back to the Luxe & Digital special edition.

For this special edition of the Journal du Luxe 3.0, Eric Briones and Karen Jouve had the pleasure of welcoming some of the authors of the recently released bestseller “Luxe et Digital”. The opportunity to look back at the main market trends and to project ourselves into the contours of tomorrow’s luxury between phygital, Web3, ownership and sustainability, the stakes are immense and the challenge exciting.

The great trends of Luxury 3.0.

As the market continues its crypto winter according to the latest report from Thenonfungible.com, the heart of Web3 still beats, and even more so in the world of luxury. Examples abound: Louboutin, Moncler, Dior, Armani, Hennessy, Hugo Boss … the effervescence of Luxury 3.0 continues to develop day after day.
It is interesting to observe the main trends that are emerging and should structure the coming months in the value proposition that brands are trying to bring to their customers:

  • The gated token strategy is at the center of the current thinking of the big brands: how can we imagine the private club of tomorrow and its pyramid of benefits to engage and retain more and more customers?
  • NFT moments: how to reward customers who are already loyal or present at a fair, an event, to allow them to have an inalienable memory of the moment but also to enter a selected community.
  • The phygital: on the one hand through PBTs that allow you to put a word on an already existing concept of connection between a physical chip and a digital existence but also the strength of digital twins.

Obviously, in the midst of this, the dominance of the pillars of luxury 3.0, the unbeatable ones: the strength of the community, the value proposition brought about by collaborations, the co-creation of content.

Analysis of a market under construction.

After a few months of experimentation and hindsight on the market, several qualitative analyzes begin to arrive on the great challenges of tomorrow in the Luxury 3.0 market.
Among these, there is a real current debate around the Metaverse: it is not only about its future but also its attributes. Does it necessarily have to be in virtual reality? Should there be one or more Metaverses? Should Metaverses be centralized or decentralized? In short, many legitimate questions at a time when Gartner still considers the Metaverse very immature and expects its peak of maturity only in ten years, five according to Meta.

The second key theme of luxury 3.0 is the challenge of educating its audience. After a very speculative hype based on the resounding, projects seek real uses and brands begin to realize the need to embark on their new story in their community. For this reason, it seems essential to educate customers on these new uses but also on the related risks, to better involve them tomorrow.

Luxury and Digital: experts tell us about it.

On the occasion of the release of his book, Eric Briones presented the main lines of the 2nd edition of Luxe et Digital, co-written with many brilliant experts from the biggest companies and nuggets of the moment.
Among the tools developed to closely scrutinize this new phenomenon, the luxury expert offers us some of the bestsellers of this edition:

  • NFT compass uses
  • Metapyramid and the need to build branded Web platforms3
  • Vanity Web3

Breitling’s Antonio CARRIERO has returned to the link between NFT and rarity by taking up the definition of Web3 in light of the great challenges of companies such as the watch brand.

The Web3, in Breitling’s dimension, is this dynamic in which exclusivity is reconciled with luxury as such. NFT is the key to something exclusive.

Antonio CARRIERO

According to him, this evolution rotates the triangle and the center of attention for a brand then becomes the customer. Development of exclusive relationships with the customer, new commitment with the brand, the NFT becomes the specific passport to access it. Breitling’s desire to engage in a Web3 strategy is to engage its customers
the digital ecosystem to bring them into the Breitling universe thanks to NFT in order to develop a global digital ecosystem.

Finally, this movement is about extending the brand ecosystem, particularly through the Breitling Club, which is becoming the most consistent digital representation of Web3, as a totally anonymous CRM.

Pierre-Nicolas Hurstel, co-founder of Arianee, the French nugget that accompanied Breitling in its Web3 strategy, insisted on the notion of blockchain clienteling. “Enrich your relationship with customers through community and Web3That’s the promise it says, even though it warns listeners not to confuse things when it comes to Web3. Utility is at the heart of the mechanics and helps build unique communities.

The wallet will become the heart of the reactor for connecting users, in place of Google.

Pierre-Nicolas Hurstel

The Wallet will become the heart of the digital experience allowing users to have a digital backpack in which to store what they need to interact with the services. In conclusion, it is the basis of this digital identity and the place of proof that opens up a field of communication and redefines relationship marketing.

nft

Experiential luxury is now manifesting and brands are building very strong personalized relationships with the customer, as Eric Briones explains. Between 2028 and 2031 we will touch each other the trillion wallet users if the adoption curve is perfectly correlated to the Internet curve.

Antoine Bonodot of Publicis Luxe returned to a key concept: the platform = the message. This approach to the meta-platform or meta-idea consists in responding, through the Web3, to the ever-increasing demands of consumers.

Working on a meta idea is thinking of a liquid idea.

Antonino Bonodot

The idea of ​​a liquid that preserves its essence and adapts completely to the space in which it spreads. This reflection allows us to think about the Next Big Thing, to get out of the standardization of luxury and find novelties capable of involving the consumer and making him live emotional experiences.

OnePoint’s Gaëlle Rodrigues is back on the challenges of sustainability for luxury brands. The blockchain has a technological foundation and cloud providers in particular are working on the support component that seems inevitable today. The second-hand issue is central in the world of luxury and NFTs allow you to check its traceability and value.
Gaëlle also recalled the notions of methodology and eco-design, all tools at the service of a greener luxury to integrate into an eco-responsible cycle.

The Web3, in general, allows you to ask social and environmental questions about digital technology.

Gaelle Rodrigues

Sébastien Borget, co-founder of TheSandbox spoke on the topic: how to be successful in the Metaverse?
It is back to the history of TheSandbox, already a pioneer in the Metaverse and in the videogame universe. Alpha Seasons are a selection of content created by the community and partners, which allows them to get a good insight into the excitement created by the platform. The different organized games allow you to customize the experience and create
loyalty will probably make you want to discover, explore, socialize.
Worlds such as music, entertainment, sport are rather predominant even if more and more corporates are launched like AXA and HSBC.
On average, users spend 20 to 30 minutes in the Metaverse. On the question of the future of the Metaverse, he stresses that it is above all a creative space, we do not yet know all the models but the interest today is to adapt and respond to an imperative.

Gaspard Giroud, founder of Mira concluded this panel by returning to the aesthetics of desire 3.0. Mira is a hyper-realistic Metaverse that has existed for over 10 years, after reflecting in depth on immersive worlds. The public launch of the Metaverse will happen soon and today they operate on the system of an open platform with studios and artists. The realism is amazing and they are also working on “miniverses” like with SNCF or Fujitsu in Japan.

In conclusion, there are many elements that make up the new dimension of Luxury and Digital. The last word shared by all guests was to be careful not to fall into the trap of conformism, but to build experiences that make sense. Finally, it’s important to start, even if it means making mistakes, to better define your strategy and its impact on Web3.

Find the replica of the live broadcast at this link, as well as the book to order here.

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