The Luxury Item with Scott Kerr

Nicolas Girotto, CEO of Bally, joins Scott Kerr to discuss how the iconic 170-year-old Swiss luxury house is moving to boost relevance and growth these days. Nicolas talks about Bally's recent appointment of LA-based streetwear designer Rhuigi Villaseñor to oversee the creative direction of the brand, balancing heritage and cultural relevance, increasing investments in strong smaller U.S. markets, the brand's enormous digital success in China, exploring the metaverse opportunity, committing to the Fashion Pact and producing eco-friendly products, and the Bally Peak Outlook initiative to clean up Mount Everest and the Himalyas. Plus: Honoring Bally's artisans through a digital portrait campaign Featuring: Nicolas Girotto, CEO of Bally (bally.com) Host: Scott Kerr, Founder & President of Silvertone Consulting About The Luxury Item podcast: The Luxury Item is a podcast on the business of luxury and the people and companies that are shaping the future of the luxury industry. Stay Connected: Twitter: @theluxuryitem, @scott_kerr, @silvertone_inc Email: scott@silvertoneconsulting.com Newsletter: brilliantcut.substack.com Don't forget to subscribe, rate, and review!

Julie Michael, CEO of luxury brand agency Team One, speaks with Scott Kerr about how the company evolved from solely being the Lexus agency of record over 30 years ago to also helping brands like The Ritz-Carlton, St. Regis Hotels & Resorts, Cathay Pacific Airways, and others. Julie shares insights on a new segment of the affluent population referred to as the Global Affluent Tribe, the five values they have in common, and how luxury marketers should be speaking to them. She also discusses how Team One uses those insights to inform luxury client campaigns, what its cultural anthropology practice uncovered about how the modern affluent use their influence, its Legacy Lab think tank, and why data and analytics are at the core of the business. Plus: How the future of advertising is being shaped by the metaverse Featuring: Julie Michael, CEO of Team One (teamone-usa.com) Host: Scott Kerr, Founder & President of Silvertone Consulting About The Luxury Item podcast: The Luxury Item is a podcast on the business of luxury and the people and companies that are shaping the future of the luxury industry. Stay Connected: Twitter: @theluxuryitem, @scott_kerr, @silvertone_inc Email: scott@silvertoneconsulting.com Newsletter: brilliantcut.substack.com Don't forget to subscribe, rate, and review!

Scott Kerr speaks with Matteo Atti, executive vice president of marketing and innovation at global private aviation company VistaJet, about UHNW globetrotters driving the private flying boom and how the brand positions itself in a hyper-competitive field. Matteo also talks about its flight-hour subscription business model, engaging wealthy fliers during the pandemic through unique lifestyle programs and experiences, why 'purposeful service' is what private flying is all about these days, his career pivot from luxury fashion into private aviation, getting idea inspiration from other industries, and how private flying demands are different in China. Plus: Exploring cryptopayments and cutting carbon emissions and improving sustainability practices. Featuring: Matteo Atti, Executive Vice President of Marketing and Innovation at VistaJet (vistajet.com) Host: Scott Kerr, Founder & President of Silvertone Consulting About The Luxury Item podcast: The Luxury Item is a podcast on the business of luxury and the people and companies that are shaping the future of the luxury industry. Stay Connected: Twitter: @theluxuryitem, @scott_kerr, @silvertone_inc Email: scott@silvertoneconsulting.com Newsletter: brilliantcut.substack.com Don't forget to subscribe, rate, and review!

Scott Kerr sits down with Dirk Schönberger, global creative officer at German luxury heritage brand MCM to discuss how he's been taking the brand to new heights since joining in 2018. Dirk talks about leaving his era-defining role as creative director at Adidas to join MCM, bringing on Gen Z heavyweights Billie Eilish and Iann Dior as the new faces of the brand, the importance of talking to and listening to young consumers, introducing two new logo designs after 45 years, and why growing its shoe buiness is the next logical step for MCM. Plus: Seeing a future where MCM creates a cultural movement in the metaverse Featuring: Dirk Schönberger, Global Creative Officer at MCM Worldwide (mcmworldwide.com) Host: Scott Kerr, Founder & President of Silvertone Consulting About The Luxury Item podcast: The Luxury Item is a podcast on the business of luxury and the people and companies that are shaping the future of the luxury industry. Stay Connected: Twitter: @theluxuryitem, @scott_kerr, @silvertone_inc Email: scott@silvertoneconsulting.com Newsletter: brilliantcut.substack.com Don't forget to subscribe, rate, and review!

Scott Kerr is joined by Julie Wagner, CEO of the Beverly Hills Conference & Visitors Bureau who leads the strategy, development and implementation of all efforts supporting one of the most recognizable luxury destination brands in the world. Julie discusses her role in helping the Beverly Hills brand stay relevant in the U.S. and internationally, post-pandemic strategies for bringing back international tourists and appealing to wealthy millennials, key findings from its “Beverly Hills – The Future of Luxury” study, trying to curb Airbnb/short-term rentals in Beverly Hills, and why she's excited about the metaverse opportunity. Plus: Do TV shows like "The Housewives of Beverly Hills" help or hurt the brand? Featuring: Julie Wagner, CEO of the Beverly Hills Conference & Visitors Bureau (lovebeverlyhills.com) Host: Scott Kerr, Founder & President of Silvertone Consulting About The Luxury Item podcast: The Luxury Item is a podcast on the business of luxury and the people and companies that are shaping the future of the luxury industry. Stay Connected: Twitter: @theluxuryitem, @scott_kerr, @silvertone_inc Email: scott@silvertoneconsulting.com Newsletter: brilliantcut.substack.com Don't forget to subscribe, rate, and review!

Scott Kerr sits down with Laura Azaria, general manager of couture brands at L’Oréal which oversees designer portfolios like Prada, Valentino, Mugler and Victor&Rolf. Laura discusses last year's surge in prestige beauty sales and why the fragrance category generated the most growth. She also talks about the re-branding strategy behind Valentino Beauty, why Lady Gaga and Adut Akech were chosen as brand ambassadors, how consumers shifted their fragrance habits during the pandemic, where TikTok and livestreaming commerce fit into the marketing mix, and new competition from DTC fragrance brands. Plus: Is there a metaverse opportunity for fragrances? Featuring: Laura Azaria, General Manager of Couture Brands at L’Oréal USA (loreal.com) Host: Scott Kerr, Founder & President of Silvertone Consulting About The Luxury Item podcast: The Luxury Item is a podcast on the business of luxury and the people and companies that are shaping the future of the luxury industry. Stay Connected: Twitter: @theluxuryitem, @scott_kerr, @silvertone_inc Email: scott@silvertoneconsulting.com Newsletter: brilliantcut.substack.com Don't forget to subscribe, rate, and review!

High-end American menswear designer and entrepreneur Todd Snyder speaks with Scott Kerr about launching and growing his namesake brand in 2011 after heading up menswear at J. Crew. Todd discusses how designing for the modern American male has changed since his days at Ralph Lauren and J. Crew, finding success in shifting to a direct-to-consumer model early on, and how being acquired by American Eagle Outfitters has been key to the company's growth. Famous for his collaborations with American heritage brands like New Balance, Timex, Clarks, L.L. Bean and others, Todd talks about the cultural capital he brings to these mashups. Plus: How growing up in the seventies and eighties has influenced his designs Featuring: Todd Snyder, Fashion Designer (toddsnyder.com) Host: Scott Kerr, Founder & President of Silvertone Consulting About The Luxury Item podcast: The Luxury Item is a podcast on the business of luxury and the people and companies that are shaping the future of the luxury industry. Stay Connected: Twitter: @theluxuryitem, @scott_kerr, @silvertone_inc Email: scott@silvertoneconsulting.com Newsletter: brilliantcut.substack.com Don't forget to subscribe, rate, and review!

Stefano Canali, president and CEO at Italian luxury menswear brand Canali, talks to Scott Kerr about how the 88-year-old company is shaping its future with new investments and innovations. Stefano discusses the inspiration behind its F/W22 collection, why formalwear is not dead despite the pandemic-induced working-from-homewear shift, the lessons learned from past challenges that helped him navigate the company though the COVID-19 crisis, and how the company's founding values and Italian DNA continue to drive its vision and style. He also points to a full slate of major projects in 2022 including re-platforming its e-commerce, a new store concept, a more robust CRM program and expansion in China. Plus: Thoughts on Canali entering the metaverse any time soon Featuring: Stefano Canali, President and Chief Executive Officer at Canali (canali.com) Host: Scott Kerr, Founder & President of Silvertone Consulting About The Luxury Item podcast: The Luxury Item is a podcast on the business of luxury and the people and companies that are shaping the future of the luxury industry. Stay Connected: Twitter: @theluxuryitem, @scott_kerr, @silvertone_inc Email: scott@silvertoneconsulting.com Newsletter: brilliantcut.substack.com Don't forget to subscribe, rate, and review!

Scott Kerr is joined by Miah Sullivan, SVP, global marketing & brand communications at German fashion house Hugo Boss to discuss its major rebranding effort and new star-studded global campaigns. She also talks about the company's "Claim 5" growth strategy, the thinking behind Millennial-targeted "BeYourOwnBoss campaign, its record breaking BOSS X Russell Athletic social campaign, how it's leveraging a wealth of data to inform marketing decisions, the brand's metaverse opportunity, and how shifting consumer moods impact the marketing strategy. Plus: How the pandemic spurred Hugo Boss to push away from being a men's suit brand Featuring: Miah Sullivan, SVP, Global Marketing & Brand Communications at Hugo Boss (hugoboss.com) Host: Scott Kerr, Founder & President of Silvertone Consulting About The Luxury Item podcast: The Luxury Item is a podcast on the business of luxury and the people and companies that are shaping the future of the luxury industry. Stay Connected: Twitter: @theluxuryitem, @scott_kerr, @silvertone_inc Email: scott@silvertoneconsulting.com Newsletter: brilliantcut.substack.com Don't forget to subscribe, rate, and review!

Scott Kerr sits down with Melissa Lefere-Cobb, senior vice president, division head at iconic French luxury fashion house Hervé Léger to discuss reviving the once-popular red carpet staple brand. Melissa talks about why she hired creative director Christian Juul Nielsen to establish a new brand vision and modern-day aesthetic, the challenges of keeping a heritage brand culturally relevant, Gen Z discovering Hervé Léger on TikTok and The RealReal, 'Share the Love' secondhand fashion program, taking on the athleisure category, and the brand's digital commerce imperative. Plus: Why in-person shows are still important to Hervé Léger Featuring: Melissa Lefere-Cobb, Senior Vice President, Division Head at Hervé Léger (herveleger.com) Host: Scott Kerr, Founder & President of Silvertone Consulting About The Luxury Item podcast: The Luxury Item is a podcast on the business of luxury and the people and companies that are shaping the future of the luxury industry. Stay Connected: Twitter: @theluxuryitem, @scott_kerr, @silvertone_inc Email: scott@silvertoneconsulting.com Newsletter: brilliantcut.substack.com