Defining The Modern Luxury Experience Across Brand Touchpoints

For today’s consumer, the definition of luxury is changing; it’s more about enhancing their lives than enhancing their status. Therefore, legacy brands are being outpaced by a proliferation of new players who are better at meeting these changing expectations.

This research paper highlights key insights and examples—from within the luxury category and outside of it—that luxury brands can use in order to redefine how they connect with the modern consumer. From highlighting their craftsmanship through product transparency to adding value with enhanced service offerings to providing access to unforgettable experiences, brands are thinking of new ways to engage luxury consumers at every touchpoint.

Published October 2018

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Report Insights

Brand Activation & Immersion How Brands Like Outdoor Voices Are Using Social Media To Engage The Modern Luxury Consumer

Adding value with enhanced service offerings like social media integrations and apps, brands are thinking of innovative ways to engage luxury consumers at every touchpoint

Beauty How Luxury Brands Like Fendi And Sephora Are Engaging Customers With Immersive Pop-Ups And Conventions

From Roman piazza-inspired pop-ups to 'phygital' interactive experiences, retailers are continuing to develop immersive activations that showcase as well as educate consumers on the latest product offerings

Advertising How Brands Like Away Use Content And Services To Integrate Into The Consumer's Life

Meaningful content, product support, partner services, and education can build loyalty by integrating a brand into the customer's everyday life

Fashion & Apparel How Brands Like Adidas Highlight Shared Values To Build Connections With Consumers

Brands are attempting to keep up with shifting consumer values by spotlighting eco-conscious initiatives, creating inclusive content, and increasing transparency

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