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.
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.’