Special Events Are Not So Special Anymore

“To the customer or guests, a special event is an opportunity for a leisure, social and cultural experience outside the normal range of choices or beyond everyday experiences” – Donald Getz

The term “special events” is too commonly used and without fully encompassing the “special” portion.

Today, many companies are designing and producing events that are not “special”. As any type of event can rack up a hefty budget, so it is crucial in ensuring that it goes above and beyond. Therefore, events could be seen as a very expensive cost with poor ROI when not special.

Events are indeed a great marketing tool to engage different audiences in order to achieve a variety of different business objectives.

The traditional combination of good food, a good venue and good guest list is not good enough anymore in today’s competitive landscape.

Our special recipe includes only two ingredients: meaningful and memorable.

  1. Meaningful comes in two parts, the first being meaningful for the brand. We must fully understand and embrace the purpose and brand DNA and portray them in a very unique way during the event and in a way no other brand would be able to do.

    The second part is being meaningful for the audience. We must ask ourselves, “Why would the guests come to the event or even care?” and “What is our adding value to them?”.

  1. The second ingredient is being memorable. The event can’t only be people gathering, drinking, listening to a speech, having a good time and going home. The assignment here is to engage emotionally with your audience in order to make the special event memorable. Surprise them. Make them feel emotionally connected to you and your brand. Goosebumps are welcome. Creating an emotional connection could be anything from a beautiful storytelling video, musical performance, sophisticated art installation, unique choreography – it just needs to be fully relevant to the brand.

    An example of this is the product launch event we put on for Audemars Piguet Royal Oak Offshore Lebron James Limited Edition Watch. We used a technique called cine-theatre. Lebron placed his hand in a box on stage and the video screen behind him showed the watches being built on his wrist. The beauty of this “magic” was building the watch live on his wrist. This was a unique way to showcase the craftsmanship of the watch. The combination of these two ingredients will result in a “special event” not only for the brand, but the audience as well.

You want your guests to leave an event and brag to their peers by word of mouth as well as through social media about their experience. This creates an efficient tool for your client’s marketing objectives.

Hopefully by including our two secret ingredients, you will be able to create an event that truly encompasses the definition of a “special event”.


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How to Pick The Perfect Event Venue

Planning any event, whether it is small or large, can be stressful…but not for us Havas Luxe. Our reputation is not something we take lightly! In today’s post, we are about to reveal our secrets. Read on:

As you know, when working with luxury brands – we take painstaking measures to ensure to come up with a strategy, a theme, to hire entertainment for each fete – and to delight and inspire with the greatest libations on the planet. But the real secret is our starting point – finding that perfect venue. That place, that once you have entered it, just makes you go: “ahhhhhh….”

To find that perfect venue for any event requires a lot of thought, and plenty of research. From ensuring a space that fits a client’s needs, to ensuring the venue fits the theme/tone of the evening, venue selection WILL determine the success of the evening. Below are our top 4 tips to help you narrow down that search:

  1. Do your research:

We scout CONSTANTLY. We follow any lead, any instagram sensation, and the news from our clients partners to make sure we always hit the venue that is new or next.

 It is also worth noting that we scout venues months in advance. With any event it is crucial to leave a lot of planning time, as it is very rare for an event to be a success if has been rushed and left to the last minute.

The venue is the first thing your guests will see when they arrive at the event; therefore, it needs to set the mood and create the perfect atmosphere. Have an arsenal of event spaces in mind, and know how each one of these looks and feels. Yes, this means scouting constantly, taking notes, filing venues. This practice will come in handy when you assign a spot to a special night you have in mind.

An important note is to also always be on the look out for empty commercial spaces – because shorter lead/ pop up opportunities do come up, too. Keep at it, and file away the good ones.

And here are a few extra tips under “do your research”:

  • Mind “Event Seasons” in each city. After all, you may not want your client’s Miami luxury launch event to coincide with Miami’s music festival.
  • Go beyond hotels, museums and restaurants, and such other known commercial spaces. Warehouse buildings, aircraft hangers, piers…these are the venues that set people’s hearts aflame. To do this – go big: scour real estate listings, check in with film scouting teams, and watch the local convention bureau; you will stay way ahead of the game.
  • Ask your network to connect you. Leveraging relationships and word of mouth is many times how you hear of the Next Big Thing.

Our bottom line recommendation here is to keep a live list of special venues, and always be adding to it. And,when you come across anything new—do a site visit. In – person is always very different from online.

  1. Stay on theme:

Before booking a venue, you will know what you want to celebrate at this event. A fragrance launch? A fashion show? A corporate get together? This, and the campaign theme, should be the focus in making a decision. To this end, take mainly into consideration any décor. After all, to your guests – surroundings are everything.

Additionally, consider your event format. A cocktail reception is not dinner, and a luncheon is not the same as a costume party.

For accuracy – also check the calendar – is there a holiday, fair, occasion to celebrate? Doing this you will then be able to decide what you can do at this event- and ensure that you select just the right setting.

  1. Mind the Logistics:

This means being aware of whether or where the nearest parking may be found, what sound system the venue has, if the venue has projection capabilities, if it is the right size for an Augmented Reality or installation scope, and whether or not there is kitchen and bar on site.

During any type of event, some type of food or beverage is expected – so always find out if the venue provides food or drink facilities. If the venues do not, then be sure to ask them if they know of any catering companies you could use (unless you have a preference).

And here is an extra: note how many people are going to attend your event. Logistics also mean gauging venue size and capacity.

  1. Go for the WOW Factor:

When selecting your venue, keep this in mind – above all, you are seeking ambience.

Setting the tone properly can go a long way and set the mood for the rest of the evening. Any luxury brand will naturally be aligned only with the most beautiful venues. Any luxury fan will only be dazzled by the new, the next, the bold, or the timeless.

  1. Negotiate: 

Here’s the thing: if it were just about finding the best venue—many could enter the events realm. But a team that is truly professional minds the details, and makes the project work with any scope. This means three things:

  1. watching event timing, and setting the date in the best possible window
  2. collecting multiple bids and truly evaluating each offer
  3. considering and working longer term partnerships with any venue for better rates and greater possibilities


Overall, while it can be challenging to find your perfect venue for events, by using these simple guidelines – your planning will ensure a hit. And if you are still in doubt – call us. We are happy to help, and hope you have a fabulous event!

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How to Host An Excellent Marketing Conference

Steve Jobs once said that to drive innovation, one must “think different”. At Havas Luxe, that is exactly what we attempt to do – especially when it comes to hosting our bi-annual Marketing Conference, NEXT. This conference is part of a series produced by Havas Luxe. Our purpose is to inform and educate luxury marketers….which does not mean it should be “safe”, or “boring”.

Innovative conferences work for Apple, and they work for us. Could doing things differently at your next event work for you? In today’s post, we will share our tips on how to make your next conference your best yet.

  1. Theme:

In our upcoming installment of Havas Luxe’s NEXT conference, we will be inviting you to join renowned experts from the publishing, marketing, fashion and luxury industries for their inspiring take on the hottest trend in experiential marketing – Virtual Reality, and on how to get it right.

By capitalizing on an of the moment topic, and seeking to take it farther beyond that which even C-suite executives in our industry have experienced, we are giving our audience something compelling, remarkable and relevant. So, when seeking to build your next conference, first ask yourself this:

  • Is the topic compelling?
  • Is the topic remarkable?
  • Is the topic relevant, or applicable, for my audience?
  1. Speakers:

Each speaker you select for your event can make a big difference to its attractiveness to attendees. That does not mean you have to go out and book (and pay for) a celebrity. Instead, it means finding out the person, or persons, who really connect with your theme and your audience.

Examples: bloggers, authors, entrepreneurs, community leaders, industry leaders, and motivational speakers. Top tips for finding exactly the right speakers:

  • Research books and media articles/ search for the right talent associated with your topic

In particular, authors with books pending publication or recently published will be eager for promotional opportunities so they make good candidates to approach. You also get a clear idea of their areas of expertise and topics they could potentially speak on from the theme and content of their new book.

Many authors have their own websites, so a quick Google search can offer a direct link to approach them by. If they don’t have a website, you can also search for them on Twitter or Facebook and reach out to them there. We don’t mind telling you, this is exactly how we found one of our speakers for the next NEXT conference.

  • Use industry gatherings associated with your topic

For the topic of virtual reality, we had to look no further than the very recent CES conference. There, as with any conference, we were certain to run into those who position themselves as spokespeople for their industry. These superstars are likely to be receptive to invitations to speak, and that’s a great way to find them.

  • Use your Linkedin contacts and personal/ professional network

Your network, and Linkedin – are a goldmine of professional information. Post an update to your network looking for recommendations for speakers, experts or bloggers and you might be surprised by the response – people love to help, especially if you’re asking for their opinion.

At the upcoming Havas Luxe NEXT conference, we believe we have hit the jackpot with our speakers. Tackling such talking subjects as the future of advertising, and the ramifications of VR for humanity, we have invited Sebastian Tomich, founder T Brand Studio (creator of T Brand, and winner of two 2016 grand prix Cannes Lions) and Marc Lavallee – leading the future innovation in the newsroom and Story X ( VR/ AR/ Mobile) at the New York Times, and Ken Perlin, a renowned professor in the Department of Computer Science at New York University, founding director of the Media Research Lab at NYU, and the Director of the Games for Learning Institute. Nailed it.

But wait, there’s more…

  1. Details:

If you want to run a corporate event that gets people talking, you’ll need to throw in a few quirky features (alongside great content, of course).

For example – set up above and beyond a PowerPoint presentation, or a panel (snore). Run debates, small table discussion groups, and non-conventional settings. Or, add an experience.

This is our approach at Havas Luxe. We’re a creative company, so we want our meetings to be as creative as possible. Our approach is designed to ensure all guests engage with, rather than passively consume, the content offered. That’s why the next NEXT conference will include a 360-degree environment where all guests will be invited to experience Virtual Reality. It is our hope that engulfing everyone in a multi-sensory experience will fuel the senses and get people thinking in fresh ways.

And now, if you don’t mind – what do YOU want to see at our next NEXT conference? Tell us which topics and speakers speak directly to you, and we will do our best to accommodate that.

If you would like to RSVP to our NEXT conference on 3.31.17, please register here.


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The Top Five Luxury Marketing Books Of All Time

This is your bible: we have rounded up the five best marketing books of all time, that we personally believe should be in every business library (you’re welcome).

Some of these books are focused on the strategies and more data-driven tactics of marketing. Others include the timeless observations about human nature and group behavior, which form the basis for the art of marketing.

  1. The Luxury Strategy – by Jean-Noël Kapferer and Vincent Bastien









Consider this your bible. Written by two world experts on luxury branding, this book (now in its second edition) provides the most thorough blueprint for the effective management of luxury brands at the highest level. We at Havas Luxe reference it all the time. In fact, we referenced it tirelessly when penning our recent blockbuster blog post: Make Luxury Great Again (link to post).

By defining the differences between premium and luxury brands and products, analyzing the nature of true luxury brands and turning established marketing ‘rules’ upside down, The Luxury Strategy has established itself as the definitive work on the essence of a luxury brand strategy. It’s a must-read.

  1. Deluxe – How Luxury Lost its Luster – by Dana Thomas









We have obsessed over this book for years – and it is perhaps even more relevant today, ten years after it saw light for the first time. This is a hard-hitting behind-the-scenes look at the luxury fashion industry that dares to ask the question: Is luxury still the best that money can buy?

There was a time when luxury was available only to the rarefied and aristocratic world of old money and royalty. Luxury wasn’t simply a product, it was a lifestyle, one that denoted a history of tradition, superior quality and offered a pampered buying experience. Today’s luxury marketplace would be virtually unrecognizable to its founders. Dana Thomas, a journalist who has covered style and the luxury business for The Washington Post, Newsweek and The New York Times Magazine from Paris for the past fifteen years, digs deep into the dark side of the luxury industry to uncover all the secrets that the maisons have avoided revealing. In so doing, she cuts to the core of what luxury, and luxury marketing, truly entail.

  1. Small is the New Big – by Seth Godin









If you are not already subscribed to Seth Godin’s newsletter, do it right now. He’s as major as marketing gurus come, and as one of today’s most influential business thinkers, Seth Godin helps his army of fans stay focused, stay connected, and stay dissatisfied with the status quo. His books, blog posts, magazine articles, and speeches have inspired countless entrepreneurs, marketing people, innovators, and managers around the world. We could easily recommend all his books, but of them – this one in particular applies to Luxury Marketing, particularly because of the focus on “smallness” – a tailored, customizable, personal approach. You’ll enjoy all his other riffs, too.

  1. Extraordinary Popular Delusions and the Madness of Crowds – by Charles Mackay









Ultimately, marketing means understanding groups of people and how they think. While technology has changed over the decades, people haven’t, so it shouldn’t be all THAT surprising that in 1841, Charles Mackay captured the essence of group-think (see also “1984”, by George Orwell).  Read this, and you’ll never be surprised by events like the Great Recession or the popularity of the Kardashians (yes, we have once again referenced the Kardashians in a post).

Best quote: “We find that whole communities suddenly fix their minds upon one object, and go mad in its pursuit; that millions of people become simultaneously impressed with one delusion, and run after it, till their attention is caught by some new folly more captivating than the first.”

  1. How to Win Friends and Influence People – by Dale Carnegie









The most successful leaders all have one thing in common: They’ve read How to Win Friends and Influence People. As a salesman at one point in his life, author Dale Carnegie made his sales territory the national leader for the firm he worked for. Carnegie eventually ended his sales career and taught public speaking, earning up to $500 every week — the equivalent of $11,800 today. Even Warren Buffet, one of the most successful investors of the 20th century, took Carnegie’s course at age 20.

Simply put, this is a must read for any marketer who wants to succeed not only in marketing and sales, but also in life.

Extra Credit – Email or comment below your own book selection by February 17th!  The most interesting book suggestion will receive all five of the books mentioned in the post.


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How To TECH UP Your Next Event

It’s just after CES, and we here at Havas Luxe have somehow found ourselves increasingly surrounded by tech trends and techies. So we took advantage of it, and asked industry experts what tech secrets are that they think are absolute MUSTS for events/ experiential marketing success. Here’s what they had to say:

#1 Know that your audience is BEYOND the room

First and foremost, integrating tech experiences and digital campaigns in your events bring digital audiences even closer to the actual event experience than those lucky enough to attend, making it more important for organizers to think beyond the event walls.

Forward-thinking Events and Experiential Marketing agencies (ehem…like Havas Luxe) have been using Facebook, Snapchat, Twitter, Instagram, and other social platforms for some time now to drive online engagement and UGC during their live events. Live streaming in particular is now so accessible, that it has and will have continued major impact on event success.

#2 Stay obsessed with VR and AR

We have said this in recent months on this very blog, and it’s continuing to prove true: Virtual Reality and Augmented Reality are becoming more and more mainstream. VR provides an even richer event experience to those tuning in remotely, while AR lets organizers layer digital enhancements onto the immediate event environment.

If you would like to see just HOW mainstream these are, and what amazing things are being created via VR and AR for the events industry- changing our commercial paths forever – please plan on attending our next HAVAS LUXE Conference on 3.31.2017. Stay tuned.

#3: Focus on driving the audience to action

Technology integrations at events – such as interactive displays and even digital photo booths – are there to do only two things:

Make the visitor do something (e.g. create UGC)


Collect data

Think this is very “big brother”? We think not. Ultimately, this will result in better event experiences for attendees. Event Management is sophisticated enough at this point to deliver not only better events, but customer-centric, personalized, unique experiences. In fact, this will be driven by participants – who are increasingly dictating through technology what their event experience is.

#4: Multi task

Specialties are becoming increasingly diverse, and it’s more important than ever for organizers to develop a broad range of skills paired with a deep knowledge of one particular area.

Today, to be a successful event and experiential agency, you need expertise in all aspects of experiential marketing. This means: strategy and ideation, staging and production, catering, promotion — and digital amplification. In other words – we no longer create an experience that is just physical. It must include the ability to assemble the right setup to engage digital audiences.

With the rapid proliferation of technology across the industry, those who do the above will thrive and rise to the top.

#5: Measure success more often, and with greater ease

The ability to track and prove the results of events will continue to improve this year, with brands and entrepreneurs running more and more events that are digitally connected. It’s a win-win, non?

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2016 Marketing Minutes

2016 Marketing Minutes, Summarized: The Best Is Yet To Come

Havas Luxe’s take on what the biggest take-aways from 2016 have been for our industry

If you did not spend the majority of 2016 thinking about PURPOSE, STORY and CONTEXT, we bet you spent it pretty frustrated. Because this was the year in which businesses – and even the election – proved to us again and again that nothing supersedes the need to keep a clear focus on the needs and expectations of customers, and to answer those needs consistently, remarkably, and on-target.

Here’s a look at the top FIVE marketing trends we saw throughout the year, followed by our humble takeaway and recommendation on how to apply this to kick start 2017.

  1. Marketing was about Sales. You know how when you’re designing a website, user experience (UX) is secondary to the definition of brand and messaging? Well, it’s the other way around now. In our meetings all through the year we have understood that the formerly silo-d departments for marketing and sales within fashion, luxury and prestige consumer goods companies are now not only regularly communicating – but actually becoming an extension of each other. Makes sense, as that’s pretty much the whole point of digital marketing; marketers, using integrated tools, can engage with customers online, track the buyer’s journey, measure sentiment and loyalty, and match behavior with outreach tailored to meet their audience’s needs and interests.

Incidentally, this is what gave rise to the next massive trend.

In a nutshell: this was the year that Omnichannel became Retail’s BFF.

Tweet for Pizza! Snap a pic and Hashtag for a discount at Zara! We now have so many turnkey ways in which to bring events and physical location to online, that everything just…flows.

  1. Marketing was about Influencers. The year 2016 has clearly seen “brand ambassadors” given a higher priority, more effective customer engagement, and tighter collaboration with sales and support to directly affect conversion rates. We could go on and on about this, but you can just flip back here to check out our summit on the subject.
  1. Marketing went 3D.Virtual reality literally drops people’s jaws when we bring it around for presentation. It is amazing, and here’s why else you should get on board: it’s because, as we have noted in point #1: customer experience is the top priority. Secondly, it’s because, as have said here, it is becoming more common, and more affordable. 3D technology is poised to move from novelty to mainstream. As the technology to create and consume virtually has become more accessible, smart marketers started to find more ways to bring their products to virtual life, and we are sure they/you will continue to do so.
  1. Marketers (Finally) Realized that Social Media IS A CHANNEL, Not a Strategy. It is one of our personal crusades to eliminate the bizarre title “social media manager” from the stratosphere. Social media isn’t marketing, and it doesn’t work as a “strategy” on its own—something that (based on our many meetings) – seems to have finally sunk into the collective marketing consciousness. Social media is one platform of many, a tactic that does a great job of supporting broad campaigns but flounders by itself. This distinction will shape marketing strategies and budgetary considerations in the coming year. Don’t say we didn’t tell you so.
  1. Marketing got back to being about PURPOSE, STORY and CONTEXT. Here’s the thing we have been saying all year. We want you to really internalize this, so here goes, one more time: the millennial demo, and strata above and below it, are totally onto us. They know when they are being “sold”. We, you, me…. we are all MARKETING TO MARKETERS. The conclusion is this: the purposeful will survive. Authenticity is the key; it is the key to getting through to audiences, it is the key to forming a compelling, consisted and remarkable story which bears repetition, and when you consider the context: the audience being the star, you get better results.

It’s a bit hard to wrap one’s head around that last one, perhaps (though the election’s messaging certainly comes to mind….), so here’s a great example for you:

Let’s say that the Swiss haute horologie industry wanted to get with the program and up the ante in 2017. Let’s say they all wanted to beat the i-Watch, if we are presuming (just for this exercise) that the product is a veritable threat. For this exercise, based on the above we would propose a return to overwhelming emphasis on Swiss-made, perfectly crafted, painstaking engineering and elegance. To the story of authentic, hand-made luxury. Forget the teams you sponsor, the regatas, the basketball games, the cars and planes. These stories are derivatives ; they are not YOUR story. Focus on relating everything back to the message that superior is superior because of craft, heritage, experience, scarcity, and so on – and luxury will continue to prevail.

Substitute the above for anything: champagne, diamonds, couture. The point is this; your brand’s story and fundamental purpose are now more important than ever. This is the time to bring them back into the limelight.

Wishing you an excellent 2017!

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The Importance of Storytelling

Why brand storytelling should be at the core of your Marketing strategy

Since the dawn of time – humans have told stories, and societies have responded. All powerful brands know that injecting the magic of storytelling into their marketing taps into people’s emotions. While we always say that great product is 50% of marketing success – story is what will bring your values to life and connect with the consumer.

And that is the ultimate goal. So far, nothing is new.

However, as we have discussed over the course of this blog – the way in which brands can tell their stories has evolved profoundly over the past years. Today, a brand’s narrative can be told through so many channels, that the story runs a massive risk of being fragmented. But it’s still the past, present and future. So here’s what you should keep in mind:

  1. Be AUTHENTIC. Your brand story must be based in reality, even if it is embellished. Narratives that veer towards generalities, explanations and abstractions, or which insist on telling their moral or meaning – are advocacies, not stories. They lose their extraordinary ability to stimulate both the feelings and imagination of the teller and the audience.
  2. Note the DISTINCTION.

A brand’s narrative can set a company apart in a competitive sector. It can be the smallest things. For example – famed maker of Timepieces, IWC – a Richemont company, includes great heritage surrounding its American founder. This small notable fact sets it apart from many Swiss made competitors – injecting the American spirit into a European tradition.

  1. Make the message UNIVERSAL:

A good story makes you feel something and is universal. People want to buy a car from a company they relate to and they understand. They want to see their values in your values and in your commitment to excellence; be inspired and intrigued. Storytelling is the most powerful way to convey these ideas.

Ford, for example, uses storytelling to emphasize its passion for its products. For the launch of the Focus RS in January the company developed an eight-part documentary on the making of the Focus RS sports car.  By releasing this weekly on their YouTube channel, Ford showed how a team of engineers worked under great pressure to meet tight deadlines and to deliver ultimate success. Showing that passion that goes into creating a car – that’s storytelling.


We know we are beginning to sound like a broken record here, but that’s rather the point: in order to avoid having your message fragmented because of today’s need to create multiple pieces of content across so many channels – you must CONTROL the message. Your hook must exist across all channels, no matter the execution. For example, let’s take IWC’s old tagline: “Engineered for men”: bearing this in mind, all content for all channels will be created to enforce this one basic message. Yes, even when employing women to deliver the message. A great example of this has been their Globetrotter campaign – an influencer-driven content series “for men who seek out the most unique attractions around the world.”


Above all, remember to create a full universe for your client. You are building the full picture around your brand. Marketers who can paint the pictures and create such personal relationships are well on the way to establishing long-term brand loyalty. In the end, we believe that story telling is not going anywhere:


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Havas Luxe NEXT CONFERENCE / Fall 2016: Influencers and Authenticity

Influencer Marketing. It’s SO hot right now.


….But you already knew that. The Influencer phenomenon in Marketing has been going on for several years. So long, in fact, that we admit, there are many moments in which we say the same things we hear our clients say often at meetings: “when will these Influencers go away?”

The answer has been conclusively reached at Havas Luxe’s recent NEXT Conference. Hosted by agency founder and President, Thomas Serrano, Havas Luxe invited key figures from our industry, from within the ranks of actual, successful influencers, and even including a motivational coach.

Our speakers included:


Each ratified that which we know: influencers, for now, are here to stay. But if your brand is not seeing desired results, it is for two reasons:

  1. The game has evolved; you are not doing it right
  2. Your basics are not being upheld

For those who missed this epic conference – we are delighted to share with you a video of the entire morning. Please check it out here. In the video, you will learn all that those who attended got to learn, and gain access to some special cheat sheets, tools and extras provided by our influencer gurus.

Enjoy, and we hope to see you next time.

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Are Fashion Shows Over?

This question is not new, but this week, as we have just finished another round of global fashion weeks – we feel it is more relevant than ever.

In today’s global fashion world, two major trends have been raising this question:

  1. As fast fashion has become the norm (thanks to e-commerce, social media – and more), the audience wants instant gratification. It is no longer plausible, then, to have them wait 6 months post catwalk for that gratification.
  2. The world of social media has also warranted the need for true, immersive experiences rather than “just a runway show”. This means that instead of runways – we are seeing the rise of Instagram moments (stunts, gimmicks, installations, etc), and actual disruptive fashion events – such as the screening of a catwalk live and with Virtual Reality –as has been employed, for example, by Burberry.

If we agree that the erosion of the old school fashion show is, indeed, happening, there are viable solutions.

Option 1: Schedule runway / sales coordinated launch:


Several voices opt for a complete change. Some luxury houses, such as Tom Ford and Burberry, have started online sales immediately after a runway show – much of this aided by giant online retailers, such as Net a Porter. Others have sold capsule collections the day after – for example, when Moschino sold their McDonalds accessories collection only 24 hours after being seen on the runway.

Option 2: Go old school:

Some designers are even thinking about a complete change: giving small in-house presentations to journalists only – the return to “salons”. Thus, reporting will naturally lag slightly, creating the desire for the collection closer to its actual appearance in store. Last year, such a presentation was delivered by Givenchy; Tom Ford has also employed this approach in the past – and rather similarly, with his intimate, star-studded gathering for his collection Presentation at NYC’s Four Seasons. Perhaps this is a mighty glimpse into the future.

At Havas Luxe, we believe that both above solutions are viable – though option 1 is far more viable than the other. For starters, we feel strongly that a live experience is imperative to truly immerse oneself in a brand and its collection – so these must be upheld. But instead of “just a runway” – we have long championed the true experience – one that integrates storytelling, and the tools with which to bring that story to life: sets; video; augmented and virtual reality; installations – and more.


Next, we believe that synchronizing the event with at the very least the availability of a capsule collection for physical or online purchase will satiate the die-hards, as well as influencers, who in turn will not only enjoy getting what they want immediately – but will also serve to amp up the desire for your collection in the audience at large in the ensuing months.

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