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