LETTER FROM THE EDITOR

Dear Readers, welcome back.
The world is changing, and together with the seasons and the weather, we also are adapting. As we change so we modify the dynamics that lead us to measure up to society and the market, altering our purchase behavior. What will the “Customer of the Future” look like? Many people are trying to analyze this question without finding certain answers. The only thing we can do is analyze the different likely scenarios working with the numbers we have available.
Take for example the American market, very close to us at Adamis: in the US, as in Italy and Switzerland, we provide services for major groups in the luxury and cosmetics sectors. It is not easy, because we have to analyze countless behavioral, social and cultural statistics in advance before being able to provide an “experiential” service to our client.
But through hard work, we try to anticipate “modes & models” of the approach to buying, modulating formations that can match the real needs of the Client 3.0, seeking to make their purchase “live” as a positive experience to be repeated.
Let’s look at some data to get a picture of the situation: a recent analysis has shown that in the US 10% of so-called top earners (with an annual income of $ 120,000 or more) accounts for about half of the country’s entire consumption. This important demographic slice prefers online payments, and eCommerce in general, requiring brands in the world of luxury especially to rethink substantially the processes by which they interact with the customer.
In many cases thanks also to our support, an attempt is made to create a “customer experience” able to remain distinctive and engaging in every sales channel. Business Intelligence has also recently published an analysis of the habits and preferences of ideal potential customers targeted by the luxury brands. It is estimated that by the end of 2016, these will spend 7% more in fashion, travel and living. Altogether, this sum comes to US$37.8 billion more being spent in 2016 than in the previous year. This bucks the trend of the “average consumer”, whose consumption is instead expected to decline by 1%.
It is this very important slice of consumers which, combined with Millennials, will play an important role in the definition of the “new consumer”.
He or she is a new protagonist that the major luxury brands are wooing with the obsolete, but still effective, technique of “Best Service”.
A Beauty Consultant able to interpret all the needs and requirements of customers, or a Makeup Artist who can introduce the customer into a world of elites and colors, fragrances or simply a Fragrance Consultant who, by telling the story of a perfume, invites the customer to enter a world of dreams and passion; these are the winning keys in this new era that will see ADAMIS increasingly a leader and expression of quality. I am proud to be at the head of this Holding made of wonderful people.

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