💎Brilliant Cut No. 16:

Chanel Ups Price, Dyson VR Store, Givenchy NFTs, Moët Hennessy Online Store, Lanvin Rebrand, Gosling "Drives" For Tag Heuer, Christie's Handbags x Hype, China's Luxury Growth Drivers, and More

Dec 1, 2021

Welcome to this edition of Brilliant Cut, a free monthly newsletter that helps you smartly navigate the most important luxury marketing stories and insights.

Issue #16 | December 1, 2021

Chanel hikes handbag prices in run-up to Christmas

(Reuters) French luxury group Chanel has hiked prices of some of its most sought after handbags at a time when strong consumer demand and low stocks in the run-up to the holiday shopping season are boosting their exclusivity. Read more

“The Story Behind ME” reveals LVMH Métiers d’Excellence

(LVMH) French luxury conglomerate LVMH Moët Hennessy Louis Vuitton is illustrating the passion behind its maisons with a new series featuring its talented employees, starting with Roman jeweler Bulgari. Read more

Oscar de la Renta ventures into the resale market

(Harper's Bazaar) The digital platform features items that have been authenticated by in-house specialists, and then reworked to not only extend the life of the product, but allow customers across generations the chance to shop styles from the last few decades. In addition to gowns and kaftans, there is archival jewelry to choose from too. Read more

Rémy Cointreau moves into luxury’s big league

(WSJ) Should a company selling expensive liquor that can be polished off in a night be valued as highly as one that makes heirloom handbags? Potent half-year profits strengthen Rémy Cointreau’s argument that it should. Read more

'Animal Crossing' fashion collabs suddenly back in vogue

(Highsnobiety) If you thought Animal Crossing: New Horizons hype was a thing of the past, think again. In recent weeks, several brands launched activations on the Nintendo Switch game, whose grip on culture and internet discourse was virtually nonexistent just a few months ago following the highs of March 2020, when Animal Crossing was the internet's preferred pandemic past-time. Read more

Nike trademarks for virtual clothing sparks metaverse rumors

(WWD via AoL) The Beaverton, Ore.-based sportswear giant has filed trademarks for seven names, symbols and phrases “for use online and in online virtual worlds,” according to the filing from the United States Patent and Trademark Office. Read more

Moët Hennessy is launching a new online store for its luxury champagnes and wines

(Fortune) Named Our Cellar, the new luxury e-commerce site is meant to serve not only as a more direct route to buy these exclusive bottles, but also to elevate the experience of opening them at home. Read more

Dyson opens virtual reality store for customers to test out products at home

(Design Week) Called Dyson Demo VR, the technology is described as a “virtual online environment”. It seeks to help customers understand products better without being instore. Dyson says it is the “first virtual store” of its kind. Read more

French luxury fashion brand Givenchy drops 15 NFTs on OpenSea

(CoinDesk) French luxury fashion house Givenchy has dropped 15 non-fungible tokens (NFTs) created in collaboration with the graphic artist Chito on the OpenSea marketplace. Read more

Guerlain uses AR bee to create buzz around brand offerings

(Marketing Interactive) Guerlain Paris is an established French perfume, cosmetics and skincare house in the beauty industry. Given the rise of the experience economy, and the growing importance of “retailtainment”, Guerlain wanted to create a game that would excite customers in a way like never before by using WebAR technology and gamification. Read more

The World Luxury Award announces 2021 winners

(Little Black Book) The World Luxury Award 2021 announces the winners of its global creative award, which recognizes the best in creativity in advertising for premium brands. Read more

Inside the rebranded Lanvin Group

(Vogue Business) First came the name, now the brand identity. Lanvin Group, the Shanghai-based company formerly known as Fosun Fashion Group, renamed itself in October and has now unveiled a new logo and look. The moves are part of a substantial restructuring of the business, including new investors, priming it for international growth. Read more

Cartier debuts ‘Love Is All’ film with a star-studded cast

(Haute Living) In true holiday spirit, Cartier presents LOVE IS ALL, a short film dedicated to embracing the upcoming festive season as the most important time for family to come together and celebrate. Read more

Ryan Gosling channels ‘Drive’ in Tag Heuer’s new watch campaign

(Hollywood Reporter) Ryan Gosling has a new breakout role: the latest global ambassador for Tag Heuer, marking his first brand partnership. In the Swiss watch brand’s launch campaign for its new Carrera Three Hands timepiece collection, the star channels the stuntman he played in Drive, a character that transformed him from heartthrob to A-list leading man. Read more

Louis Vuitton kicks off the festive season with upbeat “Holiday House” video

(Prestige) To the disco beat of Candi Staton’s “Young Hearts Run Free”, House Ambassador, Stacy Martin, is transported through jubilant scenes of end of year celebrations in this uplifting campaign, overseen by Creative Director Roman Coppola, with Film Direction by directing duo Augustus Punch. Read more

Christie's reveals new auction Handbags x Hype: The Luxury Remix

(Hypebae) Celebrated for their high-end auctions, British auction house Christie’s is ringing in the holiday season with a one-of-a-kind auction. Handbags x Hype: The Luxury Remix marries streetwear culture with the aesthetics of heritage fashion houses, redefining what luxury means in the 21st century. The curated auction features a selection of classic collectibles that embody the new meaning of luxury. Read more

Bain & Company, Altagamma luxury study predicts global growth drivers

(WWD via (Aol) What are the key drivers for the luxury brands aiming to grow their business in the future? Chinese consumers, the online channel and younger generations. This is among the topics analyzed by the 20th edition of the “Luxury Goods Worldwide Market Study” conducted by consulting firm Bain & Company in collaboration with Italian luxury goods association Altagamma. Read more

The Ritz-Carlton in China releases six trends on next-gen luxury travel preferences

(Yahoo) The Ritz-Carlto, recently released its Next-Gen Luxury Travel Preferences Insight Report, which provides timely, in-depth insights into the changing preferences of the next generation of luxury travelers in China. Read more

Media Still Matters: Affluents Deep Connection with Media Brands

New IPSOS study on affluent Americans reveals how and why Affluents connect with beloved media brands, when marketers can best attract their attention, and the types of content that are most appealing. Read more

Report: 88% of China’s luxury growth driven by new consumers

(Business of Fashion) China’s luxury fashion market in 2021 is being propelled by a cohort of 1.5 million consumers who each spend more than 40,000 yuan ($6,255) per year on fashion-related luxury products. As a group, they are responsible for 81 percent of the sector’s total sales over the past 12 months, according to a new research report from consulting firm, Oliver Wyman. Read more

China’s wealthy remain optimistic and willing to spend – study

(CPP Luxury) A new study around China’s outlook for 2022 from consultancy firm Agility Research shows that the country is closer to recovery pre-pandemic levels, with even the nation’s affluent and above class remaining optimistic and willing to spend. Read more

Explainer | How has China’s luxury market weathered the coronavirus pandemic?

(South China Morning Post) China is a key driver of global sales of luxury goods, from expensive jewellery to private jets. While the global market for high-end products has taken a hit during the coronavirus pandemic, mainland China’s share of that pie has increased. Here’s a snapshot of the country’s appetite for the finer things in life. Read more

China’s luxury recovery is leveling off, Agility study finds

(WWD via Aol) A new study around China’s outlook for 2022 from consultancy firm Agility Research shows that the country’s road to recovery to pre-pandemic levels appears to be leveling off, with even the nation’s affluent and above class remaining optimistic and willing to spend. Read more

Jing Daily’s weekly roundup of notable luxury social media campaigns in China:

📲 November 5, 2021 // November 19, 2021

Supreme shares first look at its collaboration with Tiffany & Co.

(Complex) The streetwear brand and iconic jewelry maker confirmed the partnership via Instagram on Saturday, sharing a promo video featuring Supreme’s skate team star Sean Pablo. The slow-motion clip shows the 24-year-old sitting with his arms crossed while rocking a necklace. As the camera zooms in, we get a closer look at the string of pearls and the co-branded oval pendant. Read more

Gucci releases a $10,000 limited-edition Xbox series X console package

(duPont Registry) The fashion experts at Gucci are proud to announce its newest collaboration with iconic video game powerhouse Xbox. Xbox by Gucci takes the world of sports and leisure to the next level with 100 numbered Xbox Series X consoles. Read more

Leica and Vans team up for a checkerboard camera

(Robb Report) Photography has been vital to skateboarding’s rise as both a culture and sport. Aiming to add to that legacy, Leica has teamed up with Vans and legendary skater and photographer Ray Barbee for a limited-edition variant of its compact camera called the Dub 7. Read more

Missoni and Supreme’s kaleidoscopic collaboration

(Wallpaper) Skateboarding debuted as a sport at the 2020 Summer Olympics in Tokyo, so it’s a neat, and gold-worthy, move that sees Missoni teaming with skate-and-streetwear brand Supreme for a collaboration. Read more

Moncler collaborates with Fortnite to launch new in-game reactive outfits

(The Industry.Fashion) Inspired by its new 6 Moncler 1017 Alyx 9SM collection, designed by Matthew Williams, the new outfits, accessories and loading screen artwork can be found in Fortnite’s Item Shop. This includes a Moncler Classic Set, Umbra-tube Back Bling, Umbra-Axe Pickaxe and Para-Pluie Glider. Read more

Valentino launches sustainability initiative with new packaging

(WWD via Aol) The Rome-based luxury house is introducing a new generation packaging, conceived to be in sync with the identity of the brand. The new packaging will be available in boutiques and on the e-commerce platform from this month. The surplus of the preexisting packaging will be distributed across markets and recovered for internal company initiatives. Read more

Burberry lays out biodiversity strategy at COP26

(WWD via Aol) Burberry is building on its pledge to become climate positive by 2040 and, as part of that plan, will unveil a new biodiversity strategy at COP26 in Glasgow, Scotland, on Saturday. Read more

Look inside Dior's new 3D-printed concept store in Dubai

(Hypebae) Dior has unveiled its latest concept store situated in Dubai. The open space was created in collaboration with WASP, a 3D printing company. Read more

Moncler tops Dow Jones Sustainability Indices

(FashionUnited) For the third consecutive year in a row, Moncler has topped the Dow Jones Sustainability Indices (DJSI) World and Europe, obtaining the highest score of 89/100 in the ‘Textile, Apparel and Luxury Goods’ sector, according to the S&P Global Corporate Sustainability Assessment 2021. Read more

Kering Eyewear launches digital platform to assess value chain’s environmental impact

(Fashion Network) Kering Eyewear has boosted its commitment to sustainability with the Virtus project. Virtus is a digital data exchange platform that uses blockchain technology to measure the supply chain’s environmental impact for Kering Eyewear, the Italian eyewear producer owned by French luxury group Kering. Read more

Created and hosted by Scott Kerr, The Luxury Item is a podcast on the business of luxury. Check out the final episode of Season 4 and the premiere episode of Season 5:

🪒 Falguni Desai, chief executive officer of the luxury men’s grooming brand The Art of Shaving, discusses the industry and new innovations. Listen: Apple / Spotify / YouTube

🏬 Andrew Haarsager, Head of Retail Innovation Lab at Cartier discusses how it designs and tests new forms of retail experiences for the French luxury jeweler and watchmaker. Listen: Apple / Spotify / YouTube

Facing the Giants podcast launched on November 16. The show explores how luxury startups are challenging the Goliaths of the industry with innovative technology, new business models, and smart strategies. I interview luxury entrepreneurs about what's driving them and how their companies are pointing a new way forward to meet the changing demands of the luxury business and affluent consumers.

👜 On the premiere episode, I speak with Nathalie Dionne, founder and creative director of Thalie Paris, a new French luxury leather goods brand that uses innovative materials like recycled salmon skin and cactus leaves. Listen: Apple / Spotify / YouTube

✨Mixed Gems: Featured writers on luxury, fashion, and culture✨

Luxury car clients have demanded more immediacy and pre-owned as a result of the pandemic

Limei Hoang of Luxury Society says that luxury automotive customers were unwilling to wait for a new model, opting instead for pre-owned cars to satisfy their need for speed. Read it here

In China, luxury must bridge digital and physical like never before

Avery Booker from Jing Daily says in-person events must adapt to the demands of younger Chinese consumers, who increasingly demand immersive and engaging content from luxury brands. Read it here

Is lab-grown leather the future of luxury? This inventor thinks so

Robb Report's Mark Ellwood writes how startup VitroLabs can now successfully fabricate lab-grown leather from cow cells, a much more environmentally sustainable alternative to traditional leather. Read it here

Thank you for reading this issue. - Scott

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