On April 5, 2012, in Moscow, the Digital October center of new technologies and technological entrepreneurship, along with the Paris conference house Hubforum, held Russia’s first conference on using digital technologies in the luxury-items industry, La Conference Luxe & Digital.
The conference’s program included talks by experts on fashion, luxury brands, and digital media from France, the United States, and Russia. Georges-Edouard Dias, L’Oréal’s director of digital technologies, visited Russia to give a talk for the first time. Reports were also given at the conference by representatives of Mercedes-Benz Fashion Week Russia, Universal Music, Google Russia, JWT Paris, Axel Springer, TBWA, Agents of Presence, the Franco-Russian Commerce and Industry Council, Ernst & Young, МТС, VigodaVIP, and KupiVIP.
Participants in La Conference Luxe & Digital discussed the most interesting European practices of expanding the market of luxury brands using the digital environment. In addition, they examined the peculiarities of positioning digital technologies themselves as luxury-category goods. During the discussion, cases were adduced in which modern technologies were used in the fashion industry, entertainment, and beauty and a review was presented of the Russian segment of the digital market of luxury items; in addition, aspects of marketing, electronic commerce, and promotion on cellular devices were examined.