digital innovation & luxury goods meetup

Meetup:Digital Innovation & Luxury Goods

MKTG 5604September 26, 2021

Tonight’s Plan

6:00p Welcome, Agenda, & Questions

6:05p Balenciaga & Fortnite

6:15p Innovation Ideation for Luxury Goods

6:45p Report Out

7:55p Conclude

Future meetups will take a tactical focus. What are you interested in learning?

● Better understanding specific tools: Google Analytics, Hubspot. How does it work? Applications of those tools?

● Guest speaker from another company. What are the positions available in marketing? Jobs specific. ○ Occupational options? What routes to take in marketing? [VP of eCommerce, Comcast

on October 24]● Building personas & UX (Guest Speaker)● Applying emerging technologies

○ Where can we leverage analytics to enhance the User Journey -- particularly in B2B.● Luxury brands and how they approach digital innovation? [Tonight!]● NFTs and how they are used in marketing?

Balenciaga joins the metaverse.

A new partnership between fashion house Balenciaga and Fortnite blurs the line between real and unreal.

Fortnite players have the opportunity to purchase digital Balenciaga outfits from a virtual version of the brand’s brick & mortar store.

People can purchase an IRL-version of the hoodie made for the characters of the game.

Tonight’s Activity

Pitch an innovative brand partnership that has potential enhance the customer experience.

- Select a brand.

- Use the 5Cs framework to identify innovation opportunities & potential brand partnerships.

- Use principles of segmentation and targeting to evaluate customer segments & their needs.

- Propose adoption of a new tech and/or a brand partnership.

- Email results to me at rzinn@temple.edu.

Applying concepts from our first two Learnathons.