全球奢侈品：故事-社交-购物的加速循环

Global Luxury Goods: The accelerating loop of Story-Social-Shop We have written before how TV role models impact the lifestyles and aspirations of entiregenerations in China, but also the West. Keeping with the exploding complexity principle,luxury brands need to move at the speed of culture in order to stay relevant. Streamingreleases, social feeds and shoppable platforms have compressed the old cycle of editorials- Luca Solca+41 582 723 126luca.solca@bernsteinsg.com Maria Meita+44 20 7170 0540maria.meita@bernsteinsg.comEric Chen, CFA+852 2123 2628eric.chen@bernsteinsg.com First, a series or film launches a distinctive aestheticthat gives consumers a fullyformed visual narrative anchored in story and emotion, rather than just a product. LoveStory (based on the tragic romance of JFK Jr and Carolyn Bessette-Kennedy) crystallises90s minimalism; Wuthering Heights (starring Margot Robbie and Jacob Elordi) delivers aGothic Romance wardrobe set against windswept moors. The characters’ style becomesa proxy for a mood and identity consumers can buy into. Press tours now extend and pre-sell that aesthetic before the film or series even lands. Margot Robbie’s method dressing Yi-Peng Khoo, CFA+44 20 7676 6822yi-peng.khoo@bernsteinsg.com Specialist Sales Alix Turner+44 20 7762 4044alix.turner@bernsteinsg.com Second, as soon as the series or movie premieres, brands move to formalise thetrend, guided by data-driven merchandising and real-time search behaviour. Less thana week after Love Story launched, Polo Ralph Lauren (not covered) posted a campaignon social media clearly inspired by the protagonist and his aesthetic. A week later, Uniqlo(not covered) followed with its own interpretation, while Starbucks (covered by the U.S.restaurants team) joined in with a tongue-in-cheek Instagram reference to JFK Jr. For somebrands, the upside is outsized. Calvin Klein (not covered) was served cultural relevance on asilver platter with Love Story: CBK was a CK publicist and the brand features heavily in theshow, despite its lack of official involvement. Lyst searches for Calvin Klein went up +43%, Third, the trend goes mainstream.E-commerce makes the inspiration-to-purchasejourney almost frictionless: consumers can move from seeing a look on screen or socialto “their” version in a few taps. Algorithms reward repetition and recognisability, so earlyadopters and influencers quickly translate the cinematic wardrobe into real-life outfitsand “get the look” content, turning fantasy into something anyone can recreate at home.Official license partners (often high street retailers) drop limited-edition collaborations to BERNSTEIN TICKER TABLE INVESTMENT IMPLICATIONS The open question is whether brands can consistently turn these cultural spikes into sustainable revenue before themoment evaporates.PVH’s CEO gave concrete examples of how Calvin Klein is trying to do just that: a 90s-heavy productassortment and marketing focus, which generated higher-than-average social engagement and click-through rates, and strategic styling of key talent. By contrast, Prada and Dior appear to have kept a more measured distance from the launch ofThe Devil Wears Prada 2. Despite a short-lived uptick in Google searches and dressing key talent for red carpets, they havenot leaned fully into the phenomenon. That hasn’t deterred others: we count more than ten brands, from Grey Goose to United DETAILS We have written before how TV role models impact the lifestyles and aspirations of entire generations in China, but also the West.Keeping with the exploding complexity principle, luxury brands need to move at the speed of culture in order to stay relevant.Streaming releases, social feeds and shoppable platforms have compressed the old cycle of editorials-runway-retail into a rapid Streaming, social media and e-commerce have accelerated luxury trends: what used to take monthsbefore, now takes weeks. First, a series or film launches a distinctive aestheticthat gives consumers a fully formed visual narrative anchored in storyand emotion, rather than just a product. Love Story (based on the tragic romance of JFK Jr and Carolyn Bessette-Kennedy)crystallises 90s minimalism and polished Ivy League ease; Wuthering Heights (starring Margot Robbie and Jacob Elordi)delivers a Gothic Romance wardrobe set against windswept moors. The characters’ style becomes a proxy for a mood andidentity consumers can buy into. Press tours now extend and pre-sell that aesthetic before the film or series even lands. MargotRobbie’s method dressing around the Barbie press tour set the template in delivering sartorial hysteria; she repeated the EXHIBIT 3:Margot Robbie’s method dressing around the Barbie press tour set the template in delivering sartorialhysteria; she repeated the playbook for Wuthering Heights, moving the trend straight off the set and onto thestreet. EXHIBIT 6:...specifically, Vivienne Westwood’s corsetdress, which saw demand on Lyst rise 88% quarter-on- Secon