Kering Eyewear: how to utilize technology in the world of events

In 2023, the Head of Events at Kering Eyewear had to figure out how to design a keynote event after years of experimenting with digital formats.  Now that in-person gatherings were once again an option, should the company keep the virtual format? Or go back to physical events? Or strike a balance between the two?

The stakes are high. Digitalization means cost savings, but internal stakeholders and customers are of two minds on the matter: some still see the advantages of digital, while others miss the physical connection that comes with being in the same room. So Kering Eyewear is facing a strategic challenge that calls for a long-term outlook to hold on to its leadership position in the luxury events sector, while incrementing the company’s competitiveness.

Both options have pros and cons:

• Physical events offer complete sensorial experiences, fostering deeper connections; but they’re expensive and limited in reach to the people who are present.
• Digital events are less expensive and more flexible, and anyone anywhere in the world can take part, but the risk here is coming off as impersonal.
• Phygital events combine in-person with digital elements for a rich, inclusive experience. But are they the best of both worlds or simply an unhappy compromise?

The decision ultimately has to factor in the target that Kering Eyewear events are designed for: from the company’s top managers to international buyers and distributors. And each group has different expectations. The choice is a consequential one: it won’t only impact upcoming events, it will also shape the perceptions of Kering Eyewear as an innovative leader in the luxury eyewear sector in the eyes of different audiences.

The Kering Eyewear case is an example of the efficient use of technologies to improve the experience of different target participants at corporate events.  An essential preliminary task is to map the key players and their experiences; this allows event organizers to utilize technologies as both enablers and enhancers.

As enablers, technologies constitute touch points that give participants access to the company. As enhancers, technologies such as Augmented Reality, Virtual Reality, smart cameras, and the like can be utilized appropriately for every touch point to render the experience more engaging, immersive, interesting, and convincing.

The numbers

• When Kering Eyewear was founded: 2014
• Kering Eyewear revenues in 2022: €1.1 billion  (+58%)
• Luxury market in 2022: €283 billion
• Savings on digital events vs. physical events: 20%