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1、Luxury 2030Balancing human needs and technology advancements to create personalization and delight for luxury consumers over the next decade ForewordThe analysis that follows is based on findings from dentsus The Age of Inclusive Intelligence report,a study that combines insights from consumer surve

2、ys gauging our expectations for the next decade and predictions from world-renowned futurists to identify the long-term consumer trends that will shape how brands need to evolve their go-to-market strategies from here on out towards 2030.Many of the trends already in motion,such as the growth of onl

3、ine commerce and growing consumer demand for environmentally responsible brands,were accelerated by the events of 2020 and their aftermath and had also profoundly informed our expectations in the present.In this context,our vision of consumer trends provides a new perspective on long-term,sustainabl

4、e brand growth drivers.The Age of Inclusive Intelligence analyzes our path to 2030,examining four forces,each comprised of three market trends,that will redefine the market throughout the next ten years.In applying this lens to the luxury sector,this ebook leverages insights from industry specialist

5、s across the dentsu network to map what implications these 12 trends may have for luxury companies.While looking at such a vast horizon inevitably includes some level of speculation,we have also included,when possible,examples of luxury brands(operating in areas such as luxury fashion and accessorie

6、s,luxury retail,and luxury automotive)that are already making investments today to evolve their value proposition in the direction we envisioned.In an age of uncertainty,brands need to discard past playbooks,compete on innovation and imagine the future to achieve true differentiation and redefine wh

7、at next means in their category.vNavigating this reportThe Age of Inclusive Intelligence discusses four macro-forces that will inform the evolution of consumer behaviors throughout this decade:Universal Activism,Synthetic Society,Bigger,Bolder Brands and the Human Dividend.Each chapter in this repor

8、t examines the implications of each of these forces for the luxury sector.Each force is comprised of three trends that we believe will have a level of impact on the sector.To help the reader navigate this narrative,here is a breakdown of the journey ahead:This compass will reiterate the broader cont

9、ext for the trends and industry opportunities discussed throughout the report.FORCE 04The Human DividendFORCE 01Universal ActivismFORCE 02SyntheticSocietyFORCE 03Bigger,Bolder BrandsTREND 01Rise of the titan brandsTREND 03Emotion trumps objectivityTREND 01Acclimatize nowTREND 03Tech togethernessTREN

10、D 02Every brand is a health brandTREND 01What robots cant doTREND 03Kaleido-identityTREND 01Beyond humanTREND 035-star citizensTREND 02Objective-free playTREND 02A new data paradigmTREND 02Virtual sets the standardThis report will look forward to 2030,but given the impact of the COVID-19 pandemic on

11、 the geopolitical landscape and the current economic environment believed by some to be recessionary in major markets like the United States-1 this introduction will discuss significant shifts in the luxury sector has undergone in the past three years,that will be relevant in terms of whats to come.

12、Due to the very nature and cost of the products and services offered,the luxury sector is more likely to be impacted by declines in consumers spending power:surveying a nationally representative panel of 1,000 Americans,dentsus Consumer Navigator reports found consistently throughout the past few mo

13、nths that luxury goods are the product category most U.S.consumers are planning to reduce spending on although in our April 2023 edition,only 46%of respondents reported intending to do so,while 52%had said so in March and 51%had said so in February.2Despite the economic headwinds and the impact of t

14、he pandemic,especially in key markets for the sector,such as China,the luxury market showed signed of resilience and is seemingly recovering quite well:in 2019 the global market size for luxury goods was valued$305B.In 2020,it shrunk to$260B,but by 2022 it had already bounced back above$312B,and it

15、is forecast to reach$400B by 2026,as its expected to grow steadily at a 3.38%CAGR in the 2023-2028 period.3The categorys resilience is in significant part due to the fact that it caters to affluent consumers whose spending power was less impacted by the economic aftermath of the pandemic outbreak an

16、d tend to be significantly more sheltered in all recessionary environments.4 Additionally,luxury items tend to hold their value and are thus often seen as an investment and a way to safeguard money.As tourism collapsed due to the 2020 lockdowns and restrictions continuing on into most of the followi

17、ng year,spending on personal luxury goods a category often interlinked with travel and tourism-in consumers home markets picked up the slack,rising by 50%to 60%between 2019 and 2021.5The widespread acceleration in digital commerce adoption that was set in motion by the pandemic lockdowns was reflect

18、ed in purchasing behaviors in the luxury category:in 2018,the ecommerce share of the sales in the category was estimated at 10%,but it is projected to grow to 25%by 2025.6In this environment,luxury brands have been experimenting with more modern digital customer experiences and have,in many cases,sh

19、own a first-mover attitude toward the opportunities to create new dimensions of exclusivity opened up by Web3 technologies.Within this context,we will now explore the four forces that will shape consumer expectations on the path to 2030 and what implications they will create for luxury brands lookin

20、g to prepare for whats next.4LUXURY 2030/INTRODUCTIONIntroduction Resiliency in ExclusivityFORCE 01Universal ActivismIn the 2010s,brands obsessed about meeting consumer needs.But the term consumer is itself too narrow a concept.In the 2020s,brands will need to reconceive of their customers as activi

21、sts,driven by a new range of influences and causes.This chapter will examine three trends:Acclimatize Now A New Data Paradigm Kaleido-identityConcerns over climate change and the state of the environment are on the rise.Despite continued efforts to mitigate emissions by phasing out fossil fuels and

22、transitioning to renewable energy sources,by 2030,we are likely to face an even worse situation and to be in need to put even stricter sustainability efforts in place.Nearly eight in ten respondents we surveyed in our Consumer Vision research across China,Japan,the United Kingdom and the United Stat

23、es are concerned that climate change will have irreversible consequences.7 While governments globally are making an effort to improve the state of the environment,consumers look to brands as the agents of change that can have the most significant impact.Most importantly,brands have the business foot

24、print to enact significant change and depend on customers to meet their financial objectives.This puts consumers in the position of being able to support the environment by voting with their wallets:two-thirds of those we surveyed in the United Kingdom predict that by 2030 they will not buy products

25、 that have a negative environmental impact or are single use.8Over the next decade,well see a new model of sustainable capitalism emerge,with a greater number of brands making pro-environment commitments and taking action to demonstrate to consumers and governments they are ready to walk the walk.Th

26、is will have major implications for the luxury sector,given its reliance on natural resources like minerals,leather and fur.Sustainability is a key issue luxury companies will need to continue to respond to convincingly.LUXURY 2030/UNIVERSAL ACTIVISMAcclimatize NowTR E ND 0 16Re-CHIC-led Product Dev

27、elopmentAs consumers concerns over climate change and their willingness to boycott brands that harm the environment increase over time,luxury brands will need to focus on producing sustainable designs that leverage provenly recycled or zero-impact materials and consider enabling brand-powered resell

28、ing schemes.Another Tomorrow creates modern,sensual,high-quality,and timeless fashion products with only organic natural materials that support soil health,ecosystems,and communities.It uses forest-based fibers from responsibly managed forests with zero net contribution to deforestation.9Sustainable

29、 Marketing and AdvertisingConsumers are increasingly paying more attention to brands sustainable practices.This does not only include the environmental impact of how their products are made but also the impact that other aspects of the business including marketing have.In a recent dentsu&Microsoft s

30、tudy,84%of global respondents said theyd be more likely to buy from brands practicing sustainable media and advertising.10 Luxury brands will need to consider how to reduce the carbon footprint of their marketing efforts,partnering with the right players in the field.Another aspect theyll want to co

31、nsider is the environmental impact of merchandising,which includes packaging.For instance,Gucci has recently launched Equilibrium,their“portal designed to connect people,planet and purpose.”The aim of the program is to push a radical sustainability agenda to balance the creation and marketing of lux

32、ury fashion.”11Take the Lead in the Second-Hand MarketAn effective way to both meet consumers desire for more affordable luxury products and to address their concern about the state of the environment,getting directly involved in the sale of second-hand products is becoming an increasingly growing t

33、rend in the luxury sector.Brands that offer services that help guarantee the certified provenience of an original garment and authorize and authenticate any alterations made to take it back to its pristine state will emerge as the trusted leaders in this space.Neiman Marcus recently launched a partn

34、ership with FashionPhile to improve the resale customer experience:shoppers can bring in their item to a FashionPhile desk in any Neiman store,and based on the authentication of the article that occurs while they shop,they can get a cash pay-out or a higher value credit to spend in the store.12LUXUR

35、Y 2030/UNIVERSAL ACTIVISM7Acclimatize Now-ImplicationsFair FashionTR E ND 0 1Another area in which consumers will increasingly come to have an activist attitude throughout the next decade,especially when it comes to their relationships with brands,is data privacy:46%of the people we surveyed agree t

36、hey would prefer to receive an inferior service than share even basic personal data such as their location and age.13 At the same time,however,71%of consumers expect personalized experiences when they are interacting with a brand.14Consumers are very much aware of the value exchange that exists at t

37、he heart of their relationship with brands and of the critical role data plays in this context:60%of consumers told us they are afraid that by 2030 they will be unable to purchase goods or access critical services without disclosing personal data.15 Brands,therefore,need to tread carefully and find

38、the balance between expectations for privacy and expectations for personalization.The dimming of personal data sharing will be a threat to the value exchange model that fuels much of the current digital economy,and this is a shift that is already taking place:24%of consumers globally say they have i

39、nstalled ad-blockers and four out of ten say they have taken actions to reduce the amount of data they share online.16 In order to gain continued access to consumers privacy data which is critical in powering effective marketing efforts,brands must deliver delightful and rewarding customer experienc

40、es.This is particularly true for luxury brands,which have typically been reliant on storefronts located in the affluent neighborhoods of urban centers or locations tied to the travel experience,such as airports and resorts.As the distribution of affluent consumers on the territory continues to be re

41、configured due to the rising popularity of work-from-home,data will be an even more important currency for luxury brands looking to reach their audiences by other means.LUXURY 2030/UNIVERSAL ACTIVISM8A New Data Paradigm TR E ND 0 2Grow First-party Data Relationships Through Pop-up EngagementsTraditi

42、onally,in order to establish direct relationships with customers for targeting and re-marketing purposes,luxury brands have relied on the concentration of affluent people in the financial districts of urban centers and within airports,as well as cookies tracking online visits to their digital proper

43、ties.Cookies will soon be deprecated,and with remote work,affluent people are living full-time in suburban or even rural areas,with little to no travel for business.Luxury brands need to explore pop-up opportunities in these areas and offer some type of value exchange in return for consumers consent

44、 to use their first-party data.Alexander Wang used a pop-up truck for its collaboration with Adidas Originals.Fans followed the mobile store on the Adidas Originals Snapchat account,and inside was the exclusive capsule collection.17Build Powerful Customer ExperiencesA lot of luxury brands still stru

45、ggle with delivering online customer experiences that are on par with what they are able to offer in their boutiques.Data and technology should be harnessed to develop applications that solve customers challenges and make online engagement a personalized and powerful extension of the brand experienc

46、e.Neiman Marcus launched an app called Snap.Find.Shop that allows users to upload images they have liked on platforms like Pinterest or Instagram and returns to the consumer recommendations for similar products in the Neiman Marcus catalogue.18Make Loyalty Truly ExtraordinaryPurchasing luxury brands

47、 is often a way for customers to signal their status.As such,rather than value-based perks,what luxury buyers seek in a loyalty program is exclusivity and one-of-a-kind experiential rewards.Luxury brands should consider the niche space their products inhabit and design rewards programs that enhance

48、and extend the social cache that comes with ownership.Rolls Royces app for its customer community Whispers provides users early on access to new content,the ability to book exclusive events,and exclusive access to global red carpet shows like the Oscars or the Grammys.19 LUXURY 2030/UNIVERSAL ACTIVI

49、SM9A New Data Paradigm-ImplicationsTR E ND 0 2 The Luxury of KnowingAnother trend well see emerge throughout the decade is a transformation in consumers way of looking at their own identity:71%of respondents in our study think that by 2030 the concept of identity will be more diverse than it is toda

50、y.20Gen Z is the most racially and ethnically diverse group in history and driving this transformation:63%of the 1824-year-olds we surveyed believe that traditional concepts of identity such as age,gender and race will be redundant by 2030.21Throughout the decade,well see new consumer communities em

51、erge and come together on the basis of shared values,shared interests and fandom rather than traditional unifying traits like shared nationality.As this new notion of identity becomes more commonplace,we will likely also see the rise of brand communities,groups of people linked together by brand fan

52、dom who are more closely aligned to a specific brands values.Emerging new ways to look at consumer identity represent both risks and opportunities for brands in the luxury sector,which are often associated with products consumers use to manifest their social status.LUXURY 2030/UNIVERSAL ACTIVISMKale

53、ido-identity TR E ND 0 310Embrace Gender FluidityAs consumers progressively move away from traditional identity markers,luxury brands will need to move away from gender and conventional demographic segmentation both in the products they craft and market and in the design of their physical stores.Flu

54、id product marketing must be embraced beyond runaway shows but rather in the everyday go-to-market of the brand.Stella McCartneys gender-inclusive collection Shared celebrates individuality and diversity.The concept the designer created is a collection that can easily be“shared”between all wardrobes

55、.Other designers followed suit,including Tommy Hilfiger,who teamed with non-binary actor and activist Indya More to launch the Summer Pre-Fall collection,TommyXIndya.22Integrate with FandomAs consumers increasingly demote traditional demographic-based identity markers to rather identify with the fan

56、doms and communities built around the pop culture franchises they are passionate about,luxury brands need to further explore how to integrate within those franchises:beyond product placement in movies and tv shows,and consider building product collections that pay tribute to pop culture juggernauts.

57、In 2022,Givenchy debuted a collection The Wonder Gallery inspired by Disneys iconic characters and is now planning for a second collection reflecting this partnership to launch in the summer of 2023.23Harness the Power of Adjacent CommunitiesConsumers not only increasingly come together in communiti

58、es predicated around pop culture fandom,they also come together in communities predicated around interests that,in some cases,intersect with luxury brands target audience.Luxury brands can monetize engagement from these adjacent communities by catering to their interests.Louis Vuitton is known for i

59、ts marketing focus on art aficionados.One of the latest examples of this is its collaboration with Yayoi Kusama,with the 2023 launch of products spanning ready-to-wear,leather goods,accessories and even perfumes inspired by the 93-year-old artists aesthetic.24 LUXURY 2030/UNIVERSAL ACTIVISMKaleido-i

60、dentity -ImplicationsKaleido-luxuryTR E ND 0 311FORCE 02Synthetic Society In the 2010s,consumers and brands alike have placed a premium on natural products and ways of living.In the 2020s,well see a widespread embrace of synthetic enhancements and virtual experiences.This chapter will examine three

61、trends:Beyond Human Virtual Sets the Standard Tech TogethernessAdvancements in biomedical and technological research will drive a significant number of consumers to become increasingly more comfortable with the prospect of using synthetic enhancements to improve their physical and cognitive capabili

62、ties:a quarter of people across China,Japan,the United Kingdom and the United States say they would consider undergoing non-essential surgery to improve their mental health.Asked about the prospect of doing so by 2030,the figure rises to a third of respondents.25Consumers increasing interest in heal

63、th and wellness is manifested in a significant uptake in time spent researching and tracking this type of information.A recent dentsu Consumer Navigator report finds that half of Americans research health and wellness information at least once a week(while only 38%did so last year),and 61%monitor th

64、eir fitness and health metrics using wearable or at-home devices at least once a week(while 52%reported doing so last year).26The intersection between technology and wellness will have an even greater role in the future:by 2030,almost two-thirds of consumers would consider having a microchip inserte

65、d into their brain to improve physical senses,extend life expectancy,improve mental health and learn new skills to improve their job prospects.27A future where enhanced humans have longer lives,access to multiple careers and rely on technology for more activities presents a radically transformed lan

66、dscape in which luxury brands need to evolve their value proposition.LUXURY 2030/SYNTHETIC SOCIETYBeyond Human TR E ND 0 113Accessorize Me+As consumers comfort level with synthetic enhancements increases,luxury brands may want to consider creating outfits and accessories that are designed to complem

67、ent,rather than conceal,prosthetics and consider partnerships with prosthetics manufacturers to develop bespoke products.Chinese jewelry brand YVMIN partnered with prosthesis-wearing Chinese model and influencer Xiao Yang to answer the question:What if prosthetics were designed like wearable art?The

68、 collaboration led to three ornamental shells that can be worn over Yangs prosthetic leg.The shells were made of resin and nylonlightweight materials that wont be an added burden to the prosthetic user.28AR Try-onsUsing technology to augment the human experience is a powerful way to open up the hand

69、s-on,sensory experience of your products to a whole new set of customers.Luxury brands can leverage AR-enabled apps to deliver try-on services to customers who dont have access to their physical stores.Cartier and Tiffanys recently launched AR campaigns on Snap to give its Gen Z community a taste of

70、 their products.29LUXURY 2030/SYNTHETIC SOCIETYBeyond Human-ImplicationsAugmented DazzleTR E ND 0 114Web3 technology development continues to accelerate,and its adoption will fuel a proliferation of immersive and dynamic customer experiences that allow consumers to interact virtually from the comfor

71、t of their own homes.Consumers interest in virtual experiences continues to grow:62%of respondents in our study said that they are more interested in discovering how technology can be used in entertainment.30 An example of the increasing appetite for interactive entertainment is esports growth in po

72、pularity.The proliferation of virtual and immersive experiences will be powered by devices such as augmented reality(AR)glasses,wearable devices and haptic suits that will more commonly be found in our homes to allow a greater number of consumers to enhance interactions and take them to a multi-sens

73、orial level.The emergence of the Metaverse the new layer of Web3-enabled experiences will signify the transition from the read/write version of the internet we have today to its read/write/own evolution,where new forms of currency and ownership will create new opportunities for luxury companies to m

74、onetize their brand differentiation.LUXURY 2030/SYNTHETIC SOCIETYVirtual Sets the Standard TR E ND 0 215Democratize(Digital)ExclusivityDigital ownership allows luxury brands to go downstream and open up to a less affluent target market without devaluing their physical products,making digital version

75、s of their designs available for use within video games and virtual environments at affordable prices.Guccis Virtual 25 sneakers started selling at$17.99 via in-app purchases from the Gucci or Wanna AR apps.Users could“try on”the sneakers and wear them in other virtual worlds,including VR Chat and R

76、oblox.31Gaming Collabs=Next Gen Street CredYounger consumers increasingly spend more time gaming and watching esports than traditional sports.Integrating within popular gaming franchises is a way for luxury brands to gain street cred with younger audiences and shake off any old world perceptions the

77、y may be associated with.Even though most gamers may not be able to afford a designed handbag,plugging your brand into the gaming world is a way to communicate to the market you are connected with the fashion sense of the hip crowd,very much like taking clues from alternative,indie rock and grunge d

78、id in the 1990s and early 2000s.Gaming and esports are also transforming from hobbies into revenue-generating careers and extremely profitable ones for those who excel and,indeed,fall into luxury brands target audience.Louis Vuitton is one of the luxury fashion brands thats been most active in integ

79、rating with the gaming world.Specifically,LV has focused on partnerships with Riot Games League of Legends franchise,calling designer Nicolas Ghesquire to dress two avatars(Qiyanna and Senna)in the game and eventually launching a capsule collection inspired by the game in 2019.32The New Horizon for

80、ExclusivityNFTs are proving to be a good opportunity for companies in the luxury sector to monetize further the sense of exclusivity they have built over time through their brands.While less relevant for brands in other verticals,the notion of unique digital assets lends itself to an industry foreve

81、r bound to the notions of rarity and exclusivity.Italian luxury fashion house Dolce&Gabbana was the first to release a 9-piece NFT collection Collezione Genesi which sold for a shocking$6 million.33 LUXURY 2030/SYNTHETIC SOCIETYVirtual Sets the Standard-ImplicationsInteracting with Next Gen Customer

82、sTR E ND 0 216Our dependence on technology as a means to connect and socialize with each other continues to increase.This trend will increase throughout the decade as friendship,intimacy and companionship become powered by emerging tech-enabled shared experiences.In this environment,brands will need

83、 to explore new ways of communicating with and engaging potential customers,solving for use-cases that address consumers desire for brand interactions that they can partake in with their peers and other members of emerging brand communities as opposed to doing so on their own.As technology evolves o

84、ver the next decade,we can expect it to create new opportunities for companionship,with new products and services addressing consumers with differing abilities,interests and needs and new solutions that complement different lifestyles.Technology will be a driving force in democratizing human connect

85、ion and relationships,and luxury brands will need to find ways to integrate within this new landscape while at the same time retaining the sense of exclusivity that sets them apart.LUXURY 2030/SYNTHETIC SOCIETYTech Togetherness TR E ND 0 317Virtual Showrooms&RunwaysAs virtual environments become mor

86、e prevalent in an increasingly remote world,luxury brands need to continue developing experiences that enable consumers to get exposed to new designs and interact with them when access to the physical object is not possible,whether its by hosting runaway shows in virtual environments like Decentrala

87、nd or standing up boutiques in open-world videogames like Roblox,or launching AR-enabled apps where consumers can try on watches or jewelry before ordering.The Watches of Switzerland Group,the U.K.s largest luxury watch retailer,now boasts a virtual boutique providing enhanced person service via Vee

88、24 technology.34DIY Dazzle It YourselfTechnology is opening up new opportunities for companies to get closer to consumers and create new forms of engagement that deliver the sense of exclusivity and the status consumers seek in their relationships with luxury brands.An instance of this is the use of

89、 configurator tools in consumer-facing digital experiences,allowing customers to customize an item and make it unique.Gucci DIY,launched during Alessandro Micheles tenure as creative director for the fashion house,lets online customers interpret Guccis aesthetic by customizing items like bomber jack

90、ets and sneakers with appliques of some of the brands iconic symbols(hearts,bees,etc.).35From Runway to EverydayLuxury brands can leverage technology to get closer to consumers,for instance,using it to simulate how their designs that are admired on the runway will look in real life,on real people(vs

91、.models).Levis recently partnered with Lalaland.ai to allow its online shoppers to see the clothes modeled by AI-generated figures,reflective of every age,size,skin tone and body type.36 LUXURY 2030/SYNTHETIC SOCIETYTech Togetherness-ImplicationsLuxe the One Youre WithTR E ND 0 318vFO RC E 0 3Bigger

92、,Bolder BrandsOver the last decade,consumers have become more empowered,with increasing choice and the ability to engage with brands on their own terms.In the 2020s,the focus will shift to how brands can help meet consumers needs more effectively across all aspects of daily life.This chapter will fo

93、cus on three trends:Rise of the Titan Brands Every Brand is a Health Brand 5-star CitizensLUXURY 2030/BIGGER BOLDER BRANDSRise of the Titan Brands TR E ND 0 120In the digital age,brands like Amazon and Alibaba have stood out and expanded their footprint across Western and Eastern markets,respectivel

94、y,based on the convenient customer experiences they are capable of delivering in a growing number of focus areas.By 2030 we will see a few select brands like these become quasi-omnipresent lifestyle partners that consumers turn to for an increasingly wider range of products and services beyond just

95、retail and entertainment and bleeding into healthcare,financial services,and even services that are typically provided by public institutions like governments.These titan brands will continue to gain market share and expand their remit by virtue of acquisitions.As the ecosystem consolidates,function

96、ality and loyalty will become more important factors for brands looking for continued relevance and differentiation.This environment will fuel customer expectations from brands across the board,as consumers have become accustomed to benchmark experiences laterally,meaning they expect brands in any s

97、ector to deliver on par with the best customer experiences a brand has offered them.Luxury brands will need to both seek out ways to integrate within the titan brand dominated marketplace of the future and accelerate the development of robust customer experiences that can compare with those delivere

98、d by best-in-class players.Curate the Online Marketplace ExperienceOnline marketplaces like Amazon have essentially turned into search engines for consumers when they are in a shopping mindset:whether they already know which brand or item they want to buy or not,their level of confidence in the vend

99、or for price competitiveness and delivery options drives them to,at minimum,use it as a sounding board before they move forward with a purchase elsewhere,in a physical store or on some other digital property.Marketplace experiences,however,dont have to be bare-bones.Luxury goods manufacturers need t

100、o optimize how their products show up in these environments,to make sure their brands are done justice.Amazon just announced several partnerships with designer brands that are now available for purchase within the marketplace,including Michael Kors,Gucci and Jimmy Choo.37Establish Your Own Titan Lux

101、ury EcosystemAs consumers look to rely on a fewer number of businesses for a wider range of products and services,luxury brands may consider branching out via partnerships and acquisitions to expand their remit to a broader set of sub-categories in the luxury sector(e.g.,fashion,jewelry,hospitality,

102、beverages,etc.)In 2019,LVMH completed its acquisition of the Belmond Group to increase its presence in the luxury hospitality sector.38Integrate with Shoppable Media HubsAs consumers increasingly trust a more limited number of brands for a growing variety of services,media&entertainment providers wi

103、ll grow in stature as the primary vehicle that links culture,products and end users.This will go hand in hand with the growth of phenomena like livestream commerce and the explosion of shoppable entertainment,where we will instantly and contextually buy what a character in Succession is wearing whil

104、e we experience the show.The lines between media and retail will blur,and this,for luxury brands,will occur in several programs that celebrate craft and lavish lifestyles.Amazon has already bridged the gap between entertainment and fashion retail with Making the Cut,a Primevideo Heidi Klum&Tim Gunn

105、hosted a designer competition where winning looks are sold on the Amazon marketplace as soon as new episodes air,while Louis Vuitton launched its first sales-enabled livestream on Xiaohongshu in March 2020.39 LUXURY 2030/BIGGER BOLDER BRANDSLUXURY 2030/BIGGER BOLDER BRANDSRise of the Titan Brands-Im

106、plicationsConvenient CommodityTR E ND 0 121The COVID-19 pandemic has further engrained the importance of health and wellness in every aspect of consumers lives,highlighting the pivotal role healthcares mission plays in the functioning of our society.Beyond that experience,health and wellness-focused

107、 products continue to garner consumer favor,showing how predominant health education,fitness tracking and other habits catering to a healthier lifestyle have become in our daily routines.This shift in consumer attitudes will reward brands across all industry sectors that can amplify their health sto

108、ry perhaps communicating how they are making sure their employees work in healthy and safe environments and can convincingly integrate health and wellness within their value proposition.Luxury brands will also need to find ways to do so,highlighting how the sense of indulgence they inspire in their

109、customers and the premium quality materials they use in their products go beyond the status of perk and can benefit mental and physical wellness.LUXURY 2030/BIGGER BOLDER BRANDSEvery Brand is a Health Brand TR E ND 0 222Highlight the Wellness Value of IndulgenceThe subject of health and wellness has

110、 proved to be a very popular topic for luxury brands to tap into since the pandemic breakout.Luxury products are easily associated with luxurious retreats and self-care activities,remarking the value that occasionally indulging has for our mental health.One of the key ways luxury brands highlight th

111、eir connection with wellness is by providing tools to foster creativity,which provides benefits to our mental and emotional health.In this spirit,jeweler and watchmaker Chopard launched a campaign called Stay Happy in 2020,comprising drawing challenges,music playlists and other activities encouragin

112、g consumers to cultivate and indulge in happiness and creativity daily at the height of the Covid crisis.40Luxury+Big Tech=Wealth Meets HealthToday,consumers looking for a status symbol accessory are most often being forced to choose between craft celebrating artisanal traditions(think Rolex)and tec

113、h-enabled wearables that can track fitness regimes,monitor health metrics and meet our growing demand for tools that promote wellness(think FitBit).Eventually,luxury brands will need to partner with big tech to create new product lines that satisfy affluent consumers desire for both without having t

114、o choose one or the other.The multinational jeweler Graff launched a partnership with streetwear tech brand Beats that resulted in a line of diamond and ruby-embellished wireless headphones that retailed for$750,000.41Healing FashionLuxury brands will want to respond to consumers focus and health an

115、d wellness by exploring how they can produce garments and accessories that protect and nourish the human body,looking into solutions like vitamin infusion in their materials,collagen infusion and sun protection.Several fashion brands,including IVL Collective and Seattle athleisure brand Buki use oce

116、an collagen to make their fabrics softer and healthier from a skincare standpoint:for instance,IVL claims that through the polymerization of collagen peptide and polyester,its able to provide 3x higher the moisture rate than regular poly.42 LUXURY 2030/BIGGER BOLDER BRANDSLUXURY 2030/BIGGER BOLDER B

117、RANDSEvery Brand is a Health Brand-ImplicationsHealthy IndulgencesTR E ND 0 223In the digital age,customer reviews have become a popular tool to validate brands products and services.As the market consolidates on the path towards 2030 as a result of consumers increasing reliance on a fewer number of

118、 brands providing a wider range of products and services,we will also see brands become more selective in terms of the customers they decide to reward,in some instances going to the extent of rating which consumers they want to do business with.The nature of these ratings will vary depending on the

119、companies involved:hospitality brands may select customers based on their past behavior in resort facilities,while lifestyle brands may lean towards those who can count on a higher number of followers on social media.Personal reputations will become a prized asset,and the incentives awarded by brand

120、s to 5-star citizens will contribute to driving responsible behaviors in a Black Mirror-style scenario where rankings are used to measure our effectiveness,helpfulness and social status in both the professional and public context.Luxury products are often seen as an indicator of someones social stat

121、us.As consumers,businesses and public institutions gradually reframe the way in which someones social stature is defined,measured,and perceived,they will need to develop new ways to partner with the customers that best embody their values and are the most effective advocates for their products and s

122、ervices.LUXURY 2030/BIGGER BOLDER BRANDS5-star Citizens TR E ND 0 324Reward Luxury CareLuxury products are manifestations of a status symbol that live up to their promise when they are maintained in pristine conditions.Today,most rewards programs in the luxury sector feature a tier system.As rating

123、consumers becomes an expected business behavior,luxury brands should reward customers who can demonstrate they are poster child brand ambassadors by taking excellent care of their exclusive products and by renewing their warranties with perks that allow them to climb in the tier structure,or vice ve

124、rsa offer care services as perks for recurring customers.Brunello Cuccinelli is offering a lifetime of wear from a single garment,with all post-purchase repairs being carried out for free.43 Neiman Marcus offers services such as alterations,fur storage,engraving and monogramming to customers who ear

125、n a Perk Card thanks to repeat purchases.44Bond on Supporting GoodLets face it:oftentimes,luxury companies customers can harm the reputation of the brands they wear,flaunting rather than celebrating their products and turning exclusivity into elitism.But thats not always the case,and embedding respo

126、nsible behaviors in the relationships they build with their customers,and celebrating those who do good as a result of it,is a sound strategy for luxury brands to disprove the stereotype.In addition to exclusive products,events and free repair service,Swarovskis rewards program,Crystal Society,creat

127、es an emotional connection with the customer community by inviting members to participate in the Swarovski Waterschool project,an initiative that ensures clean water for schools across the globe and delivers education on proper sanitation,hygiene and water issues.45 LUXURY 2030/BIGGER BOLDER BRANDS5

128、-star Citizens-ImplicationsYou Are Who Wears YouTR E ND 0 325vFORCE 04The Human DividendIn the 2010s,we focused on integrating digital technologies into the everyday aspects of our lives and of business operations.In the 2020s,attention will shift toward those traits and capabilities that make us hu

129、man,leading to a renewed celebration of what makes us unique.This chapter will discuss three trends:What Robots Cant Do Objective-free Play Emotion Trumps ObjectivityThe increased pace of technology development and adoption is integral to several of the trends outlined in this white paper.At the sam

130、e time,the proliferation of automated and tech-enabled experiences will also,by reaction,inspire a rediscovery of services delivered by humans.At the same time,AI adoption will see a greater amount of repetitive,back-end activities becoming automated,while front room customer experiences will benefi

131、t from bespoke,authentic human interactions and white glove service:4 out of 10 respondents in our study said they would consider using AI and robotics to perform household tasks,while almost 3 in 10 would consider allowing these technologies to care for a child unsupervised.46The widespread adoptio

132、n of AI will drive a newly found appreciation for inherently human qualities such as creativity,craft,empathy,and humor.Brands that showcase these attributes will be seen as an oasis by consumers looking to distance themselves from an increasingly automated and efficient world.Luxury products are in

133、herently associated with bespoke service,superior craft and unique design and will,therefore,naturally fit in this new environment.In fact,their ability to develop new and original ways to manifest these qualities will be one of the main areas in which they will differentiate from category competito

134、rs.LUXURY 2030/THE HUMAN DIVIDENDWhat Robots Cant Do TR E ND 0 127Celebrate Human CreativityAs consumers increasingly react to the proliferation of technology in their day-to-day life by placing a more significant premium on human qualities and what is uniquely human,theyll reward further the luxury

135、 brands that celebrate uniquely human qualities like artistic creativity by launching collections inspired by iconic artworks of the past.At Parish Fashion Week 2020,Hermes showcased an Autumn/Winter collection inspired by Dutch minimalist painter Piet Mondrian and his abstract grid style of paintin

136、gs.47Champion Innovators and EntrepreneursAnother aspect of the human experience that luxury brands should highlight and support is the spirit of innovation and entrepreneurship.Several luxury brands started as maisons or ateliers,the studio where an individuals vision came to life.Luxury brands sho

137、uld strive to remark on this connection as consumers react to the proliferation of automation with a higher interest in human qualities.In 2017 LVMH created the LVMH Innovation Award,recognizing excellence,creativity,and innovation from promising start-ups from France and other countries.48Next Gen

138、Personal ShoppingWhen consumers give their business to luxury brands,they expect a VIP experience in return.Even in an increasingly remote and tech-enabled world,customers expect luxury brands to provide white-glove service where technology is only a conduit for bespoke human interactions and concie

139、rge services.In 2019 Cadillac Canada launched Cadillac Live,a first-of-its-kind digital car shopping experience that offers one-on-one human interactions in the context of a digital showroom.A 10,000-square-foot film studio in Toronto was transformed into an online showroom where trained live agents

140、,connected to customers via any mobile or desktop device,explore models in the Cadillac line on behalf of customers.The experience has proven particularly relevant as the pandemic lockdowns made physical dealerships off-limits for a period of time and has since been adopted in the U.S.49LUXURY 2030/

141、THE HUMAN DIVIDENDWhat Robots Cant Do-ImplicationsHuman Is TimelessTR E ND 0 128As technology takes care of increasingly more tasks tied to our productivity,we will seek new ways to spend our spare time.The pandemic lockdowns functioned as a forced test bed for this future,with many using the time a

142、way from their place of work to upskill themselves and pick up new hobbies,like learning how to play an instrument or repair their household.Some will also react to the proliferation of technology by using their spare time to disconnect completely and go offline:almost half of people globally expect

143、 to take periods away from using technology over the next five-to-ten years.50Several brands will develop products and messaging that cater to those who enjoy unproductive leisure pursuits,relaxation,and being fully disconnected from technology and media.This will represent a significant shift from

144、the optimized lifestyle consumers pursued in the 2000s and 2010s taking advantage of the tools and platforms that came to fruition because of the digital revolution.Many customers will seek more serendipity,surprise,and adrenaline from their leisure pursuits.During the next decade,luxury brands must

145、 find ways to integrate with these emerging mindsets to ensure they complement consumers new spare time pursuits.LUXURY 2030/THE HUMAN DIVIDENDObjective-free Play TR E ND 0 229Craft-enable the ConnoisseursPart of the appeal that comes hand in hand with buying beautiful things is not only owning them

146、 but being able to stand out as a subject matter expert in how they are made and how they work.As consumers spend more of their spare time upskilling themselves,luxury brands will need to abandon the new is paramount mindset and expand their repair offerings,creating educational content showing owne

147、rs how their items are being made and how they are getting fixed.In 2012,Van Cleef&Arpels founded LEcole,its School of Jewelry Arts in Paris,the only educational and cultural institution in the world to open the doors of the jewelry world to the general public,welcoming all who are eager to learn re

148、gardless of age or experience.In addition to the Paris school,the program also includes classes that are toured worldwide,most recently in Japan.51End-to-end Luxury VacationsConsumers save to go on luxury vacations,sometimes as a way to experience a lifestyle that goes beyond their day-to-day.But go

149、ing on a luxury vacation and being surrounded by travelers who are wearing luxury items that clearly denote a different financial status can be pretty alienating.As consumers look for novel opportunities to disconnect from their everyday routines,luxury brands should explore partnerships with travel

150、&hospitality companies to offer end-to-end branded packages where the rental of luxury fashion and accessories is included in the vacation.Through an exclusive partnership,W Hotels enables guests will have insider access to browse Rent the Runways Unlimited Closet and have orders delivered directly

151、to their destination no shopping,packing or baggage required,saving time and money without sacrificing style.52Gamify Luxury OwnershipGaming is becoming an increasingly popular way for consumers to disconnect from their responsibilities and engage in objective-free play.Luxury brands can connect wit

152、h the growing gaming audience by building branded environments within games or connecting their products to gaming IP.TAG Heuer,the Swiss luxury watch brand part of LVMH,recently launched a Super Mario-connected watch as part of an ongoing partnership with Nintendo.The iconic character on the watch

153、serves as a cheerleader prompting users to meet their daily step goals.53LUXURY 2030/THE HUMAN DIVIDENDObjective-free Play-ImplicationsDedicated Followers of FashionTR E ND 0 230As content production becomes increasingly automated with the adoption of tools like ChatGTP,consumers will begin to crave

154、 authentic interactions,entertainment and artifacts.Today,more than half of consumers say that they have trouble sifting fact from fiction in the digital world.54Misinformation in media,specifically social media,is fueling consumers concern over fake news.Now,the emergence of AI-generated content,as

155、 well as deepfakes that perfectly mimic the human form,are exacerbating skepticism towards the information we are being offered by corporations.As a result,consumers now rely on emotional truths and often choose to trust the information that caters to their beliefs,often finding themselves in echo-c

156、hambers created by targeting algorithms.In this environment,brands have a responsibility to combat misinformation while leveraging these platforms to reach their audiences.Luxury brands will need to fight fakes in their own field and leverage technology to unmask counterfeited products,as well as be

157、 transparent about their own usage of AI in the creation of marketing content and the development of customer experiences.LUXURY 2030/THE HUMAN DIVIDENDEmotions Trumps Objectivity TR E ND 0 331Fight Counterfeiting with Cryptographic AIAs consumers continue to struggle to distinguish between real and

158、 fake information online and e-commerce continues to grow as the preferred shopping channel,the massive market for counterfeit goods estimated at$1.8 trillion is destined to grow.Luxury brands should consider investing in cryptographic AI technology to add invisible signatures to the packaging of th

159、eir original products and provide end-customers ease of mind.Companies like Ennoventure and Neurotags provide brands with the ability to provision a unique,secure and traceable identity for each product.Their software continuously monitors any attempts at unauthorized distribution.55Be Transparent A

160、bout Generative AI UseGenerative AI is an up-and-coming technology gaining incredible momentum:for instance,ChatGPT recently reached 1 million users in only 5 days(vs.75 days it took for Instagram to reach the same level of adoption and the 150 days it took Spotify),igniting discussions in the media

161、 and among the public about the viability of generative AI and about its potential implications for businesses and society.While AI holds incredible potential in accelerating luxury brands business,theyll have to keep an eye open on consumer expectations towards its use in product design,services,an

162、d communications.A recent dentsu Consumer Navigator report finds that 73%of U.S.consumers think that brands should disclose to consumers if a product was designed with AI,and 78%of them say brands should disclose to consumers when they are having interactions powered by AI(like a chatbot or a virtua

163、l influencers).56 LUXURY 2030/THE HUMAN DIVIDENDEmotions Trumps Objectivity-Implications Keeping It RealTR E ND 0 332vImplications RecapIn this report,we explored the four major forces informing the evolution of consumer habits and expectations over the next decade and discussed the twelve trends em

164、anating from those forces,as outlined in our study The Age of Inclusive Intelligence.Seeking to determine how luxury companies can-or in some cases have already started to evolve their offerings and business models to keep and gain market share throughout the unfolding tensions at play,we mapped sec

165、tor-specific implications that we foresee these trends may set in motion.Here is an overview of the implications and opportunities the luxury sector is expected having to navigate on its path to 2030.TREND 02Objective-free playWe extend the frontier of tech-assisted work Craft-enable the connoisseur

166、s End-to-end luxury vacations Turn luxury gifting into TREND 01Acclimatize nowFair fashion:Re-CHIC-led product development Sustainable marketing&merchandising Take the lead in the second-hand marketTREND 02A new data paradigmThe luxury of knowing:Grow first-party data through pop-up engagements Buil

167、d powerful customer experiences Make luxury loyalty truly extraordinaryTREND 01Beyond humanAugmented dazzle:Accessorize me+High luxury AR try-onsTREND 03Kaleido-identityKaleido-luxury:Embrace gender fluidity Integrate with fandom Harness the power of your brands communityTREND 02Virtual sets the sta

168、ndardInteracting with next gen customers:Democratize(digital)exclusivity Gaming collabs=next gen street cred The new horizon for exclusivityTREND 03Tech togethernessLuxe the one youre with:Virtual showrooms&runways DIY=Dazzle It Yourself From runway to everydayTREND 02Every brand is a health brandHe

169、althy indulgences:Highlight the wellness value of indulgence Luxury+big tech=wealth meets health Healing fashionTREND 01Rise of the titan brandsConvenient commodity:Curate the online marketplace experience Integrate with shoppable media hubsTREND 035-star citizen You are who wears you:Reward luxury

170、care Bond on supporting goodTREND 01What robots cant doHuman is timeless:Celebrate human creativity Champion innovators and entrepreneurs Next gen personal shoppingTREND 03Emotion trumps objectivityKeeping it real:Fight counterfeiting with cryptographic AI Be transparent about generative AI useFORCE

171、 04The Human DividendFORCE 01Universal ActivismFORCE 02SyntheticSocietyFORCE 03Bigger,Bolder BrandsSources1.Why Everyone Thinks a Recession Is Coming in 2023(CNBC).2.Wave 40:Pandemic&Economic Sentiment April 2023(dentsu Consumer Navigator).3.Consumer Market Insights-Luxury Goods Worldwide(Statista).

172、4.Who Wins in Recessions?The Rich and the Lucky(Forbes).5.How Luxury Went Local in 2021(Bain and Company).6.E-commerce Share of Personal Luxury Good Sales Worldwide from 2017 to 2025(Statista).7.The Age of Inclusive Intelligence:Universal Activism(dentsu).8.The Age of Inclusive Intelligence:Universa

173、l Activism(dentsu).9.The Most Sustainable and Ethical Luxury Fashion Brands(EcoCult).10.The Rise of Sustainable Media(dentsu&Microsoft).11.A World in Equilibrium(Gucci).12.NRF 2023 Rewind(dentsu).13.The Age of Inclusive Intelligence:Universal Activism(dentsu).14.Is Your Data Holding Back Customer Ex

174、perience?(Merkle).15.The Age of Inclusive Intelligence:Universal Activism(dentsu).16.The Age of Inclusive Intelligence:Universal Activism(dentsu).17.5 Luxury Brands That Bet Big on Pop-Up Stores(Storefront).18.How is Personalization Enhancing the Experience of Luxury?(Luxury Abode).19.Rolls Royce Wh

175、ispers:The Wolrds Most Exclusive Members Club(SupDeLuxe).20.The Age of Inclusive Intelligence:Universal Activism(dentsu).21.The Age of Inclusive Intelligence:Universal Activism(dentsu).22.6 Luxury Fashion Brands Going Gender Neutral(Gotham).23.The Biggest Fashion Collaborations of 2022 So Far(Womens

176、 Wear Daily).24.Louis Vuitton Goes Big with Yayoi Kusama Collaboration(Womens Wear Daily).25.The Age of Inclusive Intelligence:Synthetic Society(dentsu).26.Healthcare 2023(dentsu Consumer Navigator).27.The Age of Inclusive Intelligence:Synthetic Society(dentsu).28.These Jewelry Designers Turned Pros

177、thetics into Wearable Art(Amputee Store).29.Cartier and Tiffany are getting into AR to sell luxury to Gen Z(MIT Technology Review).30.The Age of Inclusive Intelligence:Synthetic Society(dentsu).31.A Virtual Steal:The Digital Gucci Sneakers for Sale at$17.99(The Guardian).32.Louis Vuitton and League

178、of Legends Team Up for a Capsule Collection(Marie Claire).33.Dolce&Gabbana Bags$6M from Fashion NFT Collection“Collezione Genesi”(Blockchain News).Sources(cont.)34.Luxury Watch Retailer Creates Virtual Boutique Experience(Retail Customer Experience).35.The Luxury Brands Taking Personalisation to a N

179、ew Level(Lifestyle Asia).36.Levis to Begin Using AI Generated Models(Pymnts).37.Amazon Introduces Big Name Designers Store to Its Platform(The Street).38.LVMH Increases Presence in Luxury Hospitality Sector with the Acquisition of Belmond(LVMH).39.Louis Vuitton Held its First Livestream on Xiaohongs

180、hu(China Trading Desk).40.Health and Wellness Is Luxurys New Favourite Marketing Tool.Heres Why.(Luxury Society).41.Tech Jewellery:Wearable Luxury Makes for Glamorous Gadgets(Jewellery Insights by Katerina Perez).42.Skincare Pyjamas and CBD Leggings:The New Era of Wearable Beauty Is Here(Vogue).43.“

181、Luxury Is That Which You Can Repair”Why Renewable Fashions Time Has Come(Vogue).44.Loyalty for Luxury Shoppers:A Game of Perks(Annex Cloud).45.5 Examples of Experiential Rewards for Luxury Brands(Smile.io).46.The Age of Inclusive Intelligence:The Human Dividend(dentsu).47.15 Times Fashion Designers

182、Got Inspired by Iconic Artworks(Hello India).48.The LVMH Innovation Award(LVMH).49.Cadillac Launches First-Of-Its-Kind Digital Car-Shopping Experience(Retail Insider).50.The Age of Inclusive Intelligence:The Human Dividend(dentsu).51.LCOLE,School of Jewelery Arts returns to Japan in 2023(Van Cleef&A

183、rpels).52.Rent the Runway Partners with W Hotels So You Can Pack Lighter(CNBC).53.Tag Heuer to Launch Super Mario Connected Watch(Womens Wear Daily).54.The Age of Inclusive Intelligence:The Human Dividend(dentsu).55.New AI Cryptographic Technology Can Help Combat Counterfeiting(Forbes).56.Generative

184、 AI 2023(dentsu Consumer Navigator).About UsDentsu is the network designed for whats next,helping clients predict and plan for disruptive future opportunities and create new paths to growth in the sustainable economy.Taking a people-centered approach to business transformation,we use insights to con

185、nect brand,content,commerce and experience,underpinned by modern creativity.As part of Dentsu Group Inc.(Tokyo:4324;ISIN:JP3551520004),we are headquartered in in Tokyo,Japan and our 65,000-strong employee-base of dedicated professionals work across four regions(Japan,Americas,EMEA and APAC).Dentsu c

186、ombines Japanese innovation with a diverse,global perspective to drive client growth and to shape society.Visit:;.Is your brand exploring how to innovate its marketing approach and differentiate from industry competitors?Get in touch with us now.Andrea Wilson,SVP,Strategy,dentsuXJack Boitani VP Content,dentsuThanks to our Contributors:Contact Us