Luxury is in a state of flux. Political, social, and economic forces are moving the dial, blurring the lines between high culture and subculture. Throw in the curveball catalyst of a global pandemic, and change is only accelerating. It means that understanding and adapting to consumer trends has become even more vital.
But to what extent has the singular idea of the luxury consumer actually shifted? How digitally savvy are they, given we’d assume they’re laggards? How do they view luxury? And most importantly, what do they want to see from luxury brands?
Such brands have been notoriously slow to...