In practically every project I am involved in, across all product and service categories, there is one common theme: The rate of change and disruption is unprecedented. Brands that were successful just two or three years ago suddenly see themselves confronted with a massive shift in client expectations, plus Gen Z is becoming rapidly more influential and powerful as a customer group for the luxury industry.
On top of the change in the client setup, luxury brands are confronted with an unprecedented technology shift that will make the first digital revolution that hit luxury brands in the 2010s seem like something uneventful. What is to come between now and the end of the decade will change the entire way brands have to operate, from strategy and creativity to implementation.In many of my luxury masterclasses, I regularly ask participants whether they remember any advertising that they saw on Instagram or TikTok since the mornin