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Is Luxury compatible with E-commerce?


The daily newspaper Le Temps has asked IC-Agency’s Marc-Olivier Peyer to shed some light on the new European regulations affecting luxury product e-commerce on June 1st.

Read the article originally published in Le Temps.

By IC-Agency | June 23, 2010 | Actualité , | E-Commerce , | Luxury Watch Special
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Press Coverage: Bloomberg, Il Sole 24 Ore, TSR…


Overview of recent articles for which IC-Agency was solicited during the last three months:

Comment les marques de luxe reprennent le contrôle de leurs ventes sur Internet ? – Le Temps, 17 juin
Le secteur a longtemps été confronté à une distribution en ligne bas de gamme mettant en péril son image. Appuyé par une directive européenne plus favorable, le luxe tente maintenant de gérer ses propres circuits d’«e-commerce».

L’art de raconter des histoires pour convaincre – Swissquote Magazine, 9 juin
Pour séduire investisseurs et consommateurs, les entreprises ont de plus en plus recours aux techniques du storytelling. Exemples, entre auto-mythologie et vérité.

IC-Agency relie le luxe à son client final – CB Web, 31 mai
IC-Agency, une agence de 30 personnes (3 millions d’euros de CA en 2009, en croissance de 30 % /08) réparties entre Genève et Barthurst au Canada. Créée en 2000, elle est spécialisée dans le digital marketing du luxe.

Swatch Surges After CEO Says Watchmaker’s Sales Rose – Bloomberg / Business week, 26 mai
Swatch Group AG, Switzerland’s biggest watchmaker, rose the most in more than seven months in Zurich trading after Chief Executive Officer Nick Hayek Jr. said sales climbed in the first quarter.

Travaux pratiques – Le Temps, 25 mai
La toile regorge de vidéos didactiques pour apprendre à jouer de la guitare, se maquiller à la façon de Lady Gaga, renforcer ses abdos ou survivre à une attaque de zombies. Un phénomène à la hausse qui intéresse les marques, ravies de pouvoir parler de leurs produits différemment.

La réalité augmentée pourrait faciliter les ventes sur Internet – TSR, 10 mai
Les innovations se multiplient en ce qui concerne les commandes de produits sur Internet. Des simulations en trois dimensions toujours plus poussées permettent à l'internaute de se représenter l'objet comme s'il était devant lui.

VENTES EN LIGNE - Le luxe affûte encore son commerce digital – Worldtempus, 4 mai
Récemment, Richemont annonçait le rachat du site de vente de produits de luxe Net-a-porter.com tandis que Longines inaugurait son magasin virtuel focalisé uniquement sur les Etats-Unis.

China Swatch Partner Hengdeli’s Sales May Grow 30% – Bloomberg / BusinessWeek, 3 mai
Hengdeli Holdings Ltd., the retail partner of Swatch Group AG in China, said 2010 sales growth may be the fastest in three years as it expands market share and Chinese consumers splash out on luxury watches and jewelry.

Cresce il falso d’autore dichiarato – Il Sole 24 Ore, 26 avril
Il business viaggia prevalentemente sul web e riguarda soprattutto orologi di lusso, profumi e design.

Les gagnants de l’internet suisse – Bilan, 6 avril
Sur la centaine de sites qui se lancent en Suisse chaque mois, 5% seulement rentabilisent leur activité. Le secret? Être le premier dans son domaine et fidéliser la clientèle avant que des concurrents ne fassent leur apparition.

More article to read on IC-Agency's press review.
By IC-Agency | June 23, 2010 | Actualité , | IC-Agency Events , | News & Trends , | Our Pick
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Luxury Interactive - Internet, top information source for luxury


We participated to Luxury Interactive Global, the yearly conference gathering luxury and Internet professionals. What are the trends in online performance measurement and PR for luxury brands?

Read the original article published on Worldtempus.

By IC-Agency | June 22, 2010
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Watch Marketing – Luxury Communications


Here is a copy of an article David Sadigh published in AGEFI on March 19, 2010 about watch marketing to coincide with the opening of Salon BaselWorld 2010.

There are several similarities between luxury watches and private banks. They’re both important industries for our country that must face intense outside competition, they both rely on Switzerland’s image, they cover a wide range of jobs, and above all,  the brands’ reputations mean everything when trying to win over a client’s trust. Also, exclusivity and quality of service are important factors for success.

But there are also some notable differences.

Read more…

By Philip Arseneau | June 18, 2010
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Luxury: QR Codes in Advertising


The famous American jeweller Hearts On Fire will be one of the first luxury brands to implement mobile barcodes in their magazine ads.


QR

The QR codes, which have been popular in Japan for several years, will allow readers to access a mobile site designed to show different product designs. The site has sharing functionalities through email or social networks and will, of course, suggest the nearest reseller.

QR2

Let’s not forget that this campaign is for wedding and engagement rings. The younger clientele is more inclined to use the QR codes.

This is a great way for brands to strengthen their brand name, by creating a new experience for the consumer somewhere between print and technology.

Source - National Jeweller

---- Update ----

It seems 2010 is the year of the QR codes for the large jewellers.

On May 11th, Piaget invited Japanese bloggers and other persons of influence to discover a white gold, diamond encrusted QR code pendant to celebrate the 20th anniversary of their famous Possession line of jewellery.

QR3  QR4


Via HH Magazine and Web&Luxe

By Philip Arseneau | June 18, 2010
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Trend: Watches and New Technologies


A computer, a webcam, and a simple paper bracelet are now all that you need to see a watch on your wrist. Could this be the miracle recipe of the future?

Historically confined to decorated lounges found in capitals, where a brand’s clients, owners and craftsmen would rub shoulders, the watch industry is progressively losing contact with its clientele.  From the wholesaler, to the distributor, and then finally to the retailer, the distance to the consumer is growing. Now,the internet has entered the fold. An open world by definition, the internet is immensely popular yet incompatible with many brands that are exclusive in nature. Digital technologies do however offer unprecedented opportunities for the brand to reconnect with their clients and drive growth. Read more…

By Philip Arseneau | June 18, 2010
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IC-Agency at eMetrics Paris 2010


image For its first time in France, the popular series of interanational events  “Marketing Optimization Summit eMetrics” was held on June 15 and 16 in Paris, at the Hilton Arc de Triomphe.

Organized in collaboration with the Web Analytics Association, this event is THE reference in terms of Web Analytics, and more globally perfomance analysis on the web.  It's also an occasion to meet a number of experts in this field, such as Jacques Warren, online marketing expert and authority in the field of Web Analytics, who delivered the keynote opening speech.

David Sadigh of IC-Agency had the pleasure to intervene of the subject of “Comment mesurer de façon efficace le succès en ligne d´une marque de luxe ?” during the opening of the second day of the event (Wednesday, June 16, 9:30-10:15).

By IC-Agency | June 17, 2010
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WorldWatchReport: Between Societal and Competitive Monitoring


The Haute Ecole de Gestion de Genève organised a conference on June 10 regarding Economic and Competitive Intelligence. David Sadigh of IC-Agency presented key findings of the WorldWatchReport regarding trend forecasting, along with other presenters such as:

- MARC BÜRKI, CEO of Swissquote Bank
- JÉRÉMY DUMONT, Strategic Planning Director for «Pourquoi tu cours ?», a strategic planning agency
- MARK FROELICHER, manager of eXMAR (Executive Marketing Management), a representative of XTC World Innovation in Switzerland
- ALAIN JUILLET, advisor to the firm Orrick Rambaud Martel, former Haut Responsable de l’intelligence économique in France
- NICOLAS LESCA, maître de conférences at the Institut d’administration des entreprises (IAE) de Grenoble and laboratory researcher at CERAG-CNRS UMR 5820
- JEAN MOCHON, manager of la Belle Idée, an innovation consultancy firm
- ELMAR MOCK, founder and president of Creaholic

IC-Agency's presentation is available on slideshare :

By IC-Agency | June 17, 2010 | Competitive Monitoring
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