Luxury Network Evening 2016: Pia Stanchina

07.11.2016 Pia Stanchina : Anti-authenticity Marketing : Future Girl Corp

London – Luxury brands need to adopt a Silicon Valley-style mentality in order to resonate with today’s luxurians, according to industry expert Pia Stanchina.

  • The rise of Anti-authenticity Marketing means ideas of craftsmanship, heritage and perfection no longer resonate with luxury consumers
  • Women only occupy 26.1% of boards of FTSE 100 companies in the UK, according to a study by the 30% Club

As the former chief marketing officer of Glossybox, executive member of the British Fashion Council and former industry manager for digital acceleration of fashion and luxury retail at Google, Stanchina had a wealth of insights to share at our Luxury Network Preview.

In particular, she praised Gucci for pioneering a spirit of playfulness and experimentation. ‘It’s embraced people who would traditionally be considered outside the luxury industry and wouldn’t be the perfect luxury consumer,’ says Stanchina. ‘So they are starting to understand that the luxury consumer is a multifaceted being.’

Stanchina also spoke passionately about Future Girl Corp, her business boot camp for future female CEOs, co-founded with Sharmadean Reid. ‘We inspired 100 aspiring female CEOs, and helped them move from being kitchen-table businesses to global businesses.’

​The Big Picture

For more on the future of luxury, book tickets for our forthcoming Luxury Futures Forum 2016, and keep an eye on our Shop page for the accompanying report.

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