Executive Master in Luxury Management | SDA Bocconi

 

Luca Lomazzi - Italian
Country Manager, Shiseido Cosmetici Italia Spa

What are the specific skills of a manager who wants to work/who works in the luxury sector?

In luxury business, the best manager is the one who cares about details and is able to manage growing targets without impoverishing the brand image. The rule in luxury is avoid the double digit growth.

What is the recipe of a successful luxury manager in the contemporary economic scenario?

Look at future trends, especially e-commerce where is not possible to live the B&M experience. This is a key aspect especially for those brands which do not have direct shops.

What are the qualifications/specific skills of emerging leaders in the luxury goods business?

Luxury business seems to be very easy because the manager has behind himself the power of the brand. Again, the good manager needs to take care of details, spreading the value of the brand in distribution so that the message coming from the company is able to reach the final consumer in a proper way. This is possible thanks to training departments, partnership with retailers, and media ... strong media investments.

What are the emerging trends in the luxury industry today?

Talking about cosmetics, technology is moving a step ahead. The future is not only linked to technology inside the products, but devices + products. Devices to detect and scan needs. Specific taylor made cosmetic products to answer those needs.

How is the international luxury goods market evolving?

Internet is becoming the breaking rule in the market. Especially in southern countries in Europe, companies are working to build structures to compete for the future. E-Commerce is still low, but it is becoming stronger and stronger year after year (cosmetic business +30% on year base). We have to look at the US and UK, but also Germany, to make the correct adjustments to this new business model. E-Commerce and E-Retailer should move their business model from price (I buy because it is cheaper) to service (I choose Internet because it is convenient for me, the delivery, and I can get in touch with experts who are able to recommend the correct product). In this sense, I would say, to compete for the future, the brands should maintain " brand value gravity."


Anna Dato - Italian
Make Up Strategic Marketing & Account Development VP Asia, Intercos

What are the specific skills a manager needs in order to work in the luxury sector?

I believe you need a balanced right/left brain. In a environment where creativity is key to success, it is important to never stop dreaming, but also manage the dreaming. I believe culture and vision need to be paired with a strong business mindset, particularly to be able to manage the complexity of a faster and more global environment.

What is the recipe for a successful luxury manager in the contemporary economic scenario?

Broad vision and fast decision making are key today to keep your strategy evolving with the economic scenario. Profitable markets are getting farther away from traditional comfort zones, which demand us to do things differently: be open to learning new ways to be in tune with the consumer.

What are the qualifications/specific skills of emerging leaders in the luxury goods business?

Today, I will say to learn Chinese, considering that 30% of global luxury sales are coming from those consumers! Beyond that, I believe that selling luxury goes beyond the product itself, and it is about creating a compelling culture which connects well with your target. Be open minded, eager to learn and updated on novelties, as even tradition needs to embrace innovation to stay current and relevant.

What are the emerging trends in the luxury industry?

The world of luxury is radically changing as today's consumers are different from the past. They are definitely getting younger - as well as more Asian - and the way they expect to interact with brands is different. They are seeking for more connectivity, interaction and uniqueness. Having abundance does not justify waste: sustainability and integrity are incredibility meaningful for new generations. Even if they do not expect their products and services to be any less luxurious, they demand that resources to be wisely used, and technology to come in and help. There is a good space for premiumization on different fields. And in a world where there is so much of everything offered, I believe rarity will give a novel meaning to exclusivity: this can be interpreted in different ways. The human touch from the artisan, ingredients and raw materials with little supply in order to make, preserve and inherit luxury products.

How is the international luxury goods market evolving?

Luxury is changing from product centered to human and lifestyle connected, so the way that the brand is positioned in different markets, and how it connects with local consumers in a variety of age spectrums, makes the whole difference in its relevance. Which means that brand powerhouses can extend their product territory, without diluting their value. Art is becoming an important vehicle to deliver memorable experience, and elevate brands from purely commercial to iconic and timeless. Glocalization is becoming a key word, creating meaningful local storytelling, always interpreting the brand spirit with authenticity. Every country has a different story and cultural point of reference, and I see more brands seeking the desire to create a bridge among their own terroir and their consumer culture.

What are the challenges a luxury manager will face?

Speed and volatility require us to be exceptionally alert. Every product, brand and company can be vulnerable to disruption in different markets. The high level of complexity requires us to develop a strong sense of urgency, able to respond with speed and agility on market changes. Be able to anticipate the future, dream about it, and make it today.