#LuxuryWatch: Sustainable Growth, Burberry, Aston Martin, LVMH


Burberry London Fashion Week February 2016

Interbrand Regional Director EMEA/LatAm Rebecca Robins, co-author of Meta-luxury, shares her highlights for the week in luxury:

With New York Fashion Week’s Fall/Winter collections now wrapped, London Fashion Week is getting underway. One brand to watch at LFW: Burberry‘s final womenswear-only collection before it introduces a runway-to-retail fashion week strategy.

Burberry shared a sneak peek (above) at how it will present its final standalone womenswear collection on Monday before it adopts a game-changing plan that will reflect the day-and-date shift with films being released in theaters and digital simultaneously.

As CEO Christopher Bailey told The Business of Fashion about why he’s disrupting how fashion brands typically work, starting in September a combined men’s and women’s runway presentation will be available on the same day in Burberry stores “instantly… the objective is we will have the show at 2 o’clock on Tuesday afternoon, and by the time the show’s finished, we will have set up our retail stores to reflect the show.” It’s just the latest revolutionary move by one of Britain’s boldest luxury brands.

The Business of Fashion also released its analysis of the growth conundrum facing luxury brands, outlining what it sees as the three levers that “fashion’s luxury megabrands can employ to drive growth: Follow the traveling Chinese consumer; target e-commerce and omnichannel spending; and consider opportunistic mergers and acquisitions.

On the money as ever, BoF comments that “as key global markets continue to cool, business growth in the luxury sector will be hard won in 2016,”  raising some apposite questions around changes in luxury consumption, what luxury means from one generation to the next and the challenges for sustained growth.

In other luxury news:

• It was a week of exceptional brand experiences at LVMH, as the inimitable Chateau d’Yquem opens its doors for the first time in its four-century history—a brand that exemplifies the confluence of craftsmanship, focus, history and rarity, and meta-luxury in motion. In a unique achievement for another LVMH brand, Dom Pérignon announced a vintage for the fifth consecutive year, unprecedented in the history of the brand.

• A tale of two narratives on sustainable value at Aston Martin: The brand celebrated a Chinese joint venture for a first foray into an electric vehicle, while the auction value of Bond’s DB10 from SPECTRE demonstrates the power of brands to drive demand.

• Oscar de la Renta CEO Alex Bolen discusses what’s next for the brand with Fashionista.

• As Gucci finally begins to recover, Saint Laurent shines and Puma gains momentum, Kering’s latest results signal good prospects for the year ahead, Business of Fashion notes.

• Storytelling hasn’t lost its lustre as a beautiful exhibition from Sotheby’s with Masters of Design highlights the unsung heroes of jewellery design. Here’s to the unsung heroes everywhere!

Finally, words of the week in tribute to Seamus Heaney, pure genius: “deep in a land of optative moods…” (from The Canton of Expectation).

Rebecca Robins is Regional Director, EMEA LatAm at Interbrand and co-author of the book Meta-luxury. Beats and tweets: @robins_rebecca

Get more insights in our Luxury Watch series