How can you innovate yet remain true to your brand? Amy Wyatt, Ph.D., of Chanel, shared her insights on this in a keynote she presented, "Innovating for the Luxury Consumer," during the IFSCC Congress in Munich, and in the following exclusive interview.
According to Wyatt, the four challenges to luxury Chanel has identified include:
- Omni consumers,
- Digital transformation and
- New generations.
She explains each of these in the below video. Further, Wyatt emphasizes the importance of developing unique but coherent messages.
"Consumers want to know what the brand stands for," she added.