Luxury Marketing – Focus Must be on Cities

Where would the luxury world be without the glittering glass fronted stores on Paris’s Champs Elysees, the gold signs over New York’s prestigious Fifth Avenue and the Rolex and Christian Louboutin boutiques on Milan’s Via Monte Napoleone? There seems to be no doubt that when it comes to making the luxury world work for your product the focus has to start in the cities. The fast facts and figures are already scrawled across the internet telling us that no less than a staggering 85% of the luxury market growth will come from the world’s top 600 cities.

We all know the sprawling luxury metropolis names of London, New York, Paris and Milan but some other major players will be emerging from the shadows and accounting for much of the growth before the calendar ticks over to 2025. Unsurprisingly many of these cities can be found on the far eastern shores of China with Beijing, Hong Kong, Guangzhou, and Shenzhen leading the parade.

China is growing to become one of the leading consumers of luxury with a penchant for authentic brands and designer goods. According to Bain & Company, Chinese consumers spend over three times the amount abroad then they would spend at home. China is set to drive half the growth in the luxury industry which is why it’s essential for brands to turn their eyes to the east. The affluent Chinese market doesn’t only hold power over retail, sure elite Chinese travelers will love to swipe their platinum cards in the stores of Prada and Chanel but tastes are changing and they will want exclusive experiences outside of the shopping environment. Wealthy Chinese households aren’t succumbing to our idea of a recession, in fact they are only getting wealthier and the more they accumulate, the more they are looking to travel and the more they are looking to spend.

Yet even closer to western shores the dizzying height of spending seems to be led by countries like the USA, Italy and France with tourist luxury spending adding its weight to the bulk of the figures. One quick glimpse at the leading locations where tourists like to splurge takes us back to the cities. From chic weekend shopping trips in New York to European jaunts to Paris, Milan and London there’s no doubt that affluent visitors love to splash the cash in the major city hubs. It’s also essential to note that many of the world’s billionaires are also entrepreneurs who globetrot for business. The major financial haunts are often to be found in bustling cities and when these affluent city slickers step off their private jet they will be seeking high end retail for spending within the city limits.

Different cities have different draws and this will impact a luxury brands choice when it comes to which city is the best to focus on. The fashion capitals of New York, Paris and Milan clearly put their best foot forward when it comes to apparel yet skincare hits the top of the charts when it comes to Asia. Investors should note that the mature cities of our present luxury scope aren’t slowing down, only there seems to be more emerging cities joining the trend.

Forbes has noted that there seems to be a stronger affiliation to keep strength and investment in more western cities from many luxury brands, yet the resources needs to follow the growth. Companies must be willing and ready to send the best of their best to the places where the growth patterns are emerging. It also helps to have a firm footing with a good local partner or affiliate in the far flung cities so that you don’t go charging in without understanding the hurdles of how to conduct business on foreign far flung shores.

Mega cities are the future of luxury and no longer is this limited to old world Europe and the billion dollar mansions of the United States. China, the Middle East, Brazil, India all these places are on the rise and if luxury brands are successfully able to sweep their marketing towards these shores then we can all ride on the crest of this new world wave.

If you are interested in more details, download the McKinsey & Company report at http://mckinseyonmarketingandsales.com/sites/default/files/pdf/LuxuryScope.pdf

Roxanne Genier

Roxanne is the Co-Founder of LuxeInACity and AgenceLuxury. An Avid sailor and traveler she stumbled into luxury in 2005 while working aboard superyachts. Since then she has been a private concierge for UHNWI and has helped several luxury brands with their digital needs.

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We are Hiring!

We are Hiring!

As a boutique firm specialized in social luxury, we are experiencing terrific growth, and, as a result, we are seeking a few members to join our virtual team. Before we start giving out more information about the positions, let us tell you a little more about who we are. You will see, we are very different.

Agence Luxury likes boutique luxury brands who understand that they need to be different to make an impact in this digital world. We only work with luxury brands who understand that the days of paid-in-your-face advertising as a way of communication is dead. Hence, we work with brands who prefer to spend time on new mediums such as social media, content marketing, influencer marketing and blogging.

To be the best at what we do, we focus our energy on understanding one very hard but very coveted market – the international affluent community. For this reason, our patrons include superyacht builders, superyachts, private jet companies, and luxury brands. We are not snobs; we simply cannot be good at everything.

We also believe in practicing what we preach. Our agency’s luxury travel blog, LuxeInACity.com, was recently voted one of the Top 10 Luxury Travel Blogs of 2014 by the readers of USA Today. We are also one of the only luxury marketing agency with an active blog that is read by thousands of industry leaders. As a member of the blogging community, we always create synergy with other luxury bloggers since we understand that they are true influencers. In addition, we interact with over 50,000 social media fans on a daily basis and hope to grow our fan base to over 100,000 in the next year.

Our team is virtual. For this reasoare able towe can hire the very best regardless of where they are located in the world. I, Roxanne, co-founder, and president, am currently on a Pan-American road trip curating luxury travel experience for various patrons. Maxine, co-founder, and vice-president, prefers to stay home with her two kids in Sweden. Other members of our team live/work in England, Croatia, India, South Africa and USA. We communicate daily with Skype, Google Hangout or via email and manage everything through Wrike and Dropbox. It’s a new world, and we are a different type of marketing agency – one that has fully embraced the digital revolution.

Now about the positions currently available at Agence Luxury:

Social Storyteller (aka social media and community marketing manager)

If you spend all your time dreaming of Instagram, Pinterest, Twitter and Facebook, if you know how to engage fans with interesting content, and if you understand that luxury is about showcasing the brand story rather than the product features then this position might just be for you.

What you will be doing:

•    Oversee day-to-day social media initiatives; including writing and posting diverse content for several luxury brands including LuxeInACity and Agence Luxury. You will be asked to create synergy between all channels for co-branding effect while giving a unique voice to every one of the channel you will oversee.

•    Identify, build and nurture relationships with luxury influencers and bloggers;

•    Liaise with our visual designer, photo curator and content storyteller to build a great social media content calendar that will engage and grow fan base;

•    Run social media promotions to give back to our communities;

•    Keep up to date with the latest social media trends, and share your new found knowledge with our team;

•    Track and report insights so that we can readjust campaigns if needed;

•    Have fun with the community.

What we are looking for:

•    Someone with a real passion for social media and digital marketing;

•    Someone who can work remotely with little supervision as part of a virtual team;

•    Someone who has had success growing communities in the past, preferably in the luxury, fashion, beauty or travel industry;

•    Someone who will make us proud and will stay with us for years to come;

•    Someone who has an entrepreneurial spirit, that is willing to step out of their comfort zone and who constantly seeks to learn more about the industry;

Web Designer/Developer

If you understand the web, love working with open-source technologies and understand that building a great website is only the start of a strong digital experience, then this position might be for you.

What you will be doing:

•    Involved in the planning, prototyping as well as building, testing and maintenance stages of several web projects at once;

•    Recommend and integrate various technologies in order to offer awesome user experience on both front-end (for fans/customers) and back-end (for brand managers);

•    Expertise with HTML, CSS, PHP, Javascript (jQuery), MYSQL as well as ADOBE CS products;

•    Experience with Responsive Web Design, Mobile friendly strategy to create the best UX possible;

•    Familiarity with multiple CMW, preferably WordPress, and e-commerce technologies, preferable WooCommerce.

What we are looking for:

•    Someone who can collaborate seamlessly with our creative team to create branded websites;

•    Someone who can work remotely with little supervision as part of a virtual team;

•    Someone who understands that in design, simplicity is always best;

•    Someone who will make us proud and will stay with us for years to come;

•    Someone who has an entrepreneurial spirit, that is willing to step out of their comfort zone and who constantly seeks to learn more about the industry;

A little more about what we offer to all team members:

–    Work/life balance: although we prefer for you to work during Europeans working hours, we are very flexible with members of our team;

–    Remote work conditions: as long as you have a stable internet connection, we really don’t mind where you live/work;

–    Paid vacation after six months, with the ability to take unpaid leave when you feel like taking a little extra time off to enjoy life;

–    Career opportunities: we are growing so fast that you may end up managing your own team in the next year or so;

–    Communication: we strongly believe that our team is our pride and joy for this reason we are always available to answer your questions/concerns. You are not happy; our clients are not happy. For this reason, we won’t be happy.

–    Openness: we understand that you have skills that we don’t, and we will always take time to listen to your advice, and if possible, implement your recommendations.

–    Teamwork: although we are virtual, you will soon feel like you are a part of a family, and not a numbered employee.

If you want to join our team, simply send us your portfolio/CV in the next few days at info {@} agenceluxury.com. Please put the name of the position in the subject field.

Good luck!

Roxanne and Maxine Genier

Roxanne Genier

Roxanne is the Co-Founder of LuxeInACity and AgenceLuxury. An Avid sailor and traveler she stumbled into luxury in 2005 while working aboard superyachts. Since then she has been a private concierge for UHNWI and has helped several luxury brands with their digital needs.

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Tags: career

Blogger Spotlight: Angie Silver of SilverSpoon London

Behind every great luxury blog, you will find a great story. Luxury bloggers are real people, not machines, and to successfully work with them, we recommend you get to know them a little better. Through our years at LuxeInACity, we have talked, collaborated and exchanged ideas with dozens of great bloggers from around the world.

Since bloggers rarely talk about themselves – they tend to talk about everyone else instead – we hope to showcase their skills, expertise and opinions in this blog series. Get to know them, learn from them and hopefully you will find an innovative way to collaborate with them.

Today’s blogger is Angie Silver, the founder and writer of SilverSpoon London. Her blog reflects her two passions: London lifestyle, especially the restaurant scene, and luxury travel. Angie’s uses her personal experience and recommendations to ensure her readers will be informed about the very best a destination has to offer.

Angie Silver SilverSpoon London 1

Every blogger has a different story on how they got started blogging. What is yours?

I was working on another business venture and I started to develop the blog as part of that. I found that I enjoyed the blog even more than the other business and I decided redirect my focus. When I came to the decision that it was what I wanted to concentrate on, I renamed and rebranded to reflect my chosen style. I’ve always been passionate about food and luxury travel and my friends had constantly asked me for my advice on where to go and where to stay, the blog was the opportunity to collate this information all in one place and to write a personal diary that I can always long back on.

Like most successful bloggers, you probably received hundreds of emails per month from luxury brands who want you to share their story. What makes you decide to work with a brand over the other?

I prefer to mostly work with brands I know of and I will certainly only work with companies that share my values and are of interest to my readers.

What is your take on press releases? Do you like receiving them or do you simply discard them?

I always keep abreast of luxury travel news and trends through websites, news and other bloggers. However, it’s very useful to receive a press release straight from the source. It’s inevitable that I’m going to get some irrelevant ones but these can be filtered out and discarded very easily. I don’t run stories on my blog purely based on the press release, as my blog is all about my personal experience. However, if the news was of interest to my readers, I would certainly share it on my social media.

What would make you choose to work with a brand on a giveaway campaign on your site?

I prefer to work with brands that I’ve heard of and already have some sort personal connection with. However, if the brand espouses the same values as me I am certainly open to working with them. I’m always careful when I choose what prizes that I give away as I want to make sure it’s they are right for my blog and my audience.

Angie Silver SilverSpoon London 2

If a brand wants to reach you, what channel should they use? Do you prefer email, social media or another means of communication?

I prefer to be contacted via email so I have all my communications in one place. I also think it’s safer, some brands want to send me samples of products and I prefer not to give out my address over Twitter.

What is the coolest gift you have received from a luxury brand in a blogger outreach program?

I’ve been fortunate enough to stay in some beautiful hotels and dine in amazing restaurants. I’m very grateful for the opportunities that my blog has given me.

Of all the social media channels you engage on, which one do you prefer and why?

I really like the interaction that you get over twitter. I’m able to network with brands I’m interested and have a personal connection with my readers.

Which social media channels does your audience interact with the most?

Mostly Twitter, but I think Instagram is also huge for the luxury travel market. The visuals of beautiful places, hotels and scenery just can’t be fully appreciated in words.

In your opinion, what does it take to become successful on social media?

Dedication. A continuous and consistent social media presence in vital, as is networking and interaction with the right people. Good content is also important as well as eye-catching visuals.

Angie Silver SilverSpoon London 3

What is the main reason you blog on a daily basis? Is it for pleasure, for business or for both?

Both! Blogging is my business but I’m absolutely passionate about it so much so that you can rarely pull me away from my computer or phone!

Apart from blogging, do you offer additional services to luxury brands who choose to work with you?

I have a strong background in events planning and I’m happy to help with organizing group blogger events.

If you had to mentor a new blogger, what is your go-to advice to become successful?

Definitely focus on what you love to write about and with so many bloggers out there, make sure that you have a niche. You won’t become an overnight success, building a blog takes time and dedication. One of key ways I’ve found of growing my blog is networking both online and offline. I have a strong relationship with other bloggers and my readers on social media, but I also meet them face-to-face at events and meet ups.

Reach out to Angie on Facebook, Twitter, Instagram or Pinterest. You can also email her directly. Or, connect with us for an introduction.

Roxanne Genier

Roxanne is the Co-Founder of LuxeInACity and AgenceLuxury. An Avid sailor and traveler she stumbled into luxury in 2005 while working aboard superyachts. Since then she has been a private concierge for UHNWI and has helped several luxury brands with their digital needs.

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Tags: blogger, blogger spotlight, blogging, luxury blogger

When The Rich Rule The World

Global wealth is said to be increasingly concentrated in the hands of a small wealthy elite. According to a recent Oxfam study, the 80 wealthiest people in the world altogether own $1.9 trillion, almost as much as the amount shared by the 3.5 billion people who occupy the bottom half of the world’s income scale. Last year, that number was at 85, and in 2010 it was at 388 billionaires.

Forbes has listed 1,645 billionaires out of which almost 30% of them reside in the USA. 20% of these billionaires seem to have an interest in finance or pharmaceutical/healthcare or are related to these sectors. An increase of 47% is seen in their collective net worth between March 2013 and March 2014.

share-by-global-wealth

Another alarming stat reveals that the richest 1% of the world controls nearly half of the world’s total wealth. And once again, that number is on the rise. There is an inequality, but according to Oxfam, this inequality is not inevitable. In October 2014 Oxfam launched its “Even It Up” Campaign by calling upon governments, institutions, corporations and even world leaders to tackle extreme inequality and debate on the factors that has led to this. This Campaign hopes to find ways to redistribute the money and power from a few to many by focusing their energy on:

  • Making governments work for citizens and tackle extreme inequality
  • Promoting women’s economic equality and women’s rights
  • Paying workers a living wage and close the gap with skyrocketing executive reward
  • Sharing the tax burden fairly to level the playing field
  • Closing international tax loopholes and fill holes in tax governance
  • Achieving universal free public services by 2020
  • Changing the global system for research and development (R&D) and pricing of medicines so that everyone has access to appropriate and affordable medicines
  • Implementing a universal social protection floor
  • Targeting development finance at reducing inequality and poverty, and strengthening the compact between citizens and their government

The world’s rich own a disproportionate share of its wealth, but what about you? Where do you actually stand in the rich list? If you haven’t made it on the Forbes Billionaires list, you might still be in for a shock. Check out your ranking on the world’s rich list using the great tool provided by the Global Rich List. Use either your income calculation or wealth calculation to put your financial situation in perspectives.

To quickly see an example. lets look upon Mr. Mathew, an American with an annual net income of USD$500,000, and compare him to Mr. Alexander, a Russian with a comparable annual net income of RUB 34477500 (USD 500,000).

Mr. Mathew is in the top 0.02%, making him the 1,111,735th richest person in the world by income. A similar calculation shows that Mr. Alexander is in the top 0.005%  making him the 317,723rd richest person by income. This proves once again that money has different values in different countries.

top 0.005 richest in the world

So where do you stand? See now at http://www.globalrichlist.com. My guess is that if you are reading this article, you are probably in the top o.01%.

Roxanne Genier

Roxanne is the Co-Founder of LuxeInACity and AgenceLuxury. An Avid sailor and traveler she stumbled into luxury in 2005 while working aboard superyachts. Since then she has been a private concierge for UHNWI and has helped several luxury brands with their digital needs.

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Billionaire Lifestyle – A Style In Its Own

Billionaire Lifestyle – A Style In Its Own
Services / 0 Comment / January 8, 2015

According to the latest Wealth-X and UBS Billionaire Census, the typical billionaire lifestyle is both global and demanding. This exciting but exhausting lifestyle can be attributed to the juggling of several business commitments, family responsibilities, and maintaining many friendships. On average, a billionaire is involved with about five professional entities. The ‘typical’ billionaire is also married, with two children, and has an extensive social network.

While working aboard superyachts, I was exposed to these ultra high net worth individuals on a regular basis and spent many days studying their lifestyle, habits and choices. What else is there to do when you cater to their every whim and desire. Although I respect the personal lives and secrets of those I have serviced, I am comfortable with sharing some general facts and stories. So here it goes.

Billionaires juggle life and business obligations in their special way. It wasn’t uncommon for a charter guest to come on board a superyacht for a ten days charter with friends and family only to be interrupted after a day or so by a business call/email. At that point, they would hop on the tender, then the helicopter, then a private plane, go to a board meeting or two, then head back on the private jet, helicopter, and tender to spend the night back aboard the luxury yacht. Ouff! And you though your business trip was exhausting!

Other’s, with more power and wealth, and who also considered family time as gold, would do the opposite. They would fly in their team to a local port town, have the business meeting aboard the superyacht’s sundeck, then send off their business associates ashore that same day. Some would allow their guests to drive off on a jet ski for a ride or take a plunge in the Jacuzzi, but most wouldn’t. They simply wanted business time to move along to family time as fast as possible.

In terms of social relationships, billionaires tend to develop friendships with people who share common interests and abilities. This means that billionaires generally have large social circles, often including other billionaires and other ultra high net worth (UHNW) individuals. On average, a billionaire has nine other UHNW individuals in his network, including three billionaires. The typical net worth of these associates in a billionaire’s network amounts to US$16 billion. If you think of it, this makes sense. A billionaire has the choice. Unless you have been friends with them since childhood or have created a strong bond under special circumstances, they rarely spend quality time with those who don’t share a similar lifestyle. Usually, their circle of trust is very small, especially in comparison with the number of acquaintance they have from around the world.

Billionaires and those in their social circles tend to have patterns when it comes to their social activity. Some prestigious events are regarded as vitally important to attend by many in this elite club. However, many events are attended by a smaller group of these individuals, based on their interests, hobbies, and passions. 68.3% of billionaires will attend sports events, particularly golf, skiing, football, tennis and equestrian events. 51.9% will attend philanthropic events. 23.4% will participate in outdoor events such as hunting and fishing. 23.1% of all billionaires will attend at least one elite art show annually.

These facts and figures present an important picture of billionaires and their lifestyle, particularly those elements pertaining to their networks, social activities and interests. One thing that is often forgotten by census, but that I know for a fact as true is this – billionaires are people, and sometimes they only want a baloney sandwich with a pickle on the side.

Roxanne Genier

Roxanne is the Co-Founder of LuxeInACity and AgenceLuxury. An Avid sailor and traveler she stumbled into luxury in 2005 while working aboard superyachts. Since then she has been a private concierge for UHNWI and has helped several luxury brands with their digital needs.

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