{
  "docId": "019dd923-5ca1-7489-b635-9f74c35385f1",
  "docSlug": "4bb31e88e640882d",
  "documentTitle": "Altagamma 2019 Worldwide Luxury Market Monitor",
  "authorId": "Bain",
  "authorName": "Bain",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.777,
  "pageNumber": 28,
  "pageCount": 49,
  "prevPage": 27,
  "nextPage": 29,
  "slideType": "thesis_headline",
  "function": "summarize",
  "density": "sparse",
  "nDataPoints": 0,
  "notes": null,
  "elementsJson": [
    "photo"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5ca1-7489-b635-9f74c35385f1/28",
  "deckHref": "/decks/019dd923-5ca1-7489-b635-9f74c35385f1",
  "deckJsonHref": "/decks/019dd923-5ca1-7489-b635-9f74c35385f1.json",
  "deckAnchorHref": "/decks/019dd923-5ca1-7489-b635-9f74c35385f1#slide-28",
  "components": [
    {
      "bbox": {
        "h": 0.14,
        "w": 1,
        "x": 0,
        "y": 0.24
      },
      "kind": "callout",
      "text": "OPEN",
      "attrs": null,
      "subkind": "primary",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "f924bda5-fe4b-4152-89be-de9c880f9308",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 1,
        "w": 1,
        "x": 0,
        "y": 0
      },
      "kind": "image",
      "text": null,
      "attrs": null,
      "subkind": "photo",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "b725561c-ab9d-4c5c-883f-9af1bfd3bef8",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.35,
        "x": 0.02,
        "y": 0.05
      },
      "kind": "title",
      "text": "The luxury customer is",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "eb753516-9d58-4aab-94e2-a4401acf34ff",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 35,
      "from": 23,
      "beatId": "019dd95a-07a5-761b-9144-5d3e38e19b17",
      "arcName": "The Onion",
      "arcSlug": "onion",
      "beatName": "Deeper Layer",
      "beatSlug": "onion-deeper-layer",
      "evidence": "Customer is Diverse/Open — segment dynamics and disruption",
      "position": 3,
      "confidence": 75,
      "parentBeatName": "Development",
      "parentBeatSlug": "development"
    },
    {
      "to": 41,
      "from": 5,
      "beatId": "019dd95a-07a5-761b-9144-6e7bee705bc3",
      "arcName": "The Triple Take",
      "arcSlug": "triple-take",
      "beatName": "The Implications (So What)",
      "beatSlug": "triple-take-the-implications-so-what",
      "evidence": "Seven customer-trait sections with evidence",
      "position": 2,
      "confidence": 65,
      "parentBeatName": "Reflection",
      "parentBeatSlug": "reflection"
    }
  ],
  "loops": [
    {
      "to": 35,
      "from": 28,
      "name": "Myth Buster",
      "slug": "12-myth-buster",
      "bestFor": "Rebranding, changing market perception, correcting false assumptions",
      "matchId": "019dd95a-088c-724c-b313-115beb89c96f",
      "evidence": "p.29 'insurgents challenging rules'; p.32 insurgent beauty +50% growth; p.34 secondhand legitimised",
      "position": 7,
      "objective": "Challenge the establishment narrative — insurgents and new models are reshaping luxury",
      "structure": "The Common Belief -> The Friction/Failure of that Belief -> The New Truth",
      "confidence": 75,
      "description": "Address a common misconception head-on to clear the room for a new truth"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}