October 15 - 16, 2018
Convene Conference Center, 32 Old Slip, New York, NY
DAY TWO | TUESDAY, OCTOBER 16, 2018: DAYS OF THE NEW
8:00 am - 8:40 am Continental Breakfast & Registration for All Attendees
8:45 am - 9:00 am Chairperson’s Opening Remarks
9:00 am - 9:40 am PANEL: FOUNTAIN OF YOUTH: IDENTIFYING AND ATTRACTING NEWLY LUXURY FACING CUSTOMERSRodney Williams - President & CEO, Belvedere Vodka LVMH Moet Hennessy Louis Vuitton Kristen Naiman - SVP Brand Creative Kate Spade Jenny Oh - Chief Operating Officer CULT GAIA
Higher flexibility on online price points for younger luxury shoppers, ongoing wealth transfer, and the need for luxury companies to constantly replenish their base has made millennials and Gen Z an area of high focus for marketers. How are companies engaging and delighting this pool of customers?
· Creating aspiration for a younger audience
· Connecting a heritage brand with a generation that values experience over possessions
· Understanding the answer to “what do emerging affluent millennials and gen z want?” is constantly changing – and how to position your brand to anticipate and meet this question daily
Rodney WilliamsPresident & CEO, Belvedere Vodka
LVMH Moet Hennessy Louis Vuitton
Kristen NaimanSVP Brand Creative
Jenny OhChief Operating Officer
9:40 am - 10:00 am KEYNOTE: I LOVE YOU JUST THE WAY YOU ARE – NOW CHANGE.Sonja Winther - President Chantelle USA
In today’s ever connected, ever-shifting climate of consumer trends, staying true to your brand’s core identity while also cultivating a fresh and exciting approach is a never ending high-wire act. Identifying the right strategy is just the first hurdle. You also have to get your leadership on board. How’s that going for you? Collective groan? You aren’t alone. Sonja will share her insights from working to:
- Maintain a sense of freshness and modernity in a century old heritage brand
- Bridge the divide between European HQ and the USA to move a traditional French/European brand forward in a hyper-connected USA
10:00 am - 10:20 am KEYNOTE: LET ME TELL YOU A STORY… ABOUT GOATS.Matthew Scanlan - CEO and Co-Founder Naadam
The digital native origin story consistently starts with the same idea: “There was a gap, the category was glutted with (insert: non-sustainable, over priced, poorly produced, or non-inclusive) options. We’re going to do it better.” Naadam is true to its D-to-C roots in this aspect, but has thrived beyond them because of its storytelling. Join Matthew for the stirring tale of how they’ve executed across different digital media and consumer touchpoints to weave a comforting cashmere net across wholesale and retail.
Matthew ScanlanCEO and Co-Founder
10:25 am - 11:05 am Morning Refreshments & Networking Break at the TECHSHOWCASE LOUNGE
TRACK A: MAKEOVER: BEFORE & AFTER11:05 am - 11:25 am CASE STUDY: HOW MOVING TO A NEW MODEL LED TO RUN(A)WAY GROWTH James Henderson - President, Commercial Operations XOJET
XOJET closed 2017 with a nine percent increase in revenue to cap off five years of growth. Join James as he shares the pillars to this growth including a new suite of membership programs, adoption of AI to improve pricing and logistics capabilities, and investments in staffing. He’ll also touch upon staying ahead of the on-demand economy while maintaining core components of product delivery the luxury-minded consumer looks for (efficiency, personalized service and interesting amenities).
James HendersonPresident, Commercial Operations
TRACK A: MAKEOVER: BEFORE & AFTER11:25 am - 12:05 pm CASE STUDY INTERACTIVE SALES. NOW. – RETRAINING YOUR MIND TO A NEW UNDERSTANDING OF WHAT CONSTITUTES REALISTIC DIGITAL GROWTH Heather Kaminetsky - President Riley Home
Are you committed to growth in the digital ecosystem? It’s a new world requiring a new understanding – including the investments that need to be made to help lay the groundwork for the future of your business. Join Heather for her case study and then be ready to get interactive to weigh in on:
- How to handle conversations requiring proof on ROI before you can even invest
- Finding a commission based solution or something low cost to get things off the ground
- Starting with insight and shopping cart abandonment, then upselling for the next wave, once you have the proof of increased revenue
- Pay attention to conversion rate optimization, funnels, where is your bottle.
- All those changes, all the investment needs to be in the back end, all of our data can be accessible because the website user experience, you have to use all your data portability and be connected.
TRACK A: MAKEOVER: BEFORE & AFTER12:05 pm - 12:30 pm CASE STUDY: CONSUMER EDUCATION AND INTERACTIVE SHOWROOMS AS THE ROADSIGNS ON THE PATH TO PURCHASE
Content can be beautiful, inspiring, and relevant – but can it make business sense? Join Peter as he connects the dots from corporate chefs on staff at all times and consumer demonstrations to a more sophisticated CRM tool and a complete training program for the sales team. Add in some rigor around the consumer handoff to select retail partners that can be tracked down to the actual purchase, and you might just be cooking with (premium) gas –
TRACK B: A NEW STANDARD OF BEAUTY FOR BUSINESS MODELS11:05 am - 11:25 am CASE STUDY: CATCHING UP TO YESTERDAY WHILE KEEPING AN EYE OUT FOR TOMORROW Brian La Monica - Director of Revenue, Distribution, & e-Commerce Hôtel Plaza Athénée
Brian’s is a familiar story in these “my company is just starting to adopt e-commerce,” “my role has evolved” times – but with plot twists and details you can’t make up! Join Brian as he shares his key insights from how the Hôtel Plaza Athénée has gone from minimal e-commerce to expanding its online reach and direct bookings. Prepare yourself for the unexpected when it comes to his best advice to you on how to tackle the greatest challenge of all: the ongoing balancing act between playing catch up and implementing futurist inspired strategies.
Brian La MonicaDirector of Revenue, Distribution, & e-Commerce
Hôtel Plaza Athénée
TRACK B: A NEW STANDARD OF BEAUTY FOR BUSINESS MODELS11:25 am - 12:05 pm PANEL: YOU’RE BEING DISRUPTIVE Ashley Merrill - Founder & CEO Lunya Sophie Kahn - Co-Founder AUrate
The definition of luxury has been transforming for a while now with the changing consumer landscape and shifts in consumption. For a masterclass in just how much things have changed, we’ll delve into how new and digital native brands are providing elevated experience while making luxury accessible.
- Building a truly optimized seamless customer experience on mobile but also using data to their competitive advantage
- Leading marketing with people first versus a CPM analysis
- What is the new exclusivity?
Ashley MerrillFounder & CEO
TRACK B: A NEW STANDARD OF BEAUTY FOR BUSINESS MODELS12:05 pm - 12:30 pm CASE STUDY: WHEN IS TECH HIGH TOUCH AND WHEN DOES IT DILUTE YOUR BRAND
When it comes to customer facing technologies, the delicacy of implementing tech that is consistent with your brand experience cannot be overemphasized. Fredrik and Rati will sound off on successes and missteps when it comes to taking on a more traditional industry and infusing it with new tech approach.
- Ex: How do you implement a bot program without destroying your brand
- Using big data and analytics for customer insights unobtrusively
- Automation and how much of your service can you automate? What other efficiencies can you bring but still provide the service level?
12:30 pm - 1:35 pm Lunch for All Attendees
TRACK A: ON YOUR VIDEO PHONE1:35 pm - 1:45 pm Chairperson’s Afternoon Address
TRACK A: ON YOUR VIDEO PHONE1:45 pm - 2:05 pm CASE STUDY: MEASURABLE RETURNS ON E-COMMERCE SALES FROM CONTENT STATEGY AND SITE IMPROVEMENTS Evan Moore - VP, Product Goop
Join Evan as he delves into how he has helped Goop more than double its conversion rate, drive large improvements in retention and lifetime value, drastically ramp its paid marketing efforts, and grow engagement and traffic to meet steep display advertising inventory demands
Evan MooreVP, Product
TRACK A: ON YOUR VIDEO PHONE2:05 pm - 2:15 pm Tech + Review
Solutions provider and client will present a use case with results.
TRACK B: SMALL BUT MIGHTY1:35 pm - 1:45 pm Chairperson’s Afternoon Address
TRACK B: SMALL BUT MIGHTY1:45 pm - 2:05 pm FIRESIDE CHAT: BRIDGING THE GAP BETWEEN THE DIGITAL AND IN PERSON EXPERIENCE WITH SELECTIVE INVESTMENTS Christopher Barefoot - VP, Communications & Guest Relations Opus One Winery
TRACK B: SMALL BUT MIGHTY2:05 pm - 2:15 pm Tech + Review
Solutions provider and client will present a use case with results.
TRACK C: GROUP THERAPY1:35 pm - 2:15 pm FOR BRANDS
How are you as a brand reaching consumers through a third party retailer?
2:15 pm - 2:55 pm Refreshment Break & Networking in the TECHSHOWCASE LOUNGE
2:55 pm - 3:35 pm PANEL INTERACTIVE: TEAM WORK MAKES THE DREAM WORK – OPTIMIZING YOUR COMPANY STRUCTURE AND STAFFING FOR DIGITAL COMMERCE
Digital marketing and e-commerce are fast moving trends so it only makes sense that slow moving big picture items like company structure haven’t been able to keep pace. A crucial piece of digital adoption is building the right mix of talent and responsibilities internally. The first step is understanding your needs as they relate to your company’s digital strategy. The second is staffing. Finding people who can manage marketing tech seamlessly, in a high quality fashion, and stay on brand is the talent equivalent of a Birkin bag. If rarity wasn’t enough of an issue, these unicorns are leaning towards digital native or disruptive companies when heritage brands are slow to adapt to new trends. There is no right answer – take heart from the formats these panelists have tried and take the opportunity to share your experiences in this interactive session.
3:35 pm - 3:55 pm CASE STUDY: CREATING RETAIL EXPERIENCES THAT APPEAL TO THE “OTHER SENSES”Donny Perry - Head of Retail Bang & Olufsen
No, we’re not talking about the sense that helps you see dead people. Donny’s approach to building and designing physical retail spaces that engages the senses is referring to the creation of a sense of belonging, the desire to stand out, and more. Don’t miss this chance to understand the emotive strategy behind Bang & Olufsen’s stunning spaces that keeps customers hanging on by their ears - and their wallets.
Donny PerryHead of Retail
Bang & Olufsen
2:55 pm - 3:35 pm PANEL: NO PRESSURE, NO DIAMONDS – HOW SMALLER TEAMS ARE RESPONDING TO TIME, BANDWIDTH, AND HEAD COUNT RESTRICTIONS WHILE EXPANDING THEIR BUSINESSESTamera Ferro - Vice President, Digital Commerce & Marketing Nili Lotan David Shenman - Director, Sales & Marketing Lotte New York Palace Hotel
Are you a luxury brand with a small team but global reach? Are you under pressure to innovate and apply new tactics while also running your day-to-day business – with the same headcount? You aren’t alone. This session will delve into how small teams are extending their reach using tech and other efficiencies.
Tamera FerroVice President, Digital Commerce & Marketing
David ShenmanDirector, Sales & Marketing
Lotte New York Palace Hotel
3:35 pm - 3:55 pm CASE STUDY: PRESSURE FROM AMAZON AND WHAT THAT MEANSJeffrey Fowler - President, North America Farfetch
Luxury hasn’t been hit as hard by Amazon as other retailers – yet. As Amazon continues to extend its reach into luxury, here’s what brands are thinking about:
•Should I go into the luxury amazon BD category as a vendor? Or do I keep my margins as they are?
•What are the expanded opportunities for discovery by listing my products on Amazon?
•I’ve heard luxury people said they’ll never be on Amazon. Is this realistic long term?
Jeffrey FowlerPresident, North America
2:55 pm - 3:35 pm WEBSITE REVAMPS
Like home renovations, the road to a website relaunch is long, expensive, and fraught with setbacks. Join your peers to exchange war stories and what got you over your stumbling blocks.
•Going for mobile first strategy
•Shifts in design for 2019
•Sticky navigation it will follow you as you scroll down.
•Ecommerce changes so quickly. What should be on our a/b testing to make things better
3:55 pm - 4:40 pm LIGHTENING ROUND - BETTER, TOGETHERScott Steever - Head of E-Commerce ABC Carpet & Home Pamela Fishman Cianci - Director of Business Development and Partnerships Hudson's Bay Company Michaella Solar-March - Global Director of Member Events & Programming Soho House Lisa Caruso - Director of Communications Mandarin Oriental New York
Why do we do these partnerships at the end of the day? Not just for product launches or exposure. A big part of partnerships is about expanding your audience reach in a very segmented, focused way. Points of discussion will include:
- How big is client acquisition a part of the strategy?
- How do you bring forward someone of those client relationship management and development tactics?
- Have our partnerships met our goals for new customer acquisition?
Scott SteeverHead of E-Commerce
ABC Carpet & Home
Pamela Fishman CianciDirector of Business Development and Partnerships
Hudson's Bay Company
Michaella Solar-MarchGlobal Director of Member Events & Programming
Lisa CarusoDirector of Communications
Mandarin Oriental New York