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© 2007. Moskowitz and Gofman. All rights reserved.
The future of high end from today's luxury to tomorrow's world markets (coming in 2008)
Selling Blue Elephants
By Howard Moskowitz and Alex Gofman
By Howard Moskowitz and Alex Gofman
| Moskowitz Jacobs Inc. |
We are proud and excited to announce that we are currently writing a new book about the future of
luxury (premium) goods and services (no official title yet). We are very happy and honored to work
on this project together with two outstanding co-authors from the Philips Design of Royal Philips
Electronics - Stefano Marzano and Marco Bevolo who are both widely recognized as being in the
forefront of the design profession.
Stefano Marzano is Chief Executive Officer and Chief Creative Direction Officer of Philips Design,
the Global Service Unit of Royal Philips of the Netherlands, a major creative industry workforce
with more than 10 studios worldwide. In 2005, Business Week (USA) named Stefano Marzano one
the four global ‘Best Leaders of 2005’ for Innovation; and in 2001, he was awarded the World
Technology Award for Design by the World Technology Network. In 1998, Philips Design was
selected as Design Team of the Year by Design Zentrum Nordrhein Westfalen (Germany), and its
products can be found in the permanent collections of museums around the world.
Marco Bevolo is Director Foresight & Trends of Philip Design which he joined in 1999, assuming
responsibility for the cultural trend research program. He was instrumental in the creation of
CultureScan, an ongoing trend forecasting research project investigating cultures, aesthetics and
design at regional and global level. He was promoted to Design Director in 2003, and now
concentrates on communication and cultural trends as well as media relations. Prior to joining
Philips Design, his work focused mainly on publishing and marketing communications. He was
editor-in-chief for 'Intervista', an Italian lifestyle magazine.
luxury (premium) goods and services (no official title yet). We are very happy and honored to work
on this project together with two outstanding co-authors from the Philips Design of Royal Philips
Electronics - Stefano Marzano and Marco Bevolo who are both widely recognized as being in the
forefront of the design profession.
Stefano Marzano is Chief Executive Officer and Chief Creative Direction Officer of Philips Design,
the Global Service Unit of Royal Philips of the Netherlands, a major creative industry workforce
with more than 10 studios worldwide. In 2005, Business Week (USA) named Stefano Marzano one
the four global ‘Best Leaders of 2005’ for Innovation; and in 2001, he was awarded the World
Technology Award for Design by the World Technology Network. In 1998, Philips Design was
selected as Design Team of the Year by Design Zentrum Nordrhein Westfalen (Germany), and its
products can be found in the permanent collections of museums around the world.
Marco Bevolo is Director Foresight & Trends of Philip Design which he joined in 1999, assuming
responsibility for the cultural trend research program. He was instrumental in the creation of
CultureScan, an ongoing trend forecasting research project investigating cultures, aesthetics and
design at regional and global level. He was promoted to Design Director in 2003, and now
concentrates on communication and cultural trends as well as media relations. Prior to joining
Philips Design, his work focused mainly on publishing and marketing communications. He was
editor-in-chief for 'Intervista', an Italian lifestyle magazine.
Q & A About the New Book
I. What is this book?
III. Why is this book unique to the audience?
IV. What is the style of the book?
V. What is the geographic focus of the book?
VI. What is the time line of the book?
VII. What is a one-line description of the book?
- Millions of consumers worldwide choose for mass luxury. Millions more will join. This is why
it is time to explore what the ‘high end’ is and how it works.
- -Global and regional, decision makers and managers (upper and middle)
-design managers and designers
-the “layman” interested in the business of style
-students and scholars
-general readers interested in new and evolving lifestyles.
III. Why is this book unique to the audience?
- We focus on the intersection of social trends, designer visions, and deep people
understanding. The book offers:
-unique case histories;
-unique future insights validated by 35 to 50 opinion leaders interviews;
-unique findings from ad hoc RDE quantitative sessions.
IV. What is the style of the book?
- We write in simple, easy style, appropriate for a wide audience. We share methodological,
business and design analysis in a reader-friendly tone of voice.
V. What is the geographic focus of the book?
- -35% US
-40% Europe
-25% China and Japan.
VI. What is the time line of the book?
- The time line is approximately from case histories of 15 years back in time to cultural trends
valid for 2 to 5 years ahead.
VII. What is a one-line description of the book?
- When it comes to high end propositions, this book offers actionable insights based on a
unique mix: world class research plus cultural and design trends .