Bauer Media events reveal luxury ‘disruptive initiatives’ for advertisers

• Millennials, modern luxury and women’s wealth high on the agenda

Bauer Media this week announced a number of “disruptive initiatives” for 2019, focusing on the luxury industry, millennial consumer habits and a new agenda targeting a better financial female future.

In a longstanding exclusive relationship, Bauer partnered with British forecasting consultancy The Future Laboratory, to present a luxury trend forecast on the global perspective and a unique Australian view. Events in Sydney and Melbourne explored a new era of luxury and a marked shift in the consumer mindset.

The study, presented by Christopher Sanderson (pictured above), co-founder of The Future Laboratory, explored how expressions of wealth are becoming less overt and positioning products into everyday life is key.

Sanderson said consumers have an increasing desire to be part of a brand that is contributing to a better future. In addition, the report highlighted how buying power will soon be in the hands of the younger generation, with 85% of luxury spending to be controlled by this demographic by 2025. We are in the age of “luxury with purpose”, he said.

Arby Li, editor-in-chief of online men’s fashion destination Hypebeast, was in conversation with Elle’s editor, Genevra Leek, and spoke to the power of the “new wealthy” generations of X, Y and Z, and discussed the way Hypebeast continually evolves its audience comms via cross platform diversification.

Arby Li and Genevra Leek

At the conclusion of the events, Bauer Media GM of publishing and digital operations Sarah-Belle Murphy outlined a number of upcoming initiatives from Bauer’s luxury brands and announced the publisher’s 2019 agenda.

Murphy announced a unique new brand for Gen Z, the “consumers-with-purpose” of the future. Currently in development, the brand will be created by a Gen Z steering committee for Gen Z  audiences, and will live as a digital destination supported with two collectible print volumes.

In the coming months, Bauer will launch “The Luxurians network” to leverage the power of Bauer’s brand’s reach across emerging luxurians.  The Luxurians Networks will aim to connect advertisers with the luxury consumer and unlock valuable data and insights.

Harper’s Bazaar will launch the Beauty Festival, a consumer experience showcasing how technology and a global mentality is shaping consumption. This will bring leading experts and the latest innovations together to the brand’s beauty community.

In the Homes and Food category, Bauer Media will present Live Life Luxe, a content series sharing the lives of creative couples and their take on mindful living, which will come to life in digital and broadcast formats.

Murphy also discussed women’s wealth. Following on from last year’s successful No Gender Selective Tax campaign, Bauer Media is soon to announce an action plan to champion for change that supports a more equal financial future tackling issues such as financial abuse.

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