The luxury marketing industry is changing at a rapid pace. The development of digital marketing strategies, changes in consumer preferences and many other external factors is contributing to the evolution of new marketing trends. Relevance understands that luxury marketers will want to stay ahead of the curve in this ever-changing industry, as do we.
That’s why we have curated an unmissable list of luxury events for marketing specialists to attend in 2022. With the countless digital marketing conferences 2022 has on offer, Relevance has handpicked a selection of European marketing expos that will bring new concepts to the forefront, challenge existing luxury marketing theories, and offer effective digital marketing strategies.
Luxury events and digital marketing conferences 2022
Future of British Luxury Summit, London, England
Join the pioneers and rising brands that define the future of British luxury at Walpole’s Future of British Luxury Summit. The event is scheduled to be held in September at The Londoner Hotel. According to Bain & Company, luxury is set for its biggest ever bounce back by 2025, reaching a global turnover of €380 billion annually. This luxury event will discuss the all-important questions on how to take advantage of this potential.
Attendees will have the opportunity to hear from industry experts, panellists, and keynote speakers, each offering unique industry insights and exclusive analyses of the growing luxury market.
The 2021 Future of British Luxury Summit was hugely informative and relevant to current global affairs, covering sustainability and diversity, the evolution of retail, the outlook for international travel, and the importance of cultural connection. Digital marketing specialists were able to take home valuable insights into successfully navigating the industry post-COVID 19, from the need to be unique and localised, ethically authentic and digitally transformed to planning for a boom in Chinese commerce and creative innovation.
The 2022 lineup is still to be announced; however, previous speakers included Yana Peel, the global head of arts and culture for Chanel, Michael Ward, the managing director of Harrods, and Gareth Dunsmore, the chief marketing officer for McLaren Automotive.
Niki McMorrough, Relevance’s commercial director, attended last year’s Future of British Luxury Summit. To read Niki’s most important takeouts from the event, explore her insights here.
Business of Luxury Summit, London, England
The 18th annual Financial Times Business of Luxury Summit will return in person in May 2022, following an entirely virtual event in 2021. The next digital marketing conference 2022 will go ahead in the Fairmont Windsor Park, an idyllic hotel in the English countryside where history and iconic glamour combine to create a fitting backdrop.
Hosted by the Financial Times editor, Roula Khalaf, and the FT’s fashion editor, Lauren Indvik, this spectacular luxury event will gather industry leaders to discuss and debate the sector’s most pressing questions after a tumultuous couple of years. Attendees can expect to understand how consumer mindsets and spending patterns changed during the pandemic, how luxury brands can navigate the climate crisis, how start-ups can compete with global players, and how young talent can transform the luxury sector.
Last year, the luxury event attendees had the opportunity to hear from some of the biggest names in the fashion industry, covering pressing topics, including how to excel in a Chinese market, insights on recent brand acquisitions and COVID-19 recovery plans, and the latest sustainability and social practices.
Specifically, Diego Della Valle, the president and CEO of Tod’s Group, discussed his plans to sell the Italian shoemaker to LVMH as a strategic plan for COVID-19 recovery, recognising that the pandemic recovery will not be equal for all. Attendees also heard virtually from Pierpaolo Piccioli, the creative director of Valentino, who spoke passionately about social justice within brand DNA, noting that the Black Lives Matter Movement particularly inspired him.
Modern Affluence Summit, London, England
With a spending power greater than any previous cohort, the Modern Affluence Summit is an unmissable luxury event for those looking to understand how affluence is being redefined by Alphas and Generation Z consumers.
A one-day event comprising six focussed sessions from more than 20 contributors, including One Luxury Group, Eco-Age, Knight Frank, and Soho House Group, the luxury summit is set to culminate fascinating panel discussions paving the way for luxury brands. Combining the most up-to-date research with anecdotal insight from c-suite and director level influence, the digital marketing conference 2022 is imperative for brands looking to target the world’s largest luxury goods spenders.
The Modern Affluence Summit can be considered a wake-up call, previously offering rich dialogue on how to be brave in the face of industry change. Previous discussions from the 2021 luxury summit have covered how new generations have fundamentally changed the luxury industry, from demanding rarity and discovery to abandoning traditional symbols of ownership.
The importance of virtual possessions and the Metaverse was also covered, along with personalisation, sustainability and even the demand for space travel. Most importantly, attendees were challenged with thought-provoking questions, including ‘What is the purpose of your business beyond profit?’
With the official date and location yet to be announced, this event is undoubtedly one of the most important for CMOs looking to stay ahead of the curve.
If you’re interested in finding out more about this innovative event, take a look at Niki’s insights from the 2021 luxury event here, where she has compiled a list of the most important themes, research, and trends discussed during her visit.
Salon du Luxe, Paris, France
As the largest French-speaking luxury event, this tradeshow offers the chance to hear from more than 1,000 industry professionals in the heart of Paris. This event is imperative for anyone looking to successfully navigate the luxury industry post-COVID 19, covering the luxury sector’s changes, future, and strategic challenges in 2022.
The tradeshow will take place on the 19th of June, 2022, at the Fondation Maison de la Chimie in Paris. With a spectacularly fitting backdrop, the Salon du Luxe is always looking to the future, working to develop the city’s economic fabric. Here, attendees will meet passionate leaders from all sectors, including hospitality, fine jewellery, beauty, couture, and leather goods.
Over the past few years, attendees have heard from the experts of global luxury brands and companies, including Kering, Estée Lauder, and Celine. Discussions have covered the ‘state of luxury in ten years,’ ‘sustainable luxury, metamorphosis in the service of desirability’ and ‘new influential marketing rules.’
Parallel to the discussion sessions, the Salon du Luxe has presented immersive experiences dedicated to craftsmanship and new digital marketing technologies, offering guests the opportunity to catch a glimpse of the world of luxury in 2030, 2050, and 2070.
Luxury Innovation Summit, Geneva, Switzerland
The Luxury Innovation Summit will open its doors once again on 20th October, bringing together pioneers in the luxury industry, budding startups, and investors to discuss pressing challenges and opportunities within the luxury sector. The one-day luxury event in Geneva, Switzerland, will unite luxury leaders from various industries, including art, fashion, and beauty.
This year, attendees will be treated to hot topics such as innovative digital technologies and creativity, including Non-Fungible Tokens, Artificial Intelligence and Virtual Reality, how to implement sustainability into the luxury industry, and how investment houses can be better prepared to identify investment targets. With insightful knowledge shared by luxury pioneers, this event is vital for anyone looking to take advantage of a new generation of luxury. No matter what size your company is, whether you are a long-standing family run business or a keen start-up, you can rest assured your brand will benefit tremendously.
The summit also includes the Luxury Innovation Awards, the world’s first global competition for emerging luxury brands and startups developing innovative solutions for the luxury sector.
While these tradeshows and summits are just a select few of the incredible luxury events taking place throughout Europe in 2022, Relevance also recommends attending more niche events specific to your industry, such as the Geneva International Motor Show and the Monaco Yacht Show.
If you would like to learn more about the latest luxury trends and how you can implement better luxury marketing practices into your business, please get in touch with a member of our team.