Arthur Dietrich (EDHEC 2012) on Harley Davidson

On November 5th, Harley Davidson released a video featuring Arthur Dietrich (Edhec 2012). Discover who is Arthur and why he endorses Harley Davidson.

Who are you Arthur?

My name is Arthur Dietrich, I’m an entrepreneur, pro bmx rider and Edhec alumnus (2012).

Why does Harley Davidson associate its image with BMX and yourself?

Since 2009, Harley has been renewing its product range and rejuvenating its brand image. The objective is to be relevant to a younger adult target in terms of design and prices, while keeping the core values, freedom and adventure. In 2012, Harley was looking for an ambassador who could enhance this new brand image. They were looking for a young adult who would own a Harley and would have visibility in action sports (BMX/skate/ motocross etc…). I have fun riding. I was chosen and I couldn’t be happier.

You are a rider, what makes Harley a luxury brand?

Harley is wild luxury; prices are high, the level of customization is at its finest, the number of bikes is limited which increases the level of scarcity. It is a very exclusive brand, which pays attention to details.

Could you tell us more on your collaboration with Harley?

My aim is to endorse the brand through special projects and events in order to help the brand reach their new target. Harley sponsored my world tour in 2013. Also, I am invited at Harley events in order represent the new adult target and I answer to interviews about the new image of the brand.

Watch the latest video (released on November 5th), also the world tour that I did in 2013 :

SHanghai

https://www.youtube.com/watch?v=1aGOYXC-nfI

Tokyo

https://www.youtube.com/watch?v=-JMqCfehWso

Hawai

https://www.youtube.com/watch?v=DcUcM-u0la0

Mexico

https://www.youtube.com/watch?v=eEtOQRsUfV8

New york

https://www.youtube.com/watch?v=if6VL2Iz1qI

Thanks for the interview, you can find more pictures and video on my Instagram @arthurdietrich

 

What is a luxury retail experience?

In the stores, we wish to create a luxmosphere. Online, many brands find difficult replicating the luxury experience orchestrated in the store.

Yet, what do you consider a “luxury experience”? Comment and shade lights on an experience created by a luxury brand.

Nespresso strategy: how to make coffee aspirational?

This week, we will be discussing Nespresso strategy. In your opinion, is Nespresso a luxury product? Analyze the strategy followed by Nespresso in Europe, with a focus on its retail strategy. Should it be adapted for the US market?

In order to provide sound rationales, please watch the Youtube video embedded below.

EDHEC Master Class: Travel Retail at Nice Côte d’Azur Airport with Arnaud Lescut

On November 12th, Arnaud Lescut, Travel Retail Manager at Nice Côte d’Azur Airport gave a master class on the future of Travel Retail. Nice Côte d’Azur Airport is the third airport in France for number of travelers, after Paris Charles de Gaulle and Orly.  In 2014, 11.7 million passengers traveled through Nice Airport, 63% being international travelers.

Travel Retail encompasses the commercial activities (duty free and duty paid) conducted in airports, train stations, ferries, and airlines, as well as sales to travelers in high street boutiques and factory outlets. L’Oreal names this business the 6th Continent. It is a business which increases steadily every year by a minimum of 5%. The perspectives for the next 20 years are positive: Forecasts indicate steady growth; also, although the travel retail business is dependent on international travel, it recovered fast from past financial crises and difficult travelling contexts (such as SARS epidemia, swine flu and ash cloud). Fashion, jewelry and watches represent 34% of the travel retail market (in USD), beauty products and fragrances 28%, Wine and Spirit 16%, the rest being Confectionary & Fine Food (8%) and Tobacco (13%).

The strongest Travel Retail channel is the airport channel. Spendings are influenced by improvement in retail space and navigability, offerings targeting key nationalities and point-of-sales marketing by professional retailers and key brands. By May 2016 for terminal 1 and May 2017 for terminal 2, Nice Côte d’Azur airport will have doubled its commercial space. The new positioning strategy promises an “amazing experience” to the traveler, with a Côte d’Azur “sea and sun” twist. Based on Arnaud’s presentation, we know travelers will have a wow effect. Looking forward…

Thank you to Arnaud Lescut, Travel Retail manager, Nice Côte d’Azur Airport for sharing with BBA 4th year students on Travel Retail pespectives.