天美棋牌

sencka膽
EDITION
Global
USA
UK
AUNZ
CANADA
IRELAND
FRANCE
GERMANY
ASIA
EUROPE
LATAM
MEA
in association with
Group745

A New Era for Luxury: Backslash, 180 Luxe, and TBWA\Cult Examine the Future of the Luxury Industry

12/12/2024
273
Share
180 and TBWA's timely report provides a roadmap for luxury brands to thrive in a rapidly evolving market driven by shifting consumer values and global challenges.

Today, Backslash (TBWA鈥檚 cultural intelligence unit), 180 Luxe (part of the creative boutique 180 Global), and TBWA\CULT (the new luxury brands division of TBWA\Italy) proudly present the "Future of Luxury" report, offering fresh insights into how the luxury sector can stay relevant in a world of changing desires and market dynamics.

With the global personal luxury goods market poised for its first slowdown since the Great Recession, now is the time to challenge the old luxury playbook. This new collaborative report from the collective highlights key opportunities for disruption, exploring the complex interplay between technology and tradition, heritage and novelty, ethics and indulgence.

鈥淎t Backslash, we believe that culture dictates what people will be willing to pay a premium for in the future. By examining the luxury sector through the lens of cultural shifts, we can better understand what people find truly exceptional and therefore what will be worth the highest premium,鈥 says Skyler Hubler, Backslash鈥檚 Senior Cultural Strategist. 

The report explores three key shifts:

  • Chapter 1: Contemporary Craftsmanship looks at how technology can elevate, rather than replace, traditional craftsmanship through traceability and open innovation. It anticipates a future where customers will be able to click into an online product listing and access a visual, timestamped history of exactly how it was made.
  • Chapter 2: Fantasy Machines examines how immersive and unconventional storytelling can spark desire for new audiences. Whether by digitizing their archives or by using generative AI to create bespoke online journeys, luxury brands will increasingly be expected to deliver a much-needed dose of digital escapism. 
  • Chapter 3: Limitless Luxury highlights how future luxuries will be defined by the pursuit of attaining the unattainable, from immortality to ultra-exclusive travel. The report also offers new ethical guidelines for brands pushing into these exciting yet controversial new frontiers. 

Full of exclusive interviews with industry leaders including Antonio Casu, Paul Mouginot, Valentine Petry, and Tom Marchant along with clear provocations for brand action, the report offers inspiration on how to build a future of luxury that meets today鈥檚 desires while addressing the challenges of tomorrow.

鈥淭his report marks a turning point for the luxury industry, illustrating how craftsmanship is central to enhancing the perceived value of luxury brands. At the same time, social media communities are becoming the new custodians of authenticity. These platforms not only amplify the stories of artisans, but also transform craftsmanship into shared cultural moments.鈥 - Laurent Fran莽ois, managing partner, 180 Luxe. 

鈥淚n a world where algorithms are flattening culture, this report highlights the importance of luxury brands rebuilding cultural capital to stay relevant. We will see how building on the meaning of the brand, their values, heritage, craft and a good dose of openness to innovation are the keys to staying on top of the game.鈥 - Michael Arpini, CSO Cult & TBWA\Italy

To read the full "Future of Luxury" report and discover key insights on the evolving luxury landscape, visit

Credits
SUBSCRIBE TO 天美棋牌鈥橲 newsletter
FOLLOW US
天美棋牌鈥檚 Global Sponsor
Language:
English
漏 2005-2023 天美棋牌Privacy and Cookie PolicyTerms and Conditions
v10.0.0