Launchmetrics to examine the future of brand performance in new virtual summit
What does the future hold and how can brands make smarter decisions for 2021? These are some of the key questions decision makers across fashion, luxury and beauty have been asking themselves since the start of the pandemic. These topics and more will be explored by data analysis firm Launchmetrics at its upcoming Performance Summit, a virtual event taking place on 5 November alongside more than 20 industry experts.
"To say that the landscape is evolving is a cliché, since the changes have been present for some time. However, the pandemic has accelerated the rate at which they occur and has disrupted previous truths. We can no longer navigate with the same methods than before and we need to stay up-to-date on new trends to make informed and data-driven decisions,” said Alison Bringé, chief marketing officer at Launchmetrics. “We decided to launch a virtual space dedicated to industry leaders, so that they can talk, share opinions and develop tomorrow's strategy today,” continued Bringé, who prior to joining Fashion GPS in 2013, worked in marketing at companies including IMG Fashion and Net-A-Porter.
Despite the large number of digital events that have cropped up in recent months, from online conferences and webinars to Instagram live sessions, Launchmetrics thinks this is a natural and necessary step. “We have been here for over a decade, driving the industry forward through technology and innovation. When no one was talking about digital transformation, we were introducing RFID technology at NYFW, and this year when every fashion week was wondering how to reinvent themselves to adapt to the new normal, we launched an initiative with Paris Fashion Week,” Alison Brigé noted. Aimed at digitising the event, the company introduced a digital hub for the Fédération de la Haute Couture et de la Mode. “We have a great deal of data at our disposal, knowledge that our industry needs now more than ever, as well as strong connections with thought leaders.”
Billed as a meeting point for the industry’s key decision makers, the event has been specifically designed for marketing professionals, communication directors and C-level executives. However, Alison Brigé insisted that the event will open to people of various professional backgrounds. “At such an uncertain time, in which brand equity and consumer engagement are so important, anyone may be interested in attending to understand where we are going and how brand performance could contribute to conversions,” the CMO said. Launchmetrics is hoping to attract up to 3,000 people, with no limits to the number of people who can simultaneously view the live streams. Viewers can join the virtual experience by signing up on the company’s website and people will have the chance to network with other attendees through personalised group sessions. All sessions will be also recorded and uploaded to the website after the event.
An agenda for action
The summit is set to kick off at 10am (CET) with a presentation on brand performance from Launchmetrics CEO Michael Jaïs. It will be followed by a talk on the new channels reshaping the beauty industry with Rae Giron, senior manager of PR and influencer marketing at Tatcha. Jessica Michault is set to talk about the future of fashion weeks with the bosses of the Big Four: Pascal Morand, executive president of the Fédération de la Haute Couture et de la Mode; Steven Kolb, CEO of the CFDA; Carlo Capasa, president of the Camera Nazionale della Moda Italiana and Caroline Rush, CEO of the British Fashion Council.
Also on the agenda for the digital summit is a panel discussion on how to build a more environmentally conscious industry with Diana Verde Nieto, co-founder of Positive Luxury; British designer Anya Hindmarch; Ganni co-founder Nicolaj Reffstrup; and journalist and Fashionpolis author Dana Thomas. Tatiana Dupond, head of luxury at LinkedIn and Launchmetrics chief customer officer Tatiana Ferreira will explore how to adapt brand experiences to online channels, while Alison Bringé is set to talk about the art of benchmarking in an over-crowded industry.
Further sessions include a presentation titled ‘Why Brand Equity Matters More Than Ever’ by Thomas Husson, vice president and principal analyst at Forrester, and a look into winning brand strategies in Asia with Kim Leitzes, CEO of Parklu and Tina Ting, marketing director of AllBirds. Finally, Antonio Carreiro, chief digital and technology officer at Breitling and journalist Laurie Brookins will talk about leveraging online channels to connect with the new luxury consumer.
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