{
  "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": 59,
  "pageCount": 88,
  "prevPage": 58,
  "nextPage": 60,
  "slideType": "key_messages",
  "function": "summarize",
  "density": "overcrowded",
  "nDataPoints": 0,
  "notes": "EY insights page 57, discussing digital transformation in the luxury sector.",
  "elementsJson": [
    "headline_text",
    "paragraph",
    "footnote"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5e88-73ef-bd59-71aec506639d/59",
  "deckHref": "/decks/019dd923-5e88-73ef-bd59-71aec506639d",
  "deckJsonHref": "/decks/019dd923-5e88-73ef-bd59-71aec506639d.json",
  "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd59-71aec506639d#slide-59",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "To do so, management must rethink operating models. Design, advanced analytics, artificial intelligence, production, inventories and the supply chain all need to be fully integrated to quickly adapt to customer needs.",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd952-340f-723f-8a10-1e3ec95b1d3c",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.28,
        "x": 0.637,
        "y": 0.43
      },
      "kind": "paragraph",
      "text": "Augmented reality to enhance retail experience: Luxury brands are expected to increasingly adopt augmented reality in their flagship stores to enhance the shopping experience.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "14c077f2-977a-4ce4-bfcb-6dcbba25fb46",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.28,
        "x": 0.347,
        "y": 0.63
      },
      "kind": "paragraph",
      "text": "Multi-brand platforms or a new growth channel: Multi-brand stores and platforms, until recently were considered potentially harmful to a luxury brand's image. However, new players have proven themselves.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "5fb07133-f0fe-4a06-a884-4b43591237e0",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.28,
        "x": 0.057,
        "y": 0.58
      },
      "kind": "paragraph",
      "text": "Data: the new black gold: Luxury brands have always collected a wealth of information about their customers' habits and tastes. However, most brands until recently have not really leveraged the data.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "683e515b-a034-40db-96ec-003adb3be219",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.28,
        "x": 0.347,
        "y": 0.52
      },
      "kind": "paragraph",
      "text": "More revolutions ahead! New shopping trends, a new mindset and developments in technologies are expected to further impact the luxury industry in the coming months.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "76847c90-3244-47fd-9753-1450caa406f0",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.28,
        "x": 0.637,
        "y": 0.25
      },
      "kind": "paragraph",
      "text": "Multi-brand platforms and brand alliances: In collaboration with Gucci, Farfetch launched the \"Store of the Future.\" The platform helped the luxury brand collect and analyze its online and offline customer data.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "ca1e4ec3-b01b-4b51-bf5a-1e3522133a5a",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.28,
        "x": 0.637,
        "y": 0.17
      },
      "kind": "paragraph",
      "text": "Farfetch and YNAP have shown that multi-brand platforms, far from deterring customers, can actually open a new horizon of growth for the luxury industry.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "d68a3a40-b717-454a-a7c8-32d5d4e2b349",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.3,
        "w": 0.28,
        "x": 0.057,
        "y": 0.17
      },
      "kind": "paragraph",
      "text": "A reset of operating models: Online selling and social network selling lead to click-to-store and click-and-collect sales, all impacting inventory management and product flow.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "d926cbe5-a242-4ab5-9605-45ec34e25a96",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.35,
        "w": 0.28,
        "x": 0.347,
        "y": 0.17
      },
      "kind": "paragraph",
      "text": "The Economist, which said, \"The new economy is now about analyzing rapid real-time flows of mostly unstructured data.\" Brands combining their online customer data with offline information are in a position to grow.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "eca2ba41-8ca5-4afa-9b63-5e4985a0a21f",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "quote",
      "text": "The new economy is now about analyzing rapid real-time flows of mostly unstructured data. — The Economist",
      "attrs": null,
      "subkind": null,
      "toolName": "Authority citation",
      "toolSlug": "authority-citation",
      "confidence": null,
      "componentId": "019dd952-340f-723f-8a10-2079a1b5b755",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.02,
        "w": 0.3,
        "x": 0.057,
        "y": 0.93
      },
      "kind": "source-note",
      "text": "1 \"Data is giving rise to a new economy,\" The Economist, May 2017.",
      "attrs": {
        "numbered": true
      },
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "f9d0b44a-b2a1-430a-8339-9124eeb3266c",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.03,
        "w": 0.4,
        "x": 0.347,
        "y": 0.08
      },
      "kind": "title",
      "text": "Why does luxury require a \"haute couture\" digital approach?",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "f22f669c-8d8a-4b84-a3e5-cccdb64aad12",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "AIDA Model",
      "slug": "aida-model",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "690d0865-cc3d-40cf-b457-1484ad819256",
      "evidence": "To do so, management must rethink operating models.",
      "confidence": 0.6
    },
    {
      "name": "Pyramid Principle",
      "slug": "pyramid-principle",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "b8949ada-393f-4e73-a6e7-82bdc17ebbc9",
      "evidence": "The new economy is now about analyzing rapid real-time flows of mostly unstructured data.",
      "confidence": 0.5
    }
  ],
  "frameworks": [],
  "arcBeats": [],
  "loops": [
    {
      "to": 71,
      "from": 57,
      "name": "Why Now",
      "slug": "15-why-now",
      "bestFor": "Sales pitches, fundraising, requesting immediate budget approval",
      "matchId": "59d461ec-d351-4fda-8acc-af7602c0c9d3",
      "evidence": "The document emphasizes the need for a 'haute couture' digital approach in luxury and provides examples of its implementation.",
      "position": 1,
      "objective": "To understand why luxury requires a 'haute couture' digital approach and how it can be implemented.",
      "structure": "The Context (Trends) -> The Trigger Event -> The Window of Opportunity",
      "confidence": 0.6,
      "description": "Create temporal urgency by proving that the window of opportunity is opening or closing"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}