Leading In Luxury

Christopher's Grill, 18 Wellington Street, London, England, WC2E 7DD, United Kingdom (Directions)

Leading In Luxury

Retaining your status as a luxury business in an age where it is open to influence and interpretation across a myriad of channels and demographics is a challenge that is keeping every luxury business owner awake at night. At our exclusive dinner we focused on the topic of developing and protecting your brand's luxury status.

    Topics we covered...

    At our Luxury dinner we discussed...

    • The opportunities that exist in enhancing the luxury status of your brand
    • How luxury/specialist brands can better integrate social commerce to build their business
    • How luxury brands are mastering social content - scarcity v availability

    Who attended?

    • Founders, CEO's & Owners
    • Heads of eCommerce, Mobile, Digital, User Experience & Brand
    • Chief Marketing Officers
    • Chief Digital Officers
    • Directors of Brand, Marketing, Online, eCommerce


    Michael Crooks

    Michael Crooks

    Michael Crooks is a marketing strategist with a research background in biochemistry and experimental psychology conducted at the University of Pennsylvania. He is currently the Senior Director of Global Relational Marketing at Diane von Furstenberg. Before DVF, Michael oversaw Customer Insights & Marketing Campaigns at Gucci, and prior to Gucci was responsible for digital database marketing at Gilt Groupe’s Jetsetter. He has also held various posts in marketing, merchandising, and menswear accessories design at Tommy Hilfiger, Lord & Taylor, and Sid Mashburn.

    While at university after competing for Penn’s nationally-ranked wrestling program, Crooks found a passion for research: he worked for pioneering biophysicist Dr. Britton Chance, conducting near-infrared (fNIR) biochemistry imaging to examine brain patterns in the prefrontal cortex during problem solving. He then served as Research Assistant to Dr. Aaron T. Beck, the founder of Cognitive Therapy.

    After leaving the world of academic research to pursue a business career in fashion and luxury, Crooks has spent the last few years utilizing an interdisciplinary background across creative & quantitative capacities to fine-tune an evidence-based, customer-centric approach to marketing – leveraging data analytics, clienteling, training, and events, as well as creating experiential moments that combine digital and physical elements to drive business growth via innovation.

    Michael's LinkedIn profile
    Diane von Furstenberg Website



    Arrival & Welcome drinks


    Commerce Futures


    Introduction, Michael Crooks at Diane von Furstenberg (DVF)


    Starters (Topic one - Discussion at individual tables) 
    Profiling your luxury customer & defining your omnichannel approach


    Topic one discussed as a collective


    Mains (Topic two - Discussion at individual tables)
    How to engage with your customer


    Topic two discussed as a collective


    Desserts (Topic three - Discussion at individual tables)
    How to enhance your luxury brand


    Topic three discussed as a collective


    Final remarks / Networking, Michael Crooks at Diane von Furstenberg (DVF)


    Event close



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    Q: Is there a fee for attending the Commerce Futures event?

    A: Events are priced individually, they range from £0 - £50.00. We take great care in how we curate the audience, the event is invitation only and you must register in advance to attend. If you have not received an invitation but would like to attend, please register via the website and your place will be confirmed subject to approval.

    Q: Can I bring a colleague?

    A: Additional places will be subject to availability. Please ask your colleague to register via the website.

    Q: Who else will be there?

    A: Senior professionals in eCommerce, entrepreneurial brand owners, marketing leaders including directors and leaders of omnichannel, multichannel, digital marketing, brand, social, strategy, customer experience (CX) and content.

    Q: What is the address of the venue?

    A: Christopher's Grill, 18 Wellington Street, London, England, WC2E 7DD, United Kingdom

    Q: Is there a dress code for this event?

    A: There is no formal dress code. Please come dressed in comfortable attire e.g. business casual. 

    Q: Who is Commerce Futures?

    A: Commerce Futures is an independent online community for retail leaders and Commerce professionals. We provide a round up of the latest news and information relating to the key challenges in Commerce today, as well as insights into future trends and technologies that are shaping the online retail landscape. And because we believe it's important to learn from our peers, the regular Commerce Futures event series brings in expert speakers from leading brands to share case studies and industry know-how. 

    Since 2012, thousands of professionals have attended our events and engaged with our content. We survey them regularly to understand what problems they are wrestling with now and tailor content to help them solve those concerns.

    Register today

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