Meet the 26 honorees who are set to make a mark next year in the world of luxury: Presenting Luxury Daily's 2021 Luxury Women to Watch list.
annually honors smart women executives who show the potential to make a difference next year in the luxury business. This year’s list features 26 honorees who have set ambitious goals to achieve in a luxury market that, while growing, is also challenged by rapid changes in consumer behavior and technology.
It is exciting to use various marketing and communications channels to tell the brand story in different ways, whether through creating dynamic content and digital outreach or through high-touch bespoke experiences curated for the luxury consumer. Luxury consumers are more sophisticated than ever, with greater knowledge of the brands they are interested in and often they have researched a brand or discussed it with peers.
Additionally, the current crisis was a moment where many brands were able to pivot and use their resources for the purpose of good, like using factories to make protective gear or providing medical or economic aid etc. With that said, while it is important to use and understand the data, storytelling is also where the magic is for luxury brands that have rich and interesting stories and, in some cases historic, this will be a powerful tool to focus on as we rebuild brand to consumer relationships.
Many people from my various teams have become lifelong friends and I have formed strong professional and personal relationships with them. These are some of the creative ways to continue to tell the magic of a storied brand in a modern way and continually engage consumers in their various passion points.I think 2021 will be a continuation and acceleration of some of the key trends we have already seen developing.
Overall, marketers will need to adopt a new mindset and focus their brands to connect and be relevant to consumers.Marketers can tap into elements of their brand that are relevant to the present situation to have a positive impact on current clients and the customer base, as a whole.What do you most like about your job?
My focus is on the human experience: how we live, function and interact in our homes. It is not about how a home looks, but how it feels that is of the most importance to me.What is your biggest challenge at work? We’ve also been very fortunate. Our clients are well positioned financially to withstand the impact of COVID-19, so we’re projecting the same level of collaboration with our current and similar clientele in 2021 and beyond.The pandemic has only further illuminated the growing disparities throughout the United States, so I’d like to find a way to apply my expertise to create a safe and healthy home for everyone.The awards from industry peers and accolades from magazines are nice.
As we are all part of a bigger whole and each person is as equally important as the next, servicing people’s essential needs, and giving back will be in.What do you most like about your job?I love the fact that I am given the creative rein and license to think big, explore and innovate game-changing strategies, initiatives and products that break through a clutter of sameness in a world that I grew up in –the jewelry industry.
The biggest challenge for me would be balancing ambition for growth, impossibly high standards, passion to excel and budget limitations with the inner-knowledge that high-quality work and product takes a lot of time, money, sacrifice and effort.The amount of work that must be created for any brand is tremendous to ensure a brand’s success.
The pandemic forced us to embrace the digital world even further – video conferencing, cloud-based collaborations, telecommuting, ecommerce and omnichannel retailing – which, in turn, technically saves us money, increases efficiency and reduces our carbon footprint. Creativity envisions the world as how it can be and not as it is. Thus, I believe that this is an opportunity for independent brands like us to flourish with the right playbook.Our work priorities for the rest of the year and 2021 anticipate to respond to what would be that next normal be and evolve.
From defining its soul and story, streamlining its collections and merchandise, revamping its B2B and B2C digital and omnichannel capabilities, to activating celebrity and influencer placements, national/international editorial placements in digital and print publications to establishing exclusive Harry Kotlar boutiques, crafting and producing unique, immersive and multi-sensory Kotlar luxury events within local Harry Kotlar exclusive retail partners to directing and producing short films,...
Due to this, there will be an accelerated shift to digitalization, which means raising our game in online assortment, digital commerce, virtual experiences, personalized content and digital marketing without compromising the personalization quotient and personal touch of the consumer’s journey, both online and offline, as well as the brand’s core values that truly make it an ultimate luxury brand: authenticity, limited, craftsmanship, quality, heritage, pedigree and, now more than ever,...
The lessons that we learn during the pandemic days of 2020 can empower us to have a sustainable and balanced recovery in 2021. My role as a luxury brand copywriter is central to this transformation and it presents a very exciting challenge, both for now, and for the foreseeable future.I am most grateful that, due to my line of work, my day-to-day has been largely unaffected. Unfortunately, that has not been the case for the majority of my clientele.
I’m responsible for the client journey for our privileged clients. It begins with communicating how our brand is uniquely qualified to serve them. Then throughout the process, we provide a global perspective. Most of our clients own multiple homes, businesses and yachts, and are always on the move. We’ve been communicating and designing virtually for many years.I am originally from Hawaii and a piece of my heart is always with the islands. Many of our clients live on the islands or have second homes there.
Luxury evolves by elevating standards with invisible service. It’s about being more innovative while making each client’s home uniquely theirs, at the same time ensuring it is more comfortable and effortless for living.We often continue to take responsibility for the property long after we’ve delivered our product.What do you most like about your job?
More than ever, we have to be ready to change and flip strategies for our clients overnight, if needed.What is your work priority for 2021? In order for a luxury hotel to operate seamlessly, it is essential to connect each department so that they all work together and with one common goal. One of our biggest challenges is keeping up with the luxuries our high-net-worth guests already have access to.
Further develop and enhance our food and beverage program. We’ve received such a great response with our home and office delivery thus far, and as more Parisians return to work, the more opportunity there will be for us to expand our Fouquet’s delivery service. Moreover, in order to answer to new customer’s expectations, we have decided to develop a new concept for our hotel restaurant Le Joy by utilizing only French-sourced ingredients.
We were able to maintain the historic integrity of the hotel, while creating an accommodation option that is enticing for a new luxury consumer audience. Those who can address health and wellness precautions quickly, efficiently and seamlessly will be successful. It is my job as a marketer to constantly educate and inspire, keeping up with that will always be a challenge.Increased communications. Both with our internal and external customers, amplified communication has been key.
“We need to determine how to serve customers in new and different ways to evolve with changing lifestyles and shopping preferences”I feel fortunate that I get to shape an iconic brand that helps people to mold their identity through fashion. Likewise, identifying and prioritizing the needs of the business and keeping up with the evolving customer demands requires focus, determination and a forward-thinking mindset.Since the start of the pandemic, the team has done a tremendous job in rethinking how we operate and best serve our customers.
We will also supercharge our personalization efforts with new data and platforms to allow us to move faster and serve our customers in more meaningful and individualized ways.Shaping what Saks means to customers has been a top priority for me. We will also continue to utilize more data to inform our decision-making processes to best serve our clients when and where they want to experience Saks.
I would say the biggest challenge is when there is a client that has a lot of experience in a different sector or region, say they are more familiar with workplace projects on the Pacific Coast. Transitioning communication to online platforms and keeping the Whitehall teams organized was the biggest priority at the beginning.
In addition, of course, continuing to keep my finger on the pulse with respect to new architectural and design products in the marketplace will be critical. Introducing clients to luxe options that can be done differently, albeit more affordable or via an alternative approach, has certainly given me an edge in the design field and keeps me passionate about my work.Due to the public health crisis, we should expect to see a resurgence in luxe interiors that incorporate home office elements and more private outdoor spaces.
When we first began working remotely, I was concerned about how the shift would affect our work flow since we would not all physically be able to brainstorm, conceptualize and create in the office. I am inspired by the idea of collaborating with other cities/countries within our network to continue to enhance our campaigns and how we market luxury properties to bring more value to our agents’ clients and customers.
I am a firm believer that some of the best ideas come during a time of crisis, and I think that 2021 is going to be a year of a luxury renaissance. When the world went digital, people began saying that PR is “traditional” and “outdated,” and I wholeheartedly disagree. Ironically, with COVID-19, we have seen a spike in PR services because people realize it is a reliable way of raising awareness of your brand.How do we measure success? Until we have a better way to measure it, I always tell clients that when you Google a brand, it is more likely than not that a PR placement will come up in your search at the top of the list.
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