8th edition of LinkedIn Luxury Inspire in Paris

Sharannath Mohanram, Guest Speaker at LinkedIn's Luxury Inspire event in Paris

Key Takeaways from the 8th LinkedIn Luxury Inspire Event in Paris

I recently had the pleasure of speaking at the 8th edition of the LinkedIn Luxury Inspire event in Paris. Our fireside chat explored the intersection of data analytics, luxury brand exclusivity, and the unique online behaviours of High-Net-Worth Individuals (HNWIs). For those who couldn't attend, here is a high-level summary of the core topics we discussed.

Balancing Personalisation and Globalisation

One of the most pressing questions in luxury marketing today is how to tailor offerings to diverse global segments while fiercely protecting brand heritage and exclusivity. Based on my experience driving measurement at Gucci and heading global media at Piaget, the answer lies in data.

Fostering a strong internal data-culture and in-housing projects are foundational steps.
By leveraging internal analytics, we can identify and leverage our most valuable clientele and target audience segments.
These specific segments are then engaged with curated messages and dedicated ad formats.
Because every region is diverse, we must deploy a dedicated measurement approach using proprietary models for each market, allowing us to track local insights and drive tangible business results.

Navigating the Long Path to Purchase

For high-value luxury goods, the purchasing cycle is highly complex and filled with numerous touchpoints. This nuanced decision-making process often makes it challenging for tech marketers to accurately measure and communicate the impact of their investments to leadership. Investing in the right analytics and measurement frameworks provides a glimpse into this long client purchase journey.

Engaging HNWIs on LinkedIn

From my past experiences to the current one, LinkedIn remains a cornerstone of my marketing and commercial strategy.

Both client surveys and first-party data matches confirm that HNWIs are highly active on LinkedIn.
Furthermore, feedback from serious watch collectors highlights that LinkedIn offers a unique brand positioning value, especially for engaging with valuable content and a one-of-a-kind networking opportunity.