It’s a tough market for luxury these days, but that hasn’t stopped the Beverly Hills Conference & Visitors Bureau from trying to maintain its edge. The organization has partnered with 12 celebrity tastemakers — including Kelly Wearstler, Rachel Zoe, retail real estate mogul Jeffrey Hyland, artist Vanessa Prager and celebrity chef Curtis Stone — to launch a multichannel “Definition of Luxury” campaign and coffee-table book later this month comprising personal anecdotes of those who influence cuisine, hospitality, fashion, wellness, art, design, architecture and real estate.
The marketing initiative comes on the heels of BHCVB’s global trends report, “The Future of Luxury,” which shared data on upcoming luxury trends and consumer spending habits of the extremely rich.
The 34,658 residents in the incorporated city are, on average, 10 times wealthier than the average U.S. household. Despite having 0.1 percent of the population of the state of California, it is home to eight of the Golden State’s 27 billionaires. London is the number-one city for ultra-high-net-worth individuals; Los Angeles is number 20. A good amount of data is also devoted to Millennial shopping habits and how to best market to them (read: be authentic on social media). Finally, the study also measured technology’s influence on shopping and future retail trends (men’s wear, as well as outsider creatives, hotel collaborations and more.)
On Friday, a microsite will launch with social media support from the influencers and continue through the May 24 event at 2 Rodeo, also known as the Via Rodeo retail complex. It will feature a preview of the book and food by Chris Ford, executive pastry chef at The Beverly Wilshire Four Seasons; Olivier Quignon, executive chef at L’Ermitage; Erika Tucker, chef de Cuisine at Montage, and Stephanie Boswell, executive pastry chef at The Peninsula.