To receive the Vogue Business newsletter, sign up here.
On 28 September, Vogue Business and Thélios, LVMH’s luxury eyewear division, partnered on the third in a series of talks ‘Framing the future of luxury eyewear’, this time, in Paris, exploring the role of both digital and physical touchpoints of the discovery pathway, as well as best practices for engaging luxury eyewear consumers.
The event followed previous talks in New York and Rome, where Vogue Business and Thélios — which oversees the entire eyewear value chain from creation to distribution for 10 luxury brands including Dior and Fendi — have led discussions to elevate the category towards luxury standards. Taking place during the Thélios Spring Convention, the showcase of its maisons’ latest collections, the event was held in the glittering surroundings of Hotel Le Marois.
Vogue Business Paris correspondent Laure Guilbault hosted, in conversation with speakers including LVMH chief omnichannel and data officer Gonzague de Pirey, TikTok France director of luxury, fashion and beauty Tatiana Dupond and Thélios chief digital officer Gianluca de Santis.
Diving into some of the most successful strategies on TikTok, Dupond shared insights on how the TikTok algorithm works, explaining that it delivers content based on interests and relevance, not based on the number of followers a creator has. This means that you do not need to have a huge following to reach consumers, and instead should focus on highly engaging content that speaks to the interests of users. This has led to unexpected success stories in categories such as books, where organic reviews and recommendations have driven a rapid cult following around specific titles and boosting sales, despite limited commercial success during their initial release. Eyewear already has an avid following, with almost 110 million views for videos tagged with #eyewear and more than 5 million video views for those with #luxuryeyewear on the platform.
LVMH’s De Pirey also spoke about the importance of data and insights and how they can influence store performance, for example by using AI to improve the allocation of goods to stores. He also shared how social media trends are influencing merchandising strategies in the LVMH business, citing an assortment of sell-out products at the new Sephora in London’s Westfield White City, where the ‘Hot on Social Media’ constantly needs replenishment. This is a curation of products that are regularly recommended on social media or by beauty influencers. De Pirey described the physical store as the “summit” of the luxury customer’s journey.
Meanwhile, thinking about the practicalities of the omnichannel shopper’s journey, Thélios’s De Santis proposed that time and convenience have become the “currencies of luxury”. As a technology expert and enthusiast, he also spoke about how consumers are increasingly able to access in-store tools such as product guides and AR experiences through their own mobile devices, creating an efficient and familiar way to elevate engagement. This all builds into “micro moments” that he says shoppers are increasingly sharing with a brand, stressing the importance of ensuring these interactions are as effortless, seamless and pleasant as they can be.
The event ended with a few words of advice to the audience, which included opticians, eyewear specialists, department stores and travel retail stockists, on how they could leverage tools like TikTok and even CRM technology to strengthen the consumer engagement and education about brands. Guests were treated to a cocktail and canapé reception following the discussion.
