Do brands need to
Do brands need to redefine luxury?

This Google and Threepipe event brings together some of the sharpest and most experienced minds in the luxury brand market to share their practical experiences of pivoting their approach to better appeal to millennials.

8:30 am
Google, WC2H 8AG

Millennials will control 40% of the global luxury goods market by 2025*

*‘Luxury needs to be redefined on millennials’ Terms’

McKinsey, November 2017

Millennials represent the next engine of growth for the luxury market, yet brands are still finding their way in understanding how to engage with this crucial audience. Brands that understand millennial expectations of luxury brands and the new model of purchasing behaviour, will be those that succeed in the years ahead.

The presentations and discussions will touch upon subjects including:

Shaping of brand content and messaging to appeal to millennials

How to create luxury digital experiences

Product development that appeals to a new generation of luxury buyers

Which brands are succeeding in pivoting to this new audience?

Meet the Speakers

Condé Nast

Dolly Jones

Dolly joined in 2000 and was named Editor in 2005, before becoming Digital Editor of all Condé Nast titles in 2007, while remaining editor of In 2015 she became Digital Content and Strategy Director of Condé Nast, to align editorial and commercial strategies for greater user and client engagement across the Condé Nast portfolio. She continues to write for various Condé Nast digital titles and most regularly for Vogue.


Kostas Koukoravas

A background in product management and artificial intelligence for the BBC and Microsoft led Kostas to build an AI Fashion app to suggest outfits based on items in shoppers’ wardrobes and latest trends. Retailers signing up include Harrods, Ted Baker and Farfetch.


Sabrina Garufi

Sabrina Garufi has been at Google for four years and has worked with a number of large luxury French brands to develop and craft their international expansion strategies. With a background in finance, Sabrina also worked in banking for five years as a Derivatives Analyst. A native of Montreal, she completed her MBA in Berlin before moving to Dublin to join Google.

Meet the Panelists


Farhad Koodoruth

Farhad has created growth strategies for the likes of Farfetch and Agent Provocateur and oversees Threepipe’s acquisition and analytics work with the likes of La Perla, Soho Home and Clive Christian.

Camille Roegiers

Camille oversees buying, marketing and operations for this fast-growing luxury sportswear platform for global independent designers.
Deborah Stead Associates

Deborah Stead

Most recently holding the position of CMO at Clive Christian and previously MD of The Body Shop at Home. Deborah is an expert in blended-channel business development across multi-channel retailers.
Rocco Forte Hotels

Rosie Shephard

Rosie is the Founder of the Luxury Communications Council and has worked across multiple luxury sectors for clients including Etihad Airways, Selfridges and The Corinthia Hotel.

Event Schedule

8:30 am

Registration (light breakfast available)

9:15 am

Welcome/introduction from Threepipe

9:20 am


9:40 am

Condé Nast

10:10 am

Soho Home & Co Retail

10:30 am

Panel introduction and discussion

11:10 am


11:40 am

Networking over tea and coffee

12:30 pm

Event close

Interested? Register your interest by clicking below

Google, 1-13, St Giles High Street, London, WC2H 8AG

About Us

Threepipe is a full service digital agency that works with some of the best known and fastest growing retail brands. Threepipe manages profitable customer acquisition programmes for luxury brands including La Perla, Soho Home and Liberty London across social, display and SEO channels. Please stop by to see case studies of our recent retail campaigns or contact to set up a meeting.