Havas Media Group launches luxury unit LuxHub

Isabelle Harvie-Watt will head the label globally.

Havas Media Group has launched LuxHub, a global consulting specialist label that will deliver media communications and marketing support for both luxury brands and audiences. Headquartered in Milan, the network also launches with established centres of excellence in London, Paris, New York and Dubai.

Fashion and luxury expert Isabelle Harvie-Watt will oversee the strategic expansion and consulting offer for LuxHub. She comes with 14 years of experience in the luxury industry having worked at Giorgio Armani, Versace and Tods Group, running global marketing and communications. Working with the senior management team at Havas Group, Watt has led plans for investment in a specialist luxury division since her arrival as CEO Havas Media Group Italy in 2011.

Dominique Delport, global managing director of Havas Media Group says, "The credibility we already have in this area, coupled with strong leadership from Isabelle to drive specialist teams in all the key markets, means we can provide new insights and innovative strategies both for luxury brands and brands who want to interact with the luxury audience."

Comments Harvie-Watt, "Growing online distribution and strong content strategies are the new norm. LuxHub is a great step forward to further closing the gap in language between agencies and luxury clients and the way luxury audiences are evolving. In our recent global survey, in-store shopping is still the favoured purchasing method for half of luxury shoppers, while 24 per cent shop mainly online. However, statistics show that this move by a quarter of the respondents to shop online is not being matched by the brands with over half (54 per cent) stating that luxury brands should engage more with their consumers in the online experience."

Harvie-Watt and the LuxHub UK team, headed by Tammy Smulders, who will also join the team as global executive director, will deliver their first study on luxury and brands later this month. The project uses data from 1,000 people representing the top 10 per cent of income earners in China, France, Germany, Italy, Russia, Spain, the US, the UAE and the UK. The findings look at luxury trends across retail, travel, home furnishings, auto, jewellery and art.

During 2015 the LuxHub consulting unit will also work alongside luxury expert teams from Havas' creative division to incorporate creative and experiential talents with projects in association with BETC Luxe (Paris) and Havas Luxe (New York).