Brilliant Cut No. 2:

Conversation With Hermès Artistic Director, Growing AR Retail Strategies, Gucci Spaghetti Party, Record High Global Billionaires, and More

Welcome to this edition of Brilliant Cut, a free monthly newsletter that delivers the most essential stories on luxury marketing strategies right to your inbox.

Issue #2 | October 12, 2020

Gucci embraces resale in latest move to win over Gen Z

(Glossy) The RealReal announced a new brand partnership with Gucci, making the brand one of the largest luxury names to officially support the secondary market. Read more

The philosophy of the future: In conversation with Pierre-Alexis Dumas, artistic director of Hermès

(Vogue) Interview subjects was Pierre-Alexis Dumas, who is the great-great-great grandson of Hermès founder Thierry Hermès, and who currently acts as the French family company’s artistic director. Read more

Louis Vuitton CEO Michael Burke: 'If my job was just about selling handbags, I’d have burned out fast'

(The Telegraph) This summer, Virgil Abloh, the black artistic director at Louis Vuitton, found himself target practice when he criticised Black Lives Matter protesters for looting stores. Read more

Fashion groups transform back-end systems to aid bounceback

(Financial Times) A growth in ecommerce during the coronavirus pandemic has helped some fashion houses and clothing retailers continue to do business even under lockdown. Read more

How AR is redefining retail in the pandemic

(HBR) Covid-19 has supercharged all things virtual, propelling industries like retail well into the future. According to IBM’s 2020 U.S. Retail Index report, the pandemic has accelerated the shift to digital shopping by roughly five years. Read more

Phillips launches online jewelry retail platform

(Barron's Penta) Major auction houses have been expanding their online offerings in the wake of Covid-19 crisis. A recent example is Phillips ’s new retail platform, Flawless, launched last week to offer exceptional jewels for direct purchase. Read more

Net-a-porter, Mr. Porter Ink Deal With Watches & Wonders Fair

(WWD) In a move that nods to the collective power of Compagnie Financière Richemont’s companies, Net-a-porter and Mr Porter have forged a strategic partnership with the Geneva-based fair Watches & Wonders. Read more

Cadillac nods to bravery, resilience in Escalade's Regina King ad

(Marketing Dive) Cadillac will be ushering in its new Escalade design and auto technology with a campaign featuring award-winning actress Regina King. Read more

Benedict Cumberbatch learned to freedive for Jaeger-LeCoultre’s new short film

(Robb Report) As an actor, Benedict Cumberbatch is no stranger to finding himself in uncharted territory, but when the Jaeger-LeCoultre brand ambassador went to Rakino Island, New Zealand to film with the brand for their new Polaris Memovox watches he found himself a little bit out of his depth. Read more

A$AP Rocky, Iggy Pop, and Tyler, the Creator Throw a Gucci Spaghetti Party

(GQ) The new tailoring campaign for the Italian house, shot by Harmony Korine, is a blast. Read more

Global billionaire wealth reaches record US$10.2 trillion

(Barron's Penta) The global billionaire population and their aggregate wealth both reached record highs in 2019, propelled by the technology and health industries, as well as the V-shaped equity market recovery, according to a UBS wealth report. Read more

Key takeaways from 2020 BCG x Tencent Digital Luxury Report

(Jing Daily) On September 22, Boston Consulting Group (BCG) joined hands with Tencent Marketing Insight (TMI) to release the 2020 BCG x Tencent Digital Luxury Report. Read more

Affluent Americans’ pent-up demand insights & opportunities

(IPSOS) Read IPSOS's latest paper for insights on how brands can tap into Affluent Americans’ pent-up demand and reinvigorate the economy. Read more

Immersive technology to reimagine online shopping experience and increase consumer purchasing confidence

(Business Wire) Consumers are at a tipping point for immersive experiences in digital commerce found new global research released from Accenture. The report reveals immersive technologies such as augmented and virtual reality and 3D content can enhance consumer purchasing confidence and increase online sales. Read more

As co-branding continues to prove effective in China, here’s what brands need to consider

(The Fashion Law) In China’s hyper-competitive market, conventional marketing methods are no longer effective. Read more

Luxury electric cars take the spotlight in China’s condensed auto show

(CNBC) Luxury and electric vehicles emerged as bright spots at this year’s Beijing Auto Show, which kicked off this weekend in the aftermath of the coronavirus pandemic with about 200 fewer vehicles than previous shows. Read more

Chinese demand for quality goods to see luxury industry spending rise by 30%

(South China Morning Post) Chinese demand for luxury goods is projected to grow as much as 30 peer cent this year as high-income mainland shoppers drive the country’s post-pandemic economic rebound. Read more

JW Anderson launches Moncler genius collab with exhibition-in-a-box

(Highsnobiety) Jonathan Anderson, the latest Moncler Genius collaborator, is presenting a limited edition "exhibition-in-a-box" to celebrate the coming together. Read more

Aston Martin collaborates with S3 Architecture to design first residential project

(Dezeen) US studio S3 Architecture worked with luxury carmaker Aston Martin's architectural design service to create Sylvan Rock, an angular black-cedar home in Hudson Valley, New York. Read more

Levi's and Valentino are taking your denim to luxury heights

(British GQ) Valentino – the esteemed Italian luxury fashion house best known for its extravagant tulle gowns – has teamed up with Levi's to create a collaborative denim line. Read more

Longchamp jumps into digital world with Pokémon bags

(WWD) Digital fantasies continue to invade the real world as fashion and accessories labels race to build up appeal with younger audiences. In the latest example, Longchamp is entering the fray with Pokémon tote bags and backpacks, set to launch in October. Read more

Pre-owned luxury watch market is worth $18.6 billion and growing fast

(WatchPro) Boston Consulting Group says that the global market for hard luxury items — primarily watches and jewelry — is worth €21 billion today and growing at 8% per year, faster than the primary market for the same goods. Read more

Fashion houses and green bonds: A new love affair in the making

(Forbes) Green bonds are in fashion. Literally. Fashion brands are jumping on the green bond issuance bandwagon, which seems to be heading for another record year after a slowdown at the peak of the pandemic. Read more

We Are Made in Italy: digital fashion show highlights Italian diversity

(The Guardian) Five little-known black designers took the spotlight on the final day of Milan fashion week. Read more

The Luxury Item Podcast is a podcast on the business of luxury. It’s produced and hosted by Scott Kerr. Here are the last three episodes for your listening pleasure:

👟 Learn how streetwear is redefining luxury and the importance of cultural credibility from Jeff Carvalho, co-founder of Highsnobiety https://apple.co/36g04p9

🍸 Learn why alcohol sales have exploded and how drinking culture has changed from Rodney Williams, president & CEO at Belvedere Vodka https://apple.co/360qXgC

🛍️ Learn how luxury brands can successfully respond to industry changes and recalibrate their business from Mickey Alam Khan, founder and editor-in-chief of Luxury Daily https://apple.co/2FypzHb


♦ Why the US luxury recovery is not comparable to China’s by Erwan Rambourg in Jing Daily

♦ Interview with Jean-Christophe Babin, CEO of Bulgari in WorldTempus

♦ Some department stores are struggling. Here’s how they can be saved by Saks CEO Marc Metrick in Fast Company


If you know someone that would enjoy Brilliant Cut, please share this with them.

Share Brilliant Cut

Comments or questions? Send a letter to the publisher –– Scott Kerr

scott@silvertoneconsulting.com | Twitter: @scott_kerr

Copyright © 2020 Silvertone Consulting, Inc. All rights reserved.