The Independent Media publishing house took part in the panel “Marketing in the Luxury Industry: New Realities” that was held on October 31 at the National Advertising Forum.
Harper’s Bazaar editor-in-chief Daria Veledeeva and Condé Nast Russia publishing house president Anita Gigovskaya moderated the panel. The participants, representing key luxury brands, included LVMH Russia and CIS president Alexander Chetverikov, Cartier Russia and CIS general director Alexander Fersh, TsUM CEO Andreas Shmaidler, and McKinsey & Company senior partner Alexander Sukharevsky.
The discussion looked at how the fashion and luxury industries are adapting to global changes in the media environment and consumer behavior. All participants noted the importance of maintaining a dialogue with the new generation of consumers and the key role glossy magazines play in communicating with a high-end audience.
The panel looked at case studies of luxury brands capturing the attention of a high-income audience. Esquire magazine publisher Ekaterina Krylova presented the Independent Media case study. She described this past summer’s extremely successful Esquire Weekend project that attracted 15 business partners and gathered more than 3,000 guests.