{
  "docId": "019dd923-5e88-73ef-bd59-71aec506639d",
  "docSlug": "d9dbf171f0e8c5d2",
  "documentTitle": "luxury2019",
  "authorId": "MorganStanley",
  "authorName": "EY",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "equity_research",
  "sourceTypeLabel": "Equity research",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.414,
  "pageNumber": 49,
  "pageCount": 88,
  "prevPage": 48,
  "nextPage": 50,
  "slideType": "market_landscape",
  "function": "analyze_data",
  "density": "dense",
  "nDataPoints": 6,
  "notes": "The chart illustrates the ROPO (Research Online, Purchase Offline) and Showrooming (Research Offline, Purchase Online) phenomena.",
  "elementsJson": [
    "bar_chart_stacked",
    "callout_box",
    "paragraph"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5e88-73ef-bd59-71aec506639d/49",
  "deckHref": "/decks/019dd923-5e88-73ef-bd59-71aec506639d",
  "deckJsonHref": "/decks/019dd923-5e88-73ef-bd59-71aec506639d.json",
  "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd59-71aec506639d#slide-49",
  "components": [
    {
      "bbox": {
        "h": 0.08,
        "w": 0.42,
        "x": 0.41,
        "y": 0.31
      },
      "kind": "callout",
      "text": "+11 percentage points of digitally influenced purchases from 2013 to 2017.",
      "attrs": null,
      "subkind": "primary",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "59c10c1e-0ac4-467d-aaec-887057a799b9",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.5,
        "w": 0.45,
        "x": 0.41,
        "y": 0.35
      },
      "kind": "chart",
      "text": "Chart showing breakdown of purchase behavior: Store solo, ROPO, Showrooming, Online solo",
      "attrs": null,
      "subkind": "bar-stacked",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "b8028a2d-e045-4026-8f8d-ff2d959929f0",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Digitally influenced purchases: 65%",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd952-340f-723f-8a0f-27ee1ef513fc",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.25,
        "w": 0.28,
        "x": 0.06,
        "y": 0.33
      },
      "kind": "paragraph",
      "text": "When asked: Where did you buy your last luxury cosmetics product? Where did you research it? Consumers answer showing how, even when they purchase offline, often they have researched online and when they purchase online, they sometimes search offline. In fact, even when purchased in store, a product can be digitally influenced.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "e258fe96-0a9c-4e41-bd93-b1ad40add981",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.02,
        "w": 0.25,
        "x": 0.06,
        "y": 0.9
      },
      "kind": "source-note",
      "text": "Source: EY analysis on Fondazione Altagamma data.",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "bed1fcb6-330f-4105-ac87-23c1c45d25b8",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.02,
        "w": 0.4,
        "x": 0.343,
        "y": 0.08
      },
      "kind": "title",
      "text": "Digital engagement and transformative distribution",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "c468e327-3fe2-4665-b5bb-2d0db4a5350d",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [],
  "frameworks": [
    {
      "name": "customer-journey-map",
      "slug": null,
      "matchId": "f4413428-d173-4c8c-9391-45e6b5d04f22",
      "evidence": "The slide maps the research and purchase touchpoints of a consumer.",
      "confidence": 0.8
    }
  ],
  "arcBeats": [],
  "loops": [
    {
      "to": 51,
      "from": 40,
      "name": "Golden Circle",
      "slug": "11-golden-circle",
      "bestFor": "Visionary leadership, brand positioning, mission statements",
      "matchId": "a1d2fc98-90e5-4d08-899a-025071e8b9b3",
      "evidence": "The document highlights the importance of sexiness in luxury and its association with shoes and accessories.",
      "position": 0,
      "objective": "To understand the importance of sexiness in luxury and its implications for the industry.",
      "structure": "The Why (Belief) -> The How (Process) -> The What (Result)",
      "confidence": 0.6,
      "description": "Invert the typical pitch by starting with why you exist, rather than what you do"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}