CEO, Clar­ins Group.

Virgin Australia Voyeur - - WORDS OF THE WISE -

What does the cur­rent dig­i­tal revo­lu­tion mean to you? I see the dig­i­tal revo­lu­tion as a mas­sive op­por­tu­nity. It’s the best thing that could have hap­pened to us. The re­al­ity is we were born out of one place where we had di­rect con­tact with our con­sumers. The dig­i­tal revo­lu­tion gives brands the abil­ity to take back the di­rect re­la­tion­ship with con­sumers, and that’s truly a fan­tas­tic en­abler.

We are work­ing on how we in­ter­act with cus­tomers through tech to be closer to them. We could, for in­stance, be closer by fol­low­ing the cus­tomers on their life jour­neys. We can try to help them think of the next move.

What will de­fine the suc­cess­ful lux­ury brands of to­mor­row? Col­lab­o­ra­tion is key. The con­cept of ‘I only do spe­cial­ity stores’ is go­ing to have to change. Artis­tic col­lab­o­ra­tion and part­ner­ships be­tween brands is much more im­por­tant now — peo­ple now want to con­sume mul­ti­ple brand ex­pe­ri­ences. For that you must ac­cept the need to col­lab­o­rate.

The new gen­er­a­tion has a sixth sense on cre­ativ­ity. Very of­ten it comes via col­lab­o­ra­tions. If we only use our own peo­ple then we only end up do­ing the same thing. To­mor­row we have to learn things that we do not know. And to do that you have to col­lab­o­rate with peo­ple that will give you ideas. I try to spend my time meet­ing peo­ple who are likely to bring in new ideas.

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