Interview with António Paraíso
must of course take the lead in adopting measures in accordance with the evolution of the world, like the digital transformation and the survival of the planet.
There are so many paradoxes in luxury: excess and scarcity, need and desire, tradition and innovation, personal pleasure and social competition. But paradoxes
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are exactly what couples are looking for. They want a customised party; a perfect day. But they also want to be surprised and to be wowed
What do you believe the future holds for luxury? Global luxury sales in 2018 increased 5% from 2017 and I believe this trend will continue in future. Younger generations will be the primary engine for growth in the coming years. By 2025, it is expected that half of
all luxury purchases will be digitally- enabled, with the help of virtual reality and mobile payments, and nearly all luxury purchases will be influenced by online interactions.
How can luxury brands keep up with the changes? In my opinion, luxury brands should not be so obsessed with changing and adapting all the time, just like consumer brands do, otherwise they might lose their purpose, charm and power of attraction. In the end they risk losing relevance if they try to adapt to any trend every time. Luxury brands are trend- setters, not followers. Having said that, the luxury industry
weareconnections.com
You have worked with such a rich selection of luxury brands across industries. What have been some of the most memorable moments and why? I would select the work with LOEWE, Porsche, Armani and Procter & Gamble. When the LOEWE family sold the
brand to LVMH Group, the new managing director selected four industry experts and invited them to the headquarters to listen to their opinions about the future of the luxury market. I felt honoured with that invitation. A true privilege. I loved working for Porsche and Armani because I love their products. Finally, being invited by P&G to be the keynote speaker at their annual convention in Singapore was a fantastic moment in my career. I had to research and learn a lot about the Asian affluent consumer and I got the opportunity to inspire 300 delegates with my ideas. It was marvellous!
Finally, what would our readers be surprised to find out about you? I am not exactly a man full of surprises. Eventually, they will be surprised to learn that my passion is travelling the world, visiting amazing places, experiencing the local culture and buying beautiful coffee table books of each city I visit around the world. I have a huge collection of books from cities in about 50 countries, across the five continents.
António Paraíso joined us as a ConnecTALKS guest speaker at Connections Weddings in Puglia 15-18 September 2019. For more information, visit
antonioparaiso.com
Facing page and above: Ferrari model; António Paraíso; Song Saa.
FOLLOW THE 5 E ' s
1. 2.
3. 4. 5.
Memorable experiences, which demand all the senses, are decisive in building customer loyalty.
Emotion is mandatory in customer relationships. When clients are touched by emotion, they are happier, less rational and spend more. Without emotion, there will be no luxury experience.
The exclusivity of the products or services along with customised interaction add high value to the offer and make the recipient feel unique and special.
Brands that allow customer engagement in the processes of building customised offering, clearly increase the sense of belonging and loyalty.
Finally, all of this has to be developed with elegance, charming behaviour, a touch of sophistication and plenty of authenticity.
December 2019 11
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