How to Build a Luxury Brand

Event Date: Tue, 3rd May 2016

Event Time: 7:30 AM to 9:30 AM

Venue: Capital Club

Location: DIFC


Member Fee: 131 AED

Registration Closed

The luxury market in the Middle East has entered a challenging and dramatic new phase of change and development.

Influences include: increasing maturity; macro-economic factors dampening consumer confidence and slowing sales; technology changing the way we experience luxury; growing regional ambition to be recognised for creating new luxury brands as well as consuming them.

In this Focus Marketing breakfast session Nicole Deumens, Head of Marketing and Innovation at Chalhoub Group, will show how to build a luxury brand within this changing landscape. The presentation will draw on the company’s 60-year experience in the region’s luxury market, consumer segmentation based on 2,000 face-to-face interviews conducted along with Bain & Co. as well as brand equity creation for pioneering new concepts such as the TRYANO store in Abu Dhabi and soon to be launched level KIDS in Dubai.

Key topics covered in the presentation are:


* What is luxury?

* Different approaches to building a luxury brand.

* The consumer centric approach.

* Measuring and learning.



Speaker’s Bio

Nicole Deumens has almost 20 years’ experience in consulting, FMCG and luxury retail and a Master’s in Business Administration and Economics. Nicole started her career in consulting after which she worked more than 10 years for Procter & Gamble in various marketing and commercial positions on global, regional and local level across EMEA. She led businesses of up to half a billion dollars, consistently reporting exceptional top and bottom line growth.

In 2013 Nicole joined the Chalhoub Group as Group Head of Marketing & Innovation. In this role she sets the marketing direction for the group and builds the capabilities of more than 300 marketers across 14 countries. Additionally, she heads the group’s innovation development, identifying strategic expansion opportunities and leading the brand equity creation of new retail concepts.


The BBG is the region’s foremost business to business networking group; enabling British businesses in the UAE to meet with like-minded professionals and further their business interests.


Focus Marketing Breakfast
Chaired by: Robert Mitchell
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48 hour cancellation policy will apply
Fee includes buffet breakfast
Dress Business


Self parking available. Valet parking also available at a fee of AED20 for 3 hours to be paid directly to Capital Club after the event.
 
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