19th May '15

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without their own vision, luxury brands are merely lending credibility to technology firms, […] this strategy risks aligning the luxury sector to closely with a technology industry whose values and processes — rapid prototype and release — are at odds with centuries of fine craft and connoisseurship. […] Luxury is in the business of joy, desire and exquisitely crafted execution and heritage brands must remain true to this as they lower their drawbridge to technology. […] Digital experiences offered by luxury companies should be elegant, brand differentiated and driven by people’s behaviours, desires and emotional sensitivities. Indeed, the sector must take hold of its digital destiny by innovating from within; retaining control of aesthetic, story and craft; and integrating digital talent right into the product design teams.

By Daljit Singh:
www.businessoffashion.com/co...

19th May '15