Luxury

Market instability, more discreet postures, new life priorities… Very Important Clients are changing. Their loyalty can no longer be decreed: it is built on rarity, extremely close attention, and the ability of brands to foster an ultra-personalized vision of the world.

Faced with the Chinese slowdown and American saturation, Europe is once again a strategic hub. Residence, tourism, cultural prestige: brands need to juggle with more demanding local consumers, while continuing to appeal to the international elite.

“Dupes” are no longer just a threat in the sidelines: they have become objects of narrative, of inverted distinction, even of generational activism. For luxury brands, it is no longer simply a question of fighting against copying, but of understanding what this movement is saying about the relationship to prestige.

On the one hand, we have Gen Z hybridizing luxury, street values and commitment to causes; on the other, hedonistic baby boomers in search of status and legitimacy. Between the quest for exclusivity and the desire for disruption, brands have to grasp generational expectations that are sometimes antagonistic, but always highly codified.