design Group
Dimensional-eye-zing…the brand.
– From product to environment.
All Rights Reserved. Levine Design Group
Build a relationship.
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Build a relationship.
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Build a relationship - Touch your customers.
- Nespresso, Madison Avenue, NYC
Build a relationship - Touch your customers
- Nespresso, Madison Avenue, NYC
Build a relationship- Touch your customers.
- Nespresso, Madison Avenue, NYC
Build a relationship.
- Nespresso, Madison Avenue, NYC
Environment is part of the DNA.
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Environment is part of the DNA.
– Prada Transformer in Seoul Korea by Rem Koolhaas
Be BOLD - Be AUTHENTIC
–Missoni Boutique, Beverly Hills, LA by Kinmonth & Monfreda
Be BOLD - Be AUTHENTIC
– Godiva Chocolatier, Japan.
– Interiors designed by Wonderwall Inc.
Be BOLD - Be AUTHENTIC
– Hermes Men’s Store
Be BOLD - Be AUTHENTIC
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Dunhill Men’s Store The ultimate in masculine luxury and retail lifestyle, Bourdon
House, formerly the London residence of the Duke of Westminster, reflects
Alfred’s own legacy as a curator of the very finest, offering not only superlative
product but the ultimate in services and experience too.
Be BOLD - Be AUTHENTIC
– Mauri Pioppo In-case brand presentation system.
All Rights Reserved. Levine Design Group
Luxury customers continue to shop.
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LEVINE DESIGN GROUP
T H E A R T OF
R A N D I N G
L U X U R Y
B ®