53 thoughts on “The trends for 2019?”

  1. In order to stay competitive, luxury brands need to follow trends which will probably be very successful in the future.

    One of the major trend is the rise of experiential luxury. Consumers are nowadays more focus on experience than product itself (they care less about possessing material objects). In their purchasing act, they are looking for unique moments, rich in emotion. This is even more obvious with GenZ.
    Companies stake is to deliver an online shopping experience: they started developing clear standards to provide the same experience to people visiting store and website. They produce better polity of shipment, quality of packaging and clarity of communication thanks to the digital distribution. The luxury market still need to improve itself in this domain. It took a while to luxury firms to adopt digital, so now they try to propose very innovative experiences and services.

    Moreover, artificial intelligence is now everywhere: brands developed more and more AI assistants. Even in smartphones, there are personal assistants pre-installed (Apple’s Siri).
    This technology can lead consumers to rely on their devices suggestions rather than making decisions based on personal experience. That means that luxury companies should have to change their communication strategy with affluent consumers. They need to be reactive in order to adjust their offer and be in phase with leading trendy technologies.

    Customers are expecting easy and instant luxury experiences. To respond to this demand, voice-controlled eCommerce has been created. It is more convenient than typing and can install kind of a human-computer relationship. This new way of interacting allows brands of this sector to influence easily internet-users purchase behaviors. Also, as a retail channel, this technology provides exceptionally fast and convenient service at a minimal cost and with the capacity to scale effectively.

    One the other hand, luxury brands started using augmented reality to provide better shopping experience. This technology is perfect to complete in-store experience: customers can naturally interact with products and get every information they want to.
    Also, brands such as Tiffany & Co have developed app where it is possible to virtually try on rings for example. This is definitely an added value because it helps customers in purchasing decision making.

  2. Millennial trend : This new trend is driven by emotional, not material need. People in this trend are called Generation Y. Most of them are digital natives. It means that they are always connected to technology.

    Personnalisation: This is the new most important point for a product. Nowadays, people are actually looking for something more personal and they want a product “made by themselves or something that reflects their personality.

    Accumulation: This is the new trend especially in the jewelry sector. The point of this new trend consist of wearing a multitude of jewelry. Usually brand are trying to create collections that offer jewelry that can be worn together.

  3. There are many trends in luxury such as the promotion of know-how, the promotion of legendary brands, digital in stores, etc.

    But in my opinion, of these trends and by the constant evolution of the market and consumer needs, other trends (axes) will influence the luxury market in the coming years.

    – “Bio future” : consists in focusing on organic and/or biological solutions to reduce the industrial side as much as possible and have a positive environmental impact.

    – “Robomania” : the emergence of the futuristic myth and the search for the use of new technologies. Constant innovation objective to differentiate oneself as much as possible.

    – “Scrap-expression” : A new trend that is tending to develop more and more and aims to promote social cohesion, creativity and exchanges (consumer and luxury house) through events organized by the brand.

  4. Ethical behaviors

    Today’s generations are highly connected and informed about everything that is happening in the world. That is how they know about how bad the planet is and how important it is to act and consume in a more ethical way.
    The luxury industry has understood this topic very well and although there are brands that do not dare to change their policies, most of them are making sustainability the mains topic of their actions.
    This goes through less use of fur, more ethical conditions of fabrication, more ethical leather, actions taken with foundations or NGOs, capsule collections, found collects etc….
    Brands that don’t take real actions for a more sustainable world are targeted and a finger is pointed at them… RSE is more and more important and people are willing to pay more for a brand that is fully sustainable.
    The WWF report Deeper Luxury, defined authentic luxury brands as “those that provide the greatest positive contribution to all affected by their creation and that identify their consumers as having the means and motivation to respect both people and planet”.

    Luxury is about who I am and not about what I have / Emotional gain becomes more important than heritage and tradition

    Luxury consumers are not consuming the same thing as they used to be. More and more, the experience is becoming the first criteria for a purchase, above the product itself.
    And for 2019, this trend is only going to be stronger.
    This still goes with the new generation, more informed they already know everything about the brand heritage and the product.
    What is crucial in the decision process is how they are going to be valued by the brand and the experience they are going to live.
    Multiple of things answer to that trend and keep being developed.
    First of all, innovation is at the heart of the personalization process, thanks to digital in-store experiences, virtual reality, and of course omnichannel strategies set up by brands.
    This was for the part of the emotional gain and the customer experience.
    “Luxury is not about what I have, it is about who I am”.
    The next challenge for luxury brands is to create a real message through their product and develop new, strong, ethical values.
    A luxury consumer won’t purchase only for its aesthetics qualities and the fame of the brand, but also and more importantly for the values of this brand and the message it spreads.

    Secondary market

    People are more and more educated to the secondary market and they know the value of the brands so they don’t mind buying from someone else.
    Millennials and GenZ and very sensitive to the topic of sustainability and environment, so buying a bag or a piece of clothes that has already been worn is no matter to them, on the contrary it is in adequacy with their personal values and beliefs.
    Luxury consumers become less and less reluctant to that kind of market because they feel like they can afford more luxury goods for a more reasonable price. Furthermore, the quality is controlled by the different websites so the customer is always sure about the authenticity of the product.
    The second-hand market also opens to a whole new type of consumer. In fact, the upper middle class is now able to purchase a luxury product for a more interesting price.
    Although the topic of secondary market is very controversial regarding the brand image and exclusivity, it can also be seen as an opportunity for luxury brands to extend to those new consumers and generate new offer that could later lead to purchases to the brand directly.
    The resale market will be a market worth $41 billion by 2022, up from $20 billion in 2017, according to a 2017 Thredup Report.
    There are many examples of secondary market platforms that are encountering real success:
    – Vestiaire Collective (apparel and leather goods)
    – RealReal
    – Rebag (app for selling bags)

  5. Trends observing regarding the luxury sector:

    Ethic: We saw during the past 2 years, a new lifestyle focus on good behaviour regarding the environment and the human resources. People are more aware about what’s is really happening in countries who do not respect the planet or even the human’s right. Then, consumers are changing their habits and purchases depending on the brand’s related activities. It’s exactly the same process for luxury brands. Therefore, they decided to line up with this “green “request. Now, those brands are deeply engaged in culture, environment and social cares. The latest example is Chanel with the decision made by Karl Lagerfeld to stop the use of animal’s leathers and fur. We can definitely expect that brands will follow this trend.
    Humorous: In order to get closer with their clients and overall the public, brands are trying to be more original than ever. To reach this goal, some trends gently appearing as the humorous strategy based on the “fun effect”. The main idea is to offer a fun content and to put a smile on faces. This trend is used by LVMH group which made fun of itself and its luxury brands in a video. Not later than 3 days, Chanel put online a funny video for its “follow me” watches campaign. The French actress Camille Cottin reputed to be the typical Parisian woman, is making some jokes and jump literally in the river to catch a taxi.
    Democratisation: After the crisis the global demand from the consumers was more transparency and tangible arguments regarding the offer of luxury brands. In order to maintain their luxury level, they decide to hardly communicate about their authenticity, heritage and craftmanship. This strategy keeps their legitimacy to be a part of the luxury sector. For purpose of to communicate it, they set up different support or event such as LVMH with “Les journées particulières”. They show to the large public the incredible know how of their brands using animations which put in the front row the artisans.

  6. Three trends of tomorrow:

    1. Casual wear
    For the past year we have seen luxury houses proudly embrace the sneaker trends, especially to attract millennials.
    This item has not only become symbolism for casual wear or sports wear it has now become a fashionable one. There has been a major change in the production of goods for different types of brands, whether they are accessible or not.
    Nike and Adidas for example have shown to offer a variety of sneakers, which seems to diversify itself more and more with the trend continuously growing. They constantly offer new types of shoes, with new colors, designs, features in order to answer to the desires of many.
    However, luxurious houses have too decided to take on the item and make large sums of money off it. Balenciaga for example has commercialized for the past year different collection so of sneakers, such as: Triple S and Speed trainers, costing approximately 750-995£. Louis Vuitton, the leather goods star has decided to inspire themselves from Balenciaga to offer a new variety of trainers in their pret-à-porter sector. Another brand who has adopted the tendency of today but with a more discreet trainer shape is Gucci.
    Collaborations with the kings of sneakers brand has exploded lately. Kayne West collaborates alongside Adidas for his Yeezy collections, Chanel with Pharell. However, the one brand that is particularly appreciated and has caused euphoria is OFF WHITE, who has worked with big names such as Nike and Converse. These collaborations have not only made the sneaker market explode but it also had an impact on consumer behavior. Products from collections can easily be sold out within the first minute of the sales, and those lucky consumers can either benefit from exclusivity or re-selling the product at a much higher price (it can get up to 10x the initial price).
    With the millennials becoming one of the key clients in luxury, it is important for houses to adapt to their needs. Luxury houses are known to be those who set trends and not respond to them, however with the taste of millennials being some diverse from the past trends, these brands have no choice but to adapt to today’s liking.

    2. Faux-Fur
    By the end of 2018, if there is a change to notice in the luxury industry it is: The use of Fur.
    One of the trends that has been recurring a lot lately is suitability. People are becoming more environmentally friendly driven and orientated. This led to a change in consumption behavior and even luxury houses have had to adapt.
    Some have decided that it just isn’t the right thing to do and it doesn’t fall within their brands culture and ethical approaches. Others like Dian Von Furstenberg have patterned with PETA and the Humane Society of the United States. Sandra Campos (CEO of DFV) has even said “We are committed to supporting the shit to a more ethical and sustainable fashion industry providing the consumer with innovative and sophisticated alternatives.”
    Luxury brands have long been called out for their unethical acts to produce some of their most iconic and appreciated goods. This has set more and more pressures for brands like these as the trend of today is to find solutions in order to thinks and behave in a more sustainable manner.
    Some brands in the industry that have decided to go fur-free are the following:
    • Coach
    • Dian Vin Furstenberg
    • Burberry
    • Versace
    • Furla
    • Gucci
    • DKNY
    • Micheal Kors
    • Maison Margiela
    Instead they are taking advantage of new technologies and innovations to propose faux fur to everyone liking. The luxury of today has adopted a new trend: Green is the new black.

    3. E-commerce
    The luxury industry is one that often makes its own rules instead of following them. For many years its managed to survive this way however with a change in consumer behavior and globalization things have had to change.
    E-commerce is a new trend that houses have long refuse to adopt however as of today things have changed.
    People are wanting to follow trends whenever and whenever, they also want to possibility to purchase luxury goods no matter where they are in the world. This is even more accentuated with merging countries spread all over the world, that have a growing thirst for purchasing in the luxury industry. Brands have had to give more access to their creations and that is through the online canal.
    Factors such as, automated commerce, advanced algorithms (in retail) and smarter devices is the real luxury for consumers who value time as precious. This concerns particularly those who are forward thinking shoppers who want to set trends.
    Once again millennials are also a key factor element into the “choice” of going online. The 18-35-year-old targets are always connected and have perceived an opportunity in devices (phones, computers, tablets) when it comes to accessing the outside world. Nowadays you can do everything with a phone and being able to buy items online was never an option but rather an obvious possibility.
    Despite the fact, that it goes against the exclusivity rule for these houses, going online has such an amazing potential in terms of profitability. For example, brands like Burberry have said that their online store now represents a huge percentage of their overall sales)
    Why are houses embracing e-commerce? Because in today’s very competitive and demanding retailing world, it is no longer okay to just do one thing, you have diverse yourself to stand a chance.

  7. For this new year 2019, the trends in the luxury sector are rather ethical and responsible. Indeed, this year, major luxury brands opt for faux fur. Synthetic fur seems to have become the new materials of ethical fashion. This is already the case of Versace, Gucci, Armani or Stella McCartney. These same brands have, for the most part, signed the Fur Free Alliance charter. In the same way, we see in leather material trends more and more leather with natural tanning (from oak bark for example) or even vegan leathers. These new vegan leather are not made from animals but they are made from stone, wood, foam or cork. We see more and more watch brand (for watchbands) and leather goods to be interested. It is true that brands must adapt to demand and the new generation that consumes luxury in 2019 wants to have ethical and responsible products and products that respect animals and the planet.
    One of the other trends in the luxury sector in 2019 is the valorization of know-how. Indeed, many luxury brands such as Louis Vuitton insist on the craftsmanship of “small hands”. We also see concepts to show this craft. This is the case of “LVMH’s special days” that open their doors to the general public to visit manufacturing workshops. This trend will therefore be very present for the year 2019 since we note a certain appetite of consumers for the artisanal manufacturing, the discovery of the trades, the consideration of the human or for the traceability of the products.

  8. In point of view, in 2019 the main trends in the luxury sector will be the sustainability. Nowadays more and more people are conscious of how the planet environment is bad. Lots of luxury brands are changing their materials production and want to share to people that we have to change your way of life.
    Secondly, I think, in 2019 customers will be attracted by the “parfum de niche”. Customers are aware of history, quality and exclusivity. It’s exactly what luxury customers can found in niche perfume.
    Furthermore, customers are looking for CSR and beautiful products.
    For the tourism industry, the new trend will be a mix of nature and ecofriendly hotel.

  9. – Personalization
    today, with the massive arrival of millenials on the luxury market, we can observe an increase in personalization offers. The millenials seek to show their belonging to luxury but mainly seek to stand out and differentiate themselves. This is why brands are trying to personalize different product ranges, such as handbags lettering at Louis Vuitton or Goyard, bespoke at Berluti or even certain creations at Chopard. These different customizations make it possible to become accessible to different types of luxury customers.

    – Genderless
    Another incrtesingly visible trend is the sale of products for both women and men, named “genderless product”. We can observe that since recently some brands have offered products in different categories that can be purchased by both sexes. We can mention for example the “Speed Runner” or “Triple S” sneakers for the Balenciaga brand or the ‘Love” or “Juste un clou” bracelets for Cartier brand.

    – StreetWear
    In recent years, we have also observed the impact of the “street” in the creations for major luxury brand. The massive development of sneakers, oversized cuts or hoodies are the most striking examples. This new trend has therefore enabled all the brands that have used it to rejuvenate their brand image and reach out more to the new generations and therefore to the millenials.

    – Phygitalization
    With the development of technological tools, we can observe the significant implementation of these tools in the stores or pop-up stores of luxury brands. These tools make it possible to develop the customer’s shop experience by soliciting in some cases the use of their 5 sences. These tools are used to support the seller during the sale process. Burberry is a very representative example, as it was the first brand to create the first fully digital store.

  10. Actual luxury trends :

    – Genderless

    A lot of luxury brands are launching themselves in the genderless trend. This trend consists in making products for women but also for men. We can take the example of the Cartier Love bracelets. Millennials are very sensitive to this trend. Indeed, it allows you to wear the same bracelet as your boyfriend or girlfriend. This trend applies not only to the jewelry sector but also to the footwear, sunglasses and clothing sectors.

    – The stackable jewelry

    Another trend is actually increasing. It is more common to see men and women with several bracelets from the same brand. For exemple, the Dinh Van’s bracelets re stackable and give a very good style. having to Dinh Van on your wrist with handcuffs and razor blade for exemple, appeals to the fashion lovers. These bracelets are very often discreet and sober which make it easier to stack them. Other brands like Pandora are surfing on this trend but in a different way with the possibility of adding charms on the bracelet.

    – The use of influencers

    Many luxury brands use influencers. Influencers are who influence their communities to like a brand and buy its products. the concept is quite simple. A brand pays and offers products to a personality in exchange of a promotion on social networks. The most commonly used social networks for this trend are Instagram and Snapchat. The targets are usually the millennials because they are the most present on the social networks and because they are more easily influenced.

    – The personalization

    What is the trend of personalization ?
    Personalization is the process of choosing the materials size and colors that will make the product. As a result, there are a lot of combinations for the same product. Let’s take the example oh the Jerome Dreyfuss’ handbags. On the brand’s website, it is possible to choose the size, the color and also the lether that will compose the bag. personalization allows people to make a product that reflects their image and that they like. Fashion fans are crazy about this trend and almost all luxury brands offer a personalization service

  11. I think the main trend in 2019 will be eco-friendly luxury. Indeed, more and more big brands are stopping exotic leather from their range and new “non-animal” luxury leathers are being developed. You can now have the interior of your hybrid Range Rover or Porsche in organic leather, done from fruits, recycle materials and linen. Big brand like Chanel officially ditched snake and crocodile skins of their catalogue. Also, the trend will remain casual with oversized sweatshirts and sneakers, but some brands will go back to basics. New luxury items from the past will be redesigned and launched next year, like male Louis Vuitton collection that offers lots of variants of the classic trunk or Chanel 2019 collection that reminds us of the 30’s in Deauville with very clean design and black & white style.
    I think we are going greener, casual but clean and sometimes retro.

  12. Chaque année les marques de luxe étudient les tendances afin de pouvoir formuler leur offre en fonction des attentes et des besoins des consommateurs. Aujourd’hui, nous faisons face à l’arrivée d’une nouvelle génération qui prendre davantage d’ampleur les années à venir : la Génération Z. Ainsi, nombre de tendances 2019 se focalisent sur cette génération car ils sont et seront les consommateurs de demain, surpassant les millennials (aka Génération Y).

    Tendance: Un retour aux valeurs fondamentales et l’importance de l’ancrage historique des marques.
    La génération Z se caractérise avant tout par sa réconciliation avec les générations passées, sous-entendant un certain retour aux traditions. J’entends par là un retour aux racines et aux valeurs traditionnelles telles que la famille, l’honnêteté et le sens des responsabilités. Nous avons pu voir ainsi le come-back de certaines marques iconiques telles que Fila, Champion ou encore Lacoste. En effet, la Génération Z ets réceptive à leur authenticité et à leur ancrage historique, sans non plus connaître leur histoire de fond en comble. A l’inverse des millennials qui privilégient l’expérience à travers leur consommation de luxe, la Génération Z se focalisent avant tout sur les valeurs fondamentales des marques générant ainsi la valorisation du patrimoine stylistique et culturel dans leur stratégie de communication.

    Tendance: la fluidité des genres à travers le streetwear.
    Tandis que les millennials demandent un discours engagé auprès des marques, la Génération Z préfère un pragmatisme de petits gestes “day to day”. Les marques doivent de ce fait avoir un discours et comportements éthiques et engagés, mais doivent également l’appliquer lors d’actions quotidiennes. Cet engagement souhaité ne concerne pas uniquement l’environnement mais surtout l’égalitarisme avec les questions de genre. Hier était la question du “no gender”, aujourd’hui nous sommes passés au “post gender”. En effet, la frontière des genres n’existe plus et on peut observer de plus en plus de marques proposant des produits “unisex” ou encore des catwalks avec des mannequins transgenres. Cette génération souhaite alors exprimer différentes identités de genre à travers leurs vêtements. C’est pourquoi on assiste actuellement à un engouement pour le streetwear, qui se donne pour ligne de conduite la fluidité des genres. Cette décomplexion des codes établis entre les genres à travers le streetwear a notamment été porté par des labels luxe-streetwear comme Y Project, Ambush Design ou Koché. La fluidité des genres est ainsi caractérisée par une déconstruction des silhouettes, des associations audacieuses ou l’emprunt dans la garde robe du genre opposé. On arrive donc à un luxe décomplexé, libéré et fortement engagé dans sa politique RSE.

  13. Hello everyone,

    After studying luxury more precisely this year, I can now define three main trends.

    Fist of all, I would like to talk about the ethics of luxury brand. We can see that in recent years the biggest luxury brands have developed a more ethical side, firstly, human with a recognition of the woman’s body in the fashion shows. Then this year, we witnessed a BOOM of more responsible and therefore more ethical luxury. Indeed, after numerous denunciations by PETA, the biggest luxury brands such as Versace, Burberry, Gucci, Chanel decided to abandon animal fu in 2018. And for good reason, breeding conditions are now a concern for a large public, these brands are gradually changing their philosophy. That’s how mentalities change! Will the luxury of the 21st century be sustainable luxury ? Everything leads us to believe that the fashion world is opting for a more sustainable and ecological fashion. Secondly, we hear the world recycling much more often in luxury. We can take the example of the talented Marine Serre, a Parisian designer who uses already used fabrics for her creations, who says to herself “why go buy fabric in China when there are so many to reuse?”. Today we are coming to a completely different vision of luxury.

    I would like also to talk to you, to stay in this dynamic, about the second-hand luxury market. It is very trendy today, buying second-hand no longer means “has been” but rather “original, unique” trend. This new consumption of luxury allows all “addicted fashions” to renew their wardrobes with unique or vintage pieces. Luxury today no longer necessarily has the notion of lastingly for fashion but above all of exclusivity. These new markets thus make it possible to create a new trend for fashionistas, the luxury of the second hand!

    Finally, I would like to talk about the digitalization of luxury. Luxury, a very conservative market, has evolved over the years by agreeing to move closer to areas that may have been rejected in the beginning. Nevertheless, after the evolution of technologies and consumption, luxury brands had to adapt. There is strong growth in online luxury sales. We can take the example of Farfetched, Net-à-Porter, Yoox, theses new luxury actors. These very luxurious online sales sites allow brands to be present on the internet by offering a new customer experience. The technologies were also invited to Paris Fashion Week for the presentation of Balenciaga’s spring/summer 2019 collection. All of Paris was able to live an intense experience during this parade, with a screen tube as a backdrop, which takes spectators into a completely virtual world.
    Luxury is well on the way to being digitalized, whether for online sales, sales experiences especially at Burberry, and all of them come out of supports that homes can put in place to enhance and improve customer experiences.

  14. Perfumery

    In recent years, the voices of the fashion and cosmetics industries have been loud and clear about the importance of individualism. Today, the trend is therefore to really be oneself, an extraordinary and original being. It is no longer as important to use the concrete brand fragrance that is so popular today. The focus is no longer on the perfume, but again on the person who wears it.

    What are the most apprecaited notes for the new products of 2018 :
    – Lavender
    – Violet
    – Oud
    – Jasmine and green tea
    – Burnt wood, resin and myrrh

    Unisex :
    This trend become very popular in recent years and is likely to become the biggest hit of 2018. Unisex is not only the future of fashion, but also of perfumes.

    Niche :
    Tailor-made perfumes, which perfectly match your DNA! This trend, which is emerging the field of cosmetic care, is also applicable to the world of perfumes.
    Another type of fragrance is increasingly popular: those whose fragrance is composed of only one note and which are linked to a highly sought-after art of perfumery.

    E-commerce and digital will influence every purchase

    E-commerce will account for 25% of the market in value by 2025, compared to 10% today. In addition, 100% of luxury goods purchases will be influenced by internet and half of luxury purchases will be facilitated by digital technologies, such as virtual reality or mobile payment.

    Ethical luxury

    Ethical luxury is becoming more an more entrenched in the major Houses. The latter are in fact reviewing their production methods and partnerships in order to imagine responsible creations or creations intended to help solidarity associations. A way for luxury brands to act for good cause but also to maintan their image.
    Cusumers are willing to pay the price for ethical products.
    Creations that seduce the Millennials. This new generation of consumers is becoming increasingly sensitive to the production methods of luxury goods but also to charitables causes

  15. For 2019, I identified 5 trends in the Luxury Market. Here is my list :

    – Luxury hotel : I think more and more people and especially millennials are interested by luxury hotel all around the world, They want to live the ultimate luxury experience. The growth of tourist who come in palace are growing. Today the LVMH group, has decided to buy the hotel group BELMOND for 3,2 billion of $. If LVMH invest in this field i think we can considerate that it will be a real trend in 2019. People want to discover new exclusive places.

    – Watches : The watches business is booming, Even if this market is already important we saw a real interest for watches on the social media, blog etc … in 2019 i sure that the luxury watches business will increase. A lot of people want to buy luxury watches from the biggest brand as ROLEX, AUDEMARS PIGUET, HUBLOT etc…

    – Luxury home decoration/furnitures : There is a real trend for home decoration and furnitures, we saw a lot of brand who invest a lot in home decoration and furnitures such as ARMANI, Hermes, Louis Vuitton. Recently Louis Vuitton launch is collection of candles.This is a young market who will have an importance in 2019.

    – Private aviation : I thinks private aviation will be more accessible thanks to company who propose charter flight. There is a real interest for that and a lot of company where created in 2018 to improve the business in 2019.More and more people use private flight. This business is increasing even if the sales of Private jet is not booming people use company of services to make their private flights all inclusive.

    – Technologies : More and more historical luxury brands decide to take a step into technologies luxury. Brands will propose connected item like connected watch such as the connected tambour of Louis Vuitton. For the moment they didn’t made their proof yet about high technology but in 2019 all can change, brands continue to communicate on evolution and technology and we can expect it will be a trend for 2019.

    This is my vision of the 2019 luxury trends.

  16. Hi!
    Today I would like to talk about three trends in the luxury sector. First of all, one of the major trends is “online luxury”. Young generation (18/30 years old) like to buy to enjoy an in-store experience but also want to buy from home. Brands have to develop their website and try to create an experience with this channel. In addition, many websites have also developed to sell luxury products. For example, FARFETCH, which sells products from luxury brand such as Prada, Burberry, Saint-Laurent… Another platform: NET-A-PORTER. This platform sells items from luxury Maisons such as Gucci, Fendi… The “online”is a trend that will surely increase again and again!

    Another major trend in luxury is… ethics. Today, the world is becoming aware of animal abuse thanks to social networks or awareness campaigns carried out by associations such as PETA. The world is horrified by the mistreatment of animals to take their skin, their fur. Young generation are increasingly sensitive to this abuse and are less and less interested in buying luxury products with animal material.
    Moreover, many brands have had a “badbuzz” because of this. Luxury Maison seek to be ethical and find new materials to replace animal matter. For example, recently, Chanel stopped using exotic skins. So, to attract new generation customers, brands must be… ethical!

    Finally, the last trend I want to explain is : visible luxury. Young people, unlike their parents, have no problem showing that they are wearing luxury. The are even very attracted by the visible luxury with large patterns, bright colors a logo on their products and in a very visible way. Maisons like Gucci have understood and offer products with a lot of patterns and with the logo (on the product) repeatedly. Luxury brands have one objective : to seduce the young generation. They must therefore meet this demand for “visible luxury”, a very strong trend.

  17. Three trends that will shape the future of luxury of 2019.

    The Cult of Craftsmanship:

    Behind all luxury goods: perfumes, bags shoes or cars, there is a real craftsmanship. It’s a part of the heritage of a brand, it’s with its know-how that it proves its legitimacy. It’s also the heritage of a country such as Chanel for France or Burberry for England. The aim of the brands is to show his craftsmanship in order to promote the excellente and quality of luxury products.


    Nowadays, products personalization is mandatory for luxury brands, if they wish to meet the expectations of their customers and at the forefront of trends.
    However, ultra-personalization is coming to the luxury sector. This phenomenon is based on the same principle as personalization but on a larger scale. It must be done at all levels: products, receptions, customers relations, experiences ans packaging. The customers must have a unique and personalized experience.


    Digital has taken a long time to be accepted and implemented in luxury stores. Thus, to satisfy consumers, luxury brands are beginning to integrate this new aspect of marketing. The digital can “boost” the customer experience and remove the boundaries between the real and the virtual. The customer journey is therefore fluid and harmonize. Luxury brands are modernizing their outlet and encouraging consumers to come to the stores.

  18. 1st:
    Today in the world of luxury, there are several trends, including the one of sustainable development, which includes the ethics of the company. More and more brands are placing great importance on this criterion and placing it at the heart of their development strategy. Customers and millennial in part, are willing to pay more to know the source of materials , it’s method of manufacture… They claim more guarantees on the products. As a result, some Houses are starting to revise their collections taking into account these criteria. Kering has taken initiatives and launched a specific program to measure the environmental impacts of different products. Today, an ethical luxury is developing to meet the demand of customers.

    Another trend that we found today in all Houses is the development of premium and accessible luxury. This new luxury is made to reach the target of millennial (Generation Y), which represents 50% go the customers. The fact that these two sectors are in a phase of acceleration is the fact that today the trend is casual style and the purchase of every items. A phenomenon has therefore appeared in many luxury Houses which is that of capsule collections by partnering with less high-end brand. We can take as an example the Louis Vuitton collection in collaboration with the brand Supreme or even recently Fendi in collaboration with the artist Hey Reilly launching a luxury and sportswear capsule collection.

    Currently, a very popular trend that is found through some pieces presented in luxury shops is the Genderless style. The brands offer mixed collections using pastel colors for men’s as well as oversized blazer and woman’s suit pants. Brands also use androgynous mannequins. This new trend affects different sectors of activity such as advertising or the beauty industry. This trend influenced by the Generation Z, becomes a way of thinking and a more and more popular lifestyle.

    Finally, today the luxury customers want to be unique. Thus, we observe the tendency towards individualization, which is accentuated with a more frequent demand for “tailoring”. Luxury Houses are adapting to this demand by offering customizable items. The personalization service is also reflected in the relational side. In order to add value to the brand, it is also essential to create an absolute and personal link with the customer. This is a constantly trend thanks to technological innovations. In addition, brands pay particular attention to this trend to differentiate themselves from competitors and to mark the customer in order to build loyalty.

  19. This year, I attended classes of luxury marketing and learnt a lot about this giant world. What is interesting to observe since a few years is how luxury houses are dealing with the new challenges of today’s world and how they can adapt to meet customer needs.

    First, the notion of personalization has always been a core value/concept in the luxury world. Luxury brands have the willingness to practice “market of one” but mass-market brands learnt a lot about it and can compete. By using technology, luxury brands will be able to offer personalized and unique items and will keep their advantage among the mass-market. The customer, online and in store, will be able to create products in a one-to-one relationship. They will feel empowered, strong, and able to express. Brands will be more than places to transact and receive goods: they will become platforms to dialogue and express themselves.

    Then, the digital and sales online will probably take a huge place in the luxury environment. LVMH group is working towards this strategy of digitalization and Berluti, as an example, offers now a strong omnichannel experience with visuals online illustrating its whole universe. Its customer service online put in relation users and salespeople in store that have access to a chat and can answer in real time the customers’ questions: this is a great optimization of the sales force from a business point of view.

    Finally, ethical behaviors will have more and more importance in the luxury sector. For example, Chanel agreed a few weeks ago to ban fur and exotic skins in its collections. Brands will tend to answer to these ethical standards established by the society and the new behaviors of millennials.

    In a few words, the luxury sector, in my opinion, will have to answer to the challenges of digitalization and personalization online and will have to adapt to new ethical standards established by a society in constant improvement.

  20. 1) The sustainable trend
    Sustainability is more and more important nowadays. In fact, our consumption on the environment is hurting our planet each day. That’s why some of luxury brand that was already, or not, involve in sustainable policy are much more that before. We can talk about Stella McCartney or Burberry for example.

    2) The “too-much” trend
    Nowadays, the luxury sector needs to satisfy increasingly affluent clientele. To fulfill with this requirements, luxury companies are crating services incredible and sometimes “too-much”. For example, Van Cleef & Arpels installs an in incredible and unique digital display digital at Place Vendome, to show consumers the latest creations; Singapore Airline propose regal suite in their place… What will the luxury enterprise will invent to success satisfy the more extravagant customer ?

    3) The Robomania Trend
    We live in an increasingly connected world. At the beginning, luxury brands had remained in mode classic line, wanting to preserve their history and image of luxury. Luxury brands, like Burberry, has already convert itself to e-commerce. However, as robotization develops more and more, it is not surprising that this revolution is now reaching the luxury sector. Which luxury company will be the first using robots ?

    4) Agile strategy
    Agile is a management mode that consists of operating horizontally rather that vertically. It is also a mode of operation, initially for a start-up, but which is gradually becoming more democratic towards large compagnies. This means that you have to be ready to turn to another idea, another product, if the market turns. Do not stay stuck on your opinions otherwise, the company can go bankrupt on its own.
    Thus, in a world where consumers, consumption, desires or fashion, change as fast as music, the luxury company must be ready to adopt an agile operating mode.

    5) Solidification of points of sale
    At a time when the Internet occupies more and more space in the distribution chain of a product, physical stores are being overshadowed. this is why the physical stores will continue to decrease but while solidifying. Indeed, these stores will be more that just points of sales, but points of contact. Companies will put a lot of ressources into satisfying, providing an experience, humanizing the brand or sharing with customers. These points of sales will become the only possible points of physical contact with the brand, which will strengthen its positioning, but in a way that luxury brands would not have thought of before.

  21. In my opinion, there are three trends that will shape the future of luxury for 2019:

    1. Phygitalization
    Although consumers start their customers start their journey online, they often end up finalizing their purchase in store. In order to reinvent the customer experience, brands want to offer new experiences based on that new target (the millennials) and the development of digital. The goal is not to use technology to replace the sales force but rather to use it to provide a unique digital experience for customers and thus to enrich the “classic” point of sale. Technology allows customers to be transported into a completely different world. Some shops will provide digital tablets, interactive mirrors, virtual reality and many other tools, all used to attract those new and highly connected consumers.

    2. Increase of online sales
    Nowadays, the most popular luxury products sold via e-commerce platforms are accessories, clothing and beauty products.
    In order to be able to develop online sales, brands are increasingly offering exclusive products and limited series to create rarety and buzz. They also offer to customers the possibility to create their own product (customization). In addition, brands also rely a lot on social networks, blogs, influencers. In fact, those channels make a real impact on online sales.

    3. Responsible luxury
    Today, it has become a necessity for brands to show that sustainability can also offer luxury products of excellent quality. Companies will herefore invest in eco-responsible materials (biodegradable materials for example). Some houses will also invest in environmentally friendly packaging due to materials used and/or reusable packaging by giving a second life to the packaging).

  22. I identified three key trends that I believe will characterize the luxury market in 2019 :

    The first is the birth of a casual wear couture.
    The democratization and rejuvenation of demand in the luxury market is leading to an accessible and casual luxury. In recent years, we have seen the development of a new trend : The street wear couture. This approach is therefore a new way for luxury brands to entice a connected and young clientele.
    We have seen the emergence of sneakers and jackets in major luxury brands and particularly in historical houses like Dior, Louis Vuitton or Gucci. Today, sneakers have become the most dynamic category of the market. In 2019, streetwear should continue to establish itself as a trend in the market.

    The second trend is the importance of the made in. Quality remains a must have and consumers retain a keen eye for craftsmanship and handmade products. Buy “made in France” has become a real trend. Today, the luxury clientele is looking for a responsible product combined with know-how of a luxury house. This trend is explained by the democratization of luxury which results in increasingly industrialized products. Thus, the “experts of luxury” are motivated by the authenticity and the excellence of the know-how.

    The third trend is about the experiential retailing. Essence of luxury is not only an emphasis on the product but also on the experience. Retail is still thriving but the way luxury company need to approach it is very different today. The luxury consumer is looking for an experience. They don’t want the same shopping experience they have seen before; they want an unique items that no one else has; and they want to find it in an environnement that isn’t replicated anywhere else.

  23. For ready-to-wear, future trends are:
    – Socks: in this winter period, socks are back in fashion. Stop being modest, put on flashy socks! With an entry price of around 80€ per pair, the sock becomes the accessory to differentiate yourself.

    – Logomania: a trend in the 1990s that was quickly overtaken by counterfeiting, the logo is back in fashion. Luxury brands such as Gucci, Moschino or even Dior are following this trend by applying it to both clothing and accessories. The most famous piece is the Gucci T-shirt, for a price of 390€. No most products are becoming identifiable and this is beneficial to brands. Indeed, the Supreme brand has seen its search rate increase by 1000%.

    – Plastic, one of this year’s and next year’s trends. With the various plastic materials available, luxury houses are adding them to their collections. Indeed, Burberry offers translucent and colored plastic parts and Karl Lagerfeld has declined PVC into hats, capes, mittens, handbags, boots and leggings.

    – Ugly sneakers, one of the most popular items among customers. Indeed ugly basketball is trendy. Balenciaga’s Triple S remains the essential model. Recognized by its complex sole, the Triple S will cost you around 725€.

  24. One of the key trends in 2019 in the world of luxury is sobriety. Indeed, logos on luxury clothing are becoming less and less visible. Minimalism is thus the new trend of 2019. True luxury lies in elegance and sobriety.

    The second trend is ultra-personalization. Indeed, luxury objects and clothing must be increasingly personalized in order to properly meet customer expectations. Customer service is also becoming more and more personalized. Ultra-personalization is not a novelty in itself. What is new is its degree of precision and the staging of the brands around this effect. Ultra-personalization is also possible thanks to new technologies. Thus, on luxury sites, it is quite easy to customize clothes and shoes.

    A third trends is genderless. Luxury brands no longer hesitate to create clothes that suit both women and men. We can mention a brand like Gucci, which a few days ago unveiled a “fluidity” magazine. It is a genderless magazine about and for the millennials.

  25. First of all, the first trend I think will shape the luxury industry in 2019 is the “green luxury”. As we saw this year, luxury brands are becoming more eco-friendly and ethical : they abandoned fur, they’re questioning the use of leather and are becoming more aware of the sourcing of raw materials. For instance, Jean Paul Gaultier, Burberry, or even Versace stopped using animal fur. But is it just a trend or is it the revolution of the luxury industry ? In fact, during a long time the notion of luxury and sustainability were seen as paradoxal. Nevertheless, today luxury consumers, especially millenials, are looking for more ethical and sustainable brands. Stella McCartney is the precursor of this sustainable luxury. Moreover, new production/consumption methods are emerging : for exemple the use of upcycling. The cosmetic industry is also concerned: we see more brands using natural ingredients.
    But luxury brands really need to show their engagement and put sustainability at the heart of their strategies if they want to be credible in the eyes of consumers. In fact, all the big groups are involved : Galleries Lafayette with Go For Good, LVMH with the LIFE program or Kering who is engaged in numerous sustainable programs or conferences on sustainability. There’s also a lot of new brands emerging to build a “new luxury”. So the futur of the luxury industry in 2019 : prove their engagement in sustainability and for a greener luxury industry.

    Another trend in 2019 : the digitalization of luxury brands. Even in they are late, luxury brands finally realized that consumers are more and more connected during the buying process. In fact, 28% of buyers use their smartphone in the shop and 61% use internet before purchasing. It is therefore important to digitalize marketing strategies of luxury brands. In this context, a lots of brands are optimizing their visibility on social media. Some even use influencers. In 2019, this strategy will grow. I can’t wait to see how the luxury industry will address this challenge and how brand will engage consumers more in the creation of luxury products. Will online sales grow ?

    Finally, the growth of personalization of luxury products online. Millenials attach a lot of importance in self-expression. Therefore, through their purchases they want to be different and unique. This is a challenge for luxury brands: making an item that consumers will be able to personalize/design, but still keeping a luxury image. Furthermore, customer channels (social media, influencers) have become the new strategy for luxury brands to interact with consumers. They are looking to have a relationship with brands, a seamless experience. As The Doneger Group call this the omni-personal. Will a new way of interacting with consumers will emerge ? A true relationship between customers and brands can only lead to a long-term loyalty and the rise of sales.

  26. I selected 3 trends that I think, will be the future of Luxury.
    First of all, the development of ethical products in Luxury.
    I think that leather, diamonds, gold but also any other raw materials that can harm animals, can be acquired in a fair way economically, durably and ethically.
    In addition, luxury becomes more and more subjective, particularly because of the perception of brands by young people. I think more and more Streetwear brands such as Off White could become the most requested luxury in the years to come.
    To finish in the luxury industry at the level of cosmetics and perfumes, I think the products could become organic but also good for health by developing other products no longer containing carcinogens or other product that harms our health. I think that the development of such products could be a major issue in the luxury industry.

  27. Luxury consumers are becoming more demanding. Brands must double their energy and inventiveness to meet their new needs. With generation Z more and more consumers of luxury, several trends are appearing on the market :

    – The democratization of access to luxury: Many people consider that companies that work are those that end privileges and democratize access to products. For this, some mark removes intermediaries to offer high quality at a lower cost.
    – Phygital: The digital revolutionizes the traditional codes of marketing. Consumers are looking for a digital experience that combines the craft know-how of brands with the new technologies.
    – Customization: Luxury customers are also looking for a personalized experience that meets their own expectations. More and more brands are offering tailor-made and adaptable products.
    – Hypericonization: some brands return to the basics of luxury because the Z generation appreciates the dimensions of social marker and expression of success.

    In general, these trends are emerging with the emergence of the Millenials, which are having an increasing impact on the market.

  28. -The cult of craftmanship :

    We can never repeat it enough, behind each luxury sector here is a real knowledge that makes the French heritage proud, their are proud of their craftman and the knowledge their respectives fields. They have a real expertise !

    Indeed the Colbert commitee decorates craftsmen each year with the “art and letters” prize, as well LVMH is proud each year as part of the specials days to showcase the company’s know-how. The more advanced the technology, the more deshumanized the production process becomes, he more the luxury industry is proud of its craftmanship.

    In 2019 this will increase and LVMH will reserve you many surprise !

    -Legendary brands :

    Channel, dior, Louis-Vuitton.. All these brands have “something more”. Indeed they have benefited from strong cultural heritage , an incomparable story telling, they have crossed time and maintened their legends. Their also still inovative while their focusing on their identity and their souls : collaboration, new colours, the challenge is there, and they do it succesfully ! Let’s wait and see what they have in store for 2019 !

    -Millenials :

    The new generations will become soon the first engine of growth in this coming years.
    Generation Z and millenials will represent about 55% of he market in 2025 and will contribute 130% to growth during this period.
    While that presents great opportunities for many brands, the challenges are also considerable because Millenials think nd shop differently from previous generation.

    -Reduction and consolidation of point of sale

    The reduction in traffic in physical shop, induced by technology, will lead to a reduction in the number of point of sale, leading to a change in the role as it exists today.

    This will inevitably evolve from a simple “point of sale” to a real “point of contact” with customers.

  29. As a Millenial, I believe that my generation is searching for products that respect our way of living.
    We are now trying our best to consume responsibly, in order to protect our planet and to create a sustainable economy. Companies willing to perform in 2019 have to take into account this value. Promoting a eco-friendly product or some of its responsible characteristic will help them to build customer loyalty.
    As a second trend I would say that our generation is now searching for hapiness and focused on personal development. Companies then have to adapt their communication to promote this values, in order to stick to customers expectations. People want to be able to project themselves to the commercials. As a result, companies will have to find the right tone, halfway between the promise of the experience and the reality of life.

  30. Digital trends are numerous these days. They have revolutionized companies, which can no longer do without, whether in luxury or not.
    The first trend is personalization on Internet. Indeed, many luxury companies offer on their websites the possibility to customize clothing, or jewelry for example. Customers are really looking for personalized luxury experiences. Brands must therefore adapt to this trend.
    In addition, the stores are also switching to digital. As a result, luxury brands are increasingly developing digital in stores. This is called phygitalization. Tablets for sellers, screen walls, click and collect services are therefore being set up in shops, for example.
    Also, multi-brand sites are very present for luxury brands. This is the case for Net-à-Porter for example. Indeed, major luxury brands are relying on multi-brand online points of sale (including offprice). This allows them to reach another target, and to make themselves known to them. These sites offer many exclusive services.
    Finally, brands are using social networks. These have grown significantly in recent years. Brands communicate through social networks. This allows them to work on their image, in particular by publishing Storytelling videos on Youtube and then on other social networks afterwards. They try to communicate through dreams, or inaccessibility for example.

  31. Blockchain
    If the Blockchain technology seems a little bit far away from the luxury industry at first, it could be a solution to some of the issues its actors are facing.
    Indeed, the blockchain technology, by the very way it works, allow to know where the transaction is coming from because it is public. Everyone can validate the transactions therefore brands could fight more easily counterfeit. They could also better manage their control over their assets and raw materials from the moment they buy it to the moment the consumer has the product.
    Moreover, this new technology would also fit in the trend of being more transparent. With the rise of this wish from the consumers to know more about where their products are from, where they have been produced etc the brands have to adapt. The blockchain allows brands to be more transparent and being able to answer their consumers’ questions.

    The family at the centre
    We have been seeing for a few months now more and more brands putting the family at the centre of their communication. Except from brands which have family in their essence such as Dolce Gabbana, we have seen family reunions in more than one campaign.
    With the rise of the Kardashian show, the women of the family are now working closely with Calvin Klein. More and more campaigns are run with mother and daughters such as the Lanvin campaign. As a sign of the trends, Kate Moss and her daughter made the front page of Vogue Italia a couple years ago. This trend seems to gain some importance in the luxury world.

    The renting of luxury
    We know that renting luxury clothing is now very accessible through platforms such as Armarium or Rent the Runway. But this trend is now expanding. Historically it started with the yachting industry who knows a very large turnover concerning the ownership of yachts. But nowadays it is expanding to sectors such as luxury cars.
    In a short documentary, Vice shows that this kind of business is particularly flourishing in Miami, a city of ostentatious belongings and show-off.

  32. With an increasing importance of the new generations for the luxury industry, new trends will emerge in the following years. Some of the most important trends for 2019 are listed below.
    1. Personalization: Millenials are very selective regarding their choice of brands and products due to the fact that they perceive them as an extension of their own personnality. Therefore, personalization is a very important topic for them and they appreciate the opportunity to customize products according to their wishes.
    2. Environmental and ethical performance: Brands need to pay more and more attention to an environmentally friendly production and an ethical treatment of people and/or animals involved in the process.
    3. Genderless: Differences between luxury for women and luxury for men tend to become blurred, thus companies in the luxury industry need to take a step back from traditional gender-typical products.
    4. Digitalization: E-commerce, Phygital, Interactivity, impression 3D, artificial intelligence – These are only some of the developments that challenge the luxury industry and require adaptation.

  33. 2019, marks an era, a change… a major evolution in the luxury sector. There are several important question to ask yourself: How do consumers consume? How do brands adapt to them? And what are the societal trends that influence the luxury sector?
    First, the major change is at the retail level. Consumer are moving away from physical shops. The integration of digital in the retail seems inevitable and necessary. Brands need to be even closer to their consumers, to offer unique and digitized experiences. The major problem is to ensure a perfect integration of digital to physical: an omni channel network.
    In parallel, with the arrival of the millenials or the generation Z, we witness a democratization of luxury. Indeed, these new consumers no longer have the consumption target. They seem more demanding, especially on the quality of products and experience. This is the consequence of the digitalization of society. Consumers are now comparing product to each other, consulting reviews. The high price is no longer synonymous with quality. The retail offer is multiplying. We are witnessing the birth of multi brand e-retailers that offer luxury products at a lower costs. We are also witnessing the development of the second hand market with merchant sites like vestiaire collective or instantluxe offering a very attractive offer. Brands all have an interest in offering an offer with more accessible products.
    In addition, social and environmental responsibility seems to be increasingly important for consumers. The products must be ethical, this is well illustrated by the commitment of brands to give up the use of fur for example. We also find these aspects at the packaging level of certain products or just at the level of sponsoring in the public relations strategy.
    Finally, luxury brands do not communicate in the same way. It must be close and distant from consumers. This seems paradoxical, indeed, a luxury brand must keep feeling exclusive. However, with social networks, it will be necessary to find a balance.
    In conclusion, luxury will have to find a balance between accessibility and exclusivity. The sector will have to offer an always innovation and aspirational experience. The quality of it and its products seems to be essential.

  34. These are the trends that will shape the luxury sector in 2019. They are multiple and will focus on two areas.
    First of all, this sector will focus more on digital because of the increasing number of online purchases but also through virtual reality, payments via smartphones or artificial intelligence and the presence of virtual assistants in the points of sale.
    On the other hand, we will certainly be able to see increase in the experiences that the luxury sector will offer, which may be sensory or any other.

  35. The trends for 2019-

    Customer-centric technology will be a critical area that luxury hoteliers will look to invest in 2019.
    -Travellers already enjoy mobile bookings and mobile payments. Todays, thanks to the smartphone we can complete the check-in process, unlock a room with a mobile key, text the hotel staff for room service;
    -Augmented reality (AR) can make a lot of information available to guests in order to help them in their decision-making during the stay. AR can also be used to enhance hotel experiences such as in the famous case of “Best Western”, which allowed children to visualize themselves alongside Disney characters;
    -Facial recognition system are designed to recognize guests. Indeed, this allows staff members to greet their guests and know their preferences.
    As we can see with these examples, adopting cutting-edge technology in the hospitality industry can not only provide hotels with a competitive edge over others in terms of efficiency but also help them enhance the experience of customers.

    Instagram is where people connect and share the things that most inspire them in high-quality photos ans videos.
    Instagram is the first port of call to discover a world of luxury and the most prestigious brands.
    By following luxury brands and influencers, Instagrammers have access to ideas, new trends, collections, hotels and destinations.
    One in two people follow celebrities to see what lastest luxury brands they are wearing.
    Moreover, Instagram in unrivaled as a means to reach Millennials. This generation wants to make purchase immediately. And the social network has added a “Shop” button.
    Other features have been developed over time in order to enable brands to rebroadcast their events. For example, reveal what is going on behind the scenes. Chanel has its own dedicated Instagram team in Paris which allowed the brand to be the luxury brand that gained the most followers in 2017 (+9.6 million).

    From Fendi to Burberry to Gucci, some of the biggest luxury brands have reinstated their faith in the power of logos this year. The trend has made a major comeback. 2019 will be all about the visibility of the logo. On the streets, Gen-Z influencers wearing “Supreme” bombers, parkas and carrying duffle bags. Fendi and Chanel bet everything on their logo, even in jewellery.
    There is no better way of experimenting with the 90s logo trend than jewellery. Karl Lagerfeld created an entire forest for his fall show, and he showcased his CC logo earrings and necklaces. On similar lines was Dema Gvasalia, who created Balenciaga emblazoned disc earrings. Silvia Venturi Fendi too experimented with an “F” in earrings.
    This season, the sweatshirt, the casual wardrobe staple, was given a glam twist at Balmain and Max Mara. Both created black round-necks with logos.

    Consumers are tired of the “one size fits all” in the cosmetics industry. Today, customization, originated among high-end brands, offers customers a bespoke service.
    The number of brands offering customization options through personality tests and skin and hair analysis is increasing.
    For example, in haircare, the Function of Beauty website features a “hair quiz” to determine the right combination of shampoo and conditioner based on hair type.
    Fenty Beauty whose large appeal was based on its “shades for all” concept, offers women everywhere a wide range of hard-to-match skin tones in formulas that are designed to work for all skin types.
    Tom Ford’s UK beauty store, for instance, offers customers a one-on-one environment by combining ssensorial services with interactive mirror.
    Ultimately, customization will be about brands being more responsive to consumer needs, particularly as their needs change over time.

  36. The personalization logic for luxury brands:

    Product standardization is no longer sustainable logic for luxury brands. When consumers buy a luxury product, they want it to be unique and to be the sole owner of the product. To overcome this problem, the major ready-to-wear brands gave offered their customers the opportunity to customize their products (e.g handbags). The customer can choose between several colors, materials, insert initials, add accessories. The personalization logic allows brands to pay attention to the customer and make them unique in the market. In this way, a bond of trust and loyalty is created between the brand and the customer.

    How do luxury brands approach generation Y ?

    The under-30s now represent a real market for luxury brands. Many influencers (Belle Hadid, Kendall Jenner or Lily-Rose Depp) have become real representatives for luxury brands and are real identifiers for the new generation. More and more brands are collaborating with “digital natives” stars. They offer greater credibility to brands in order to reach a younger generation with strong purchasing power. According to studies, more than 45% of global spending on luxury will come from millennials in the future.
    Brands will have to abandon their traditional promotional marketing strategy and switch to more digital methods. The great challenge for luxury brands is that the brand must appeal to new generations without losing its brand identity. Is the heritage of luxury brands important according to the millennials ?
    Luxury brands will have to be bold, creative and innovative both in their range and the way they communicate to customers.

    The shift of luxury car manufactures towards electric.

    More and more general manufactures are developing electrical car models. Today, this phenomenon extends to luxury and sports car brands. Porsche, Ferrari and Jaguar for example are brands that are paying attention to the image they convey. Building a high performance car that remains environmentally friendly is a real challenge for automakers.
    However, massive investments in research and development have been made over the past twenty years and the first electrical models are emerging. Electricity is a real issue these days, on the one hand it is a challenge for the planet to fight against C02 emissions and on the other hand, it is also a challenge for luxury manufacturers who are sensitive to the image they create.

  37. After having worked at Louis Vuitton for seven months, I personally find that the first and most current trend is personalization. Indeed, customers such as millennials are constantly looking for new offers driving by a strong need for renewal. Personalization is a luxury, and the more time goes by, the more customers enjoy composing and choosing their own product. After Louis Vuitton, there was Fendi, and today Dior offers the customization of its book tote bag. It is a trend of today and tomorrow, which is constantly evolving.

    Then, in a second step, I would say , the valorization of the know-how of the big luxury brands. It is very important to value de legitimacy through tradition. Indeed, luxury is not only based on need functional and quality but on a brand heritage and a know-how that must be promoted through storytelling.

    And then , one of the major trends is innovation through digitalisation. In view of the current generation, and the expectations of consumers, luxury houses must fit into the era if time.
    We can see digits tablets now in store, that allow customers to access the brand’s product catalogue and fill in their personal details on the database directly on the iPads. This is a current trend thaT will continue to be implemented in the future of organizations. Digitalisation is everywhere, and luxury houses have understood this well and adapted their strategies.

  38. • Promise of quality

    Nowadays quality is an increasingly important element.
    Indeed, it is difficult for the consumer to trust brands. 80% of them say they are more attentive to the impact of the products they buy. The promise of quality becomes a pillar of the market. Craftsmen and small traders naturally have a much greater trust capital.

    Brands are totally redesigning their offer or store to address environmental issues. Companies must today help and acompany consumers to consume better, and this also involves pedagogy.

    Companies must meet the expectations of transparency in the manufacturing and distribution process. With a logistics chain that must be able to be completely traced. It also represents an opportunity for companies to develop more or less high-tech solutions that address these issues of transparency and reinsurance.

    • Personalization – A very personal luxury

    Personalization is the tendency not to put aside in luxury sector.

    Indeed, luxury and standardization do not go together. The preference today goes to brands that take this point into account. Personalization is not new in itself. But what is new is its degree of precision and the staging of the brands around this effect. (A customized product, with the choice of colors and materials, co-creation, engraving …)

    Like Sillage perfumes that invite you to create your own fragrance or W & P Design offers a kit to make your own gin. Differentiate from the mass supply, and bring an advantage to consumers to stand out from their competitors.

    • Luxury vegan

    The luxury fashion industry is finally engaged in ethical issues such as fur and animal cruelty. This subject is controversial and much talk nowadays. Like fashion giants such as Versace or Burberry who announced they would no longer use fur. Recently, it is Jean-Paul Gautier who has affirms that he stopped working with fur of animal origin. Good news in perspective for Brigitte Bardot, PETA or consumers anti real fur.

    • Water free products – Business commitment

    We are all aware of the problem of water scarcity in the years to come. To do this, more and more brands are committed to reducing its use of water in the composition of their products.
    Take the example of L’Oréal, which is committed to reducing water by 60% by 2020 and Unilever has launched a similar initiative. This commitment allows companies to make a contribution to the environmental impact, which is also a competitive advantage.

    • Phygital

    Phygital is a trend increasingly used by luxury brands. It denotes an enhanced experience of the product. The time between physical and virtual is over.

    Take the example of Mumm with his bottle of champagne out of the ordinary.
    At the moment when the cap of the bottle is extracted, a sensor connected to an audiovisual system triggers an “interactive experience” customizable by each of the night establishments offering this service.

  39. I have decided to speak about 3 trends I have noticed in the luxury market.

    Today, Millennials are an important target in the luxury market. They are demanding and experienced, which is why we must constantly innovate and improve the experience in stores and on the web. Marketing, story telling, social networks and smartphone are the key to approach the millennials. Indeed, they like to wear casual looks like sneakers and jackets (Moncler), so we can talk about a casual chic trend.
    Brands must adapt to the millennials, offer luxurious and casual products at the same time.

    Personalization is at the heart of the trend. Customization not only creates buzz around the brand, but also multiplies contacts with the millennials. This is also what the market is asking for, as consumers want unique products. Luxury consumption is evolving towards more experience, more customization and tailor-made solutions. The personalization of the product also serves self-esteem, it allows the customer to reveal himself by choosing his own patterns. A pioneer in digital technology, Burberry has been offering for several years to customize its trench coat on its online site.

    The genderless logic is also very trendy. It does not target any gender by offering similar products for men and women. Thus, many jewellery brands have created genderless lines to allow men and women to have access to the same products at the same time and to be able to wear them “together”. This logic allows brands to target a broad customer base without pre-defining a particular style, and, for individuals, to identify with a brand and a concept rather than a simple product.

  40. I believe that ethical luxury, the coral color, sensorial experiences and personal, secret services will be the trends that will shape the future of the luxury sector.

    Ethical luxury : luxury brands are starting to go towards more ethical practices. Recently, Chanel, Burberry, and Gucci have stopped the production of luxury goods made with fur, cashmere, or exotic leather. Veganism is the future of the luxury sector and brands have to follow this trend before having their brand image severely impacted. Various associations, such as PETA, are currently drawing attention on this subject, making the clients more and more aware of the situation with regards to animal abuse and slaughter. In my opinion, 2019 will be the year of change and all brands will definitely ban the use of exotic skin in their collections.

    The 2019 Pantone Color : Pantone 16-1546 will be the color for 2019. It is a “peachy shade of orange with a golden undertone” named “Living Coral”. It symbolizes playfulness, optimism, energy and connection with nature. The main influence is the environment and the desire to preserve natural beauty such as coral reefs.

    Sensorial experiences : sensorial experiences are not yet democratized in the luxury sector. Clients are now looking for innovative concepts and authentic experiences. The aim is to create a well-built sensory mix in hotels or retail stores, using the five senses: scents, music, lighting, colors, materials, etc… to allow the clients to live a satisfying and unique experience. For example, hotels could diffuse a fragrance specially dedicated to their brand and allow their clients to choose light intensity and color in their room.

    Personal, secret services : we are currently assisting in a market polarization. Brands either aim to reach billionaires or the upper-middle class. Those wishing to position themselves on the ultra-luxury good segment need to differentiate their offer by offering personalized and secret services. For example, luxury cruises on luxury super-yachts are starting to be developed in completely isolated places with extremely personalized services: private butlers and governesses, private access by helicopter… Other brands create secret apartments and private rooms for their top-clients where they can benefit from extra-services while doing their shopping. The aim is to make their clients feel special in an exclusive environment.

    Environmental concerns and protection as well as market polarization will influence luxury brands to change their strategic approach in the luxury sector for 2019.

  41. – Ethical Automotive Interiors:

    The first trend is the launch of ethical automotive interiors. This new trend is built to cater to a new breed of ethical luxury customer. Indeed, these new animal-friendly materials are meant to reflect the increased demand from high-end consumers for materials that are more sustainable and ethical.

    To illustrate this trend, here the new Range Rover upholstery which caters to ethical consumers. The new Range Rover upholstery will be available on the Evoque SUV and offers up an alternative to traditional leather options. One of the new materials is a wool-polyester bend, which was developed by Land Rover with Danish textile company Kvadrat. This material features 30% wool and 70% polyester, allowing for excellent warmth with a more contemporary aesthetic according to Range Rover’s chief designer Amy Frascella. The other alternative leather material is known as Eucalyptus Melange and is a hybrid plant-based material developed by Land Rover.

    – New digital concept stores:

    The luxury industry is undergoing significant change accordingly the digital revolution, especially in the marketing and technology space. The consumers are not only more demanding than ever, but market conditions are increasingly volatile. Therefore, we observe the evolution of business strategies that are pushed toward mobile or Omnichannel strategy and also the appearance of new trends.
    The second trend regard the evolution of the retail strategies. Brands begin to harness the power of technology to elevate consumer experience. Indeed, this new concept is more and more used in the fashion industry. For example, global brand Nike plans to disrupt retail through a series of sports concept stores. These sports concept stores are called “Nike Live”.
    The first Nike Live was launched in Los Angeles earlier this year and the brand plans is new store in Tokyo for the Spring 2019. With this sports concept store, consumers can reserve items online and try them in-store, as well as engage with some interactive features like a vending machine with free items.

    – Luxury for animals:

    The last trend regards the luxury products for dogs and others animals. Indeed, the consumer of luxury goods tend to be more demanding than ever and even for their domestic animals. Thus, more and more brands launch their animals’ products collection.
    To illustrate this trend, here the presentation of the Moncler & Poldo Dog Couture Capsule.
    Indeed, Moncler and Poldo Dog Couture work on a collaborative collection for the Fall/Winter 2018 season. This collection is based on a selection of luxurious outerwear options for dogs and is available on the online shop of Moncler. The famous down jackets are altered to fit dogs of all sizes and the exterior is crafted from the luxury fashion house’s signature nylon laque material. The color palette features hues of baby pink, fuchsia, and light blue, along with the signature colors of blue, white, and red. This new collection promotes new design with several details like a reverse hood, detachable hood, contrasting trim lining and the signature written accents.

  42. “Casual” style confirms its attractiveness for 2019 : this style, which appeals to young consumers, also appeals to older luxury consumers who will turn to this style to stay younger and change their wardrobe, which is more classic and formal. The rise of affordable luxury and the development of collaborations between classic and streetwear brands seem to be in line with these expectations. The “casual” style will please the millennials and consumers who are adept at the “mix and match”.

    The second trend we can develop is personalization, which will always be highly appreciated by luxury consumers as well as the Z generation. Personalization makes it possible to put the customer at the middle of the product and ensure that it is truly in his image.

    Multi-mixing is the third trend that we will develop : this trend is the enhancement of the “savoir-faire” of major luxury brands but associated with more noble raw materials. This is the continuity of sustainable luxury.

  43. Luxury trends for 2019

    Luxury do not follow the same rules as fashion. Indeed, luxury brands and products usually don’t adapt to trends, as they don’t need to listen to customer’s needs to create their offer. They are timeless and never out-dated unlike fashion brands. However, we can realize that trends do exist for luxury brands, they have their own, differentiated form fashion brands
    , and their trends often have a long-term vision. Some trends can already be highlighted for 2019 and I’m going to expose some of them.

    1. E-commerce
    Even if at first sight, luxury and e-commerce could look antynomic, luxury brands cannot nowadays ignore this distribution channel. Some of them are already rellay involved in this segment such as Burberry, which has been a pioneer in the luxury sector. But some brands are still trying to sell without using e-commerce like Chanel, which only want its website to be a showroom of its products. This strategy could seem like a way for the brands to claim its luxury positionning, but in fact, rules have changed and selling online is now a necessity for brands, even for luxury ones. We can therefore be sure that more luxury brands are going to sell online by 2019 such as Chanel for its bags.

    2. Less offline stores, but more experiences

    Even if its in physical stores that customers spend the most, luxury brands are starting to realize that opening too many stores could really be devastating in terms of brand image. In fact, customers still consider that a luxury brand should only have shops in prestigious places. Moreover, with the digital era, stores are experiencing a lower traffic. Brands are starting to realize that need and are now closing more and more shops. But they have a very precise strategy regarding the remaining ones. They want their physical channels to be more than just shops, and to really take the customers to a journey where they will learn more about the values or history of the brand and live a fantastic experience. It’s in this perspective that brands are more and more theatralising and digitalizing their shops, and we can expect an important increase of experience based luxury brands shops for 2019.

    3. Customization everywhere

    If there is one trend that is shaping the future of luxury in every sector, it is definitely customization. It has always existed in luxury, for bags for example, but it’s now a growing trend. Guerlain for example, lately offered to personalize one of its lipsticks. But personal goods are not the only sector in luxury where brands are offering more and more personalization. Luxury hotels for example, are also adopting this trend, by offering more personal services, making the customers feel at home instead of in a standardized hotel room.
    Clothes and shoes brands are a little bit lagging for the moment, but they must follow the trend and offer more personalized goods for 2019.

    4. More ecological awareness

    Ecology isn’t new for luxury brands, and a lot of them have been been created around it, basing their business model on using only green or recycled materials. Since 2 years, this trends has become a necessity for brands, because of a huge demand from the consumers. We can be sure that alsmost every luxury brand will take actions in 2019 in order to be more respectful regarding the environment by recycling or giving money to associations.

  44. In the following years, numerous trends in the luxury field will appear. This small analysis of 3 trends are example of those who will probably shape the future of the luxury in 2019. It’s possible to do a small analysis of them in this following sum-up:

    – Luxury sustainable “way of life”: in the previous years the luxury sector sees itself transformed by the sustainable trend. In fact, numerous brand like Stella McCartney or DKNY have decided to focus themselves on a sustainable fashion strategy ; for personnel reasons and engagement as Stella McCartney or for social purpose as DKNY, attacked by PETA numerous times before.
    This trend will probably touch other luxury sectors in 2019, in order to develop a sustainable luxury way of life, with the apparition of sustainable products in all the fields of the luxury sector. In fact, luxury skincare starts to prioritize sustainability, such as the brand Cūrata a new luxury body care brand. Dior or Chanel could also decide to go in that way, by deciding to create a new range of “green products”, respecting the environment and the skin of people.
    Moreover, this trend will also extend to the luxury services, such as Spa, hotels, or even eco-camping. It’s possible to highlight the concept launched by a luxury hotel which has decided to invest in the creation of camping domes, in a magical place in nature. It was designed with a Canadian firm to meet eco-friendly standards and to not damage the local landscape.
    This trend could also touch the automobile sectors with a use of ethical materials to design the interiors of luxury cars. It was been already used by Range Rover. The chief designer of Range Rover as said, “these new animal-friendly materials are meant to reflect the increased demand from high-end consumers for materials that are more sustainable and ethical”, which perfectly reflects this increase of this trend in the luxury sector.

    -Luxury communication campaigns: during this year numerous trends in the communication strategy of brands born, mainly around the “savoir-faire” of luxury brand or around the trend of the “girl of the next door”, meaning the communication around “the lambda girl”. In 2019, it will be possible to see the emergence of a new trend which highlights purpose or goals for example. It’s a new type of communication strategy which is based on the power of some words, and the definition given by well-known personalities. This trend can be highlight with the campaign launched by Moncler “BEYOND” (https://www.youtube.com/watch?v=2BngXwVYbpc), that shows celebrities of different calibers, wearing Moncler’s newest line of clothing. From Paralympic fencer Bebe Vio and artist Connie Vallese to actress Millie Bobby Brown and race car driver Carmen Jorda, the Moncler outerwear campaign features empowering visuals of celebrities, athletes and artists sharing their definition of what to go ‘beyond’ is.
    This type of strategy is also used by Nike or even Chanel in the last spot concerning Chanel N°5, called “I Am”.
    This strategy playing on words, meaning, black and white visuals, celebrities, can become the next trend in 2019.

    – Extension of the scope of luxury fashion brand : luxury fashion brands start to extend their range of products in new area, such as lifestyle products. Among them, it’s possible to talk about toys, that gains more and more popularity through adults. Thus, luxury brands start to go into the production of luxury games or toys. It’s possible to talk about the case of Tiffany & Co which has decided to release “lego” in sterling silver. Each set is lettered and numbered to convey the exclusive nature of the high-end desktop toys, which are likely to start showing up on the workstations of the elite in the coming months. This has been followed by numerous luxury brand such as Prada and its Mahjong game sold at $3 800. It demonstrates well the tendency of luxury brand to extend their scope to lifestyle products that brings a sense of luxury in everyday activity.

  45. First trend: Customers of luxury brands are increasingly demanding. To avoid standardization and best meet consumer demande, luxury brands offer their customers an increasingly wide choice of product customizations to differentiate themselves online. This is what Louis Vuitton proposes, for example. There is a special section on their website dedicated to personalization. It is possible to customize the bags for example. The brand offers to chose the style of the strips on the bag, the color of these strips, the color of the inside of the bag but also it offers to engrave its initials. It also offers “my LV fragrance”, which allows you to personalize the perfume bottle by engraving the initials in a few minutes, thus revealing a new, personal and indelible imprint on the glass. This bottle personalization service is available exclusively online and in selected Louis Vuitton stores.

    Second trend: luxury brands are making use of the digital strategy to “communicate”. They communicate but the advertisements, photographs and articles are not there to sell in luxury. The internet is the cheapest medium. In addition, one “millennials” in two is a luxury consumer. They are very sensitive to this kind of strategy: digital communication. That’s what Cartier does with his youtube videos. In it, the brand transcribes its history, using the brand’s codes. This is done in a logic of perpetuation of the brand and brand’s codes (panther, etc.). This is one feature that sets luxury brands apart from mass brands: the myth. More than an origin story, the myth shares the beliefs and values associated to the luxury brand, while teasing out a sort of mystery or legend associated to the brand’s founder or icon.
    Chanel communicates on Instagram, its website and Pinterest. She communicates on Instagram about her know-how. She highlights short videos on the technique of “Lesage” by Chanel, for example. This is in order to show the customer the requirement, the know-how and the rarity of the product. On its website, there is the “inside Chanel”. It is a series that retraces the history of the brand and the life of Gabrielle Chanel. The brand wants to show its identity, its history, where it comes from? She wants to immerse the customer in the world of the brand, so that he can identify with her.

    Third trend: the brands adopt an omni-channel strategy. They approach the channels simultaneously, in order to provide their customers with a completely transparent shopping experience, regardless of the channel used, allowing them to switch from one channel to another without loss of fluidity. The aim is to know what the customer is buying at the point of sale to better meet his online needs and vice versa. This strategy allows databases to be linked across all channels. This allows to adapt your digital strategy. For example, plan strategies for the best customers.

    Finally, there is also the trend to be able to “buy” on instagram.
    Many brands such as Burberry or Zadig & Voltaire, for example, post photos of their product on their instagram. Just click on the image, a white square appears, and this square redirects the person to the product sheet, on the brand’s website. This speeds up the purchasing process. If the person has a crush on the product, they are redirected directly and more quickly.

  46. Trends in luxury.

    First, we can mention the sensory experience. Indeed, luxury brandes are increasingly relying on the unique in-store experience. They implement activities that appeal to the senses. It is a real asset and a means of differentiation from competitors in the market. Customers will remember their visit and it is a way to build loyalty. The aim is to put the customer at the center of the visit and to encourage him/her to buy.

    The second trend would be the ethical and sustainable question of products. customers are increasingly attentive to the origin of the materials used. Some labels are therefore emerging such as the Fairmined label in jewelry. as a result, some brands will use recycled materials to preserve natural resources. This is highly appreciated by customers, especially today when the environment is an important issue.

    Finally, we can mention the trend of personalization that is extremely sought after by customers. Customers need to feel unique and have products that are unlike any other. The brands will therefore offer products that are customized according to the character and tastes of customers. The customer will therefore feel important and unique thanks to the personalization of his product. That’s why luxury brand are interested in this segment in order to stand out and offer a unique experience. This is real added value for the brand.

  47. In 2019, e-commerce, digital strategies and online consumer experience will shape the future of luxury brands. I have identified some trends that are or will develop in the major luxury brands.

    – Phygitalization : a new trend in the luxury sector
    The phygitalization of a store involves using digital app or tools within the point of sale. Some luxury brands have already used phygitalization in their stores and customers have quickly adopted this digitalization. For example, in London, Burberry is digitizing its customers’ experience. The brand is innovating with the opening of a digital shop on Regent Street. All Burberry salespeople are equipped with an Ipad to be able to manage the available stocks. In the store, the brand installed 500 speakers and 100 screens to view the brand’s fashion shows. In addition, RFID chips are present in some items to associate other products as soon as the items are placed in front of interactive mirrors. Ralph Lauren has also installed intelligent mirrors in fitting rooms. Moreover, there is also Dior which using a virtual reality headset called Dior Eyes. Its objective is to give in store customers virtual access to the backstage of the fashion shows.
    The customer experience is fully connected and mobile, while leaving the salesperson at the centre of the purchasing process.

    – Multichannel to omnichannel :
    The multi-channel strategy is the simultaneous or alternating use of different contact channels for product marketing and/or customer relations. While the omnichannel strategy is the creation of a synergy between the different contact points of a brand in the customer journey. This approach is based on continuous interaction, a permanent exchange, between the brand and each customer. Burberry already does that by using an exclusive interface where sellers can see, in store, customers’ preferences and previous purchase of the customers. But very few luxury brands still use omnichannel marketing.

    – Online personalization of products or services:
    Today, the Internet has become commonplace for classic brands. And since recently, luxury brands have developed their own websites, have pages on social networks and sometimes even applications. In addition, personalization is becoming an essential service for customers. That is why luxury brands should offer online product and service customization. The luxury brands could develop an app or a page on their website. Customers could choose every part of the product or service. For example, Cartier has developed a fully customizable online collection. It includes a range of bracelets, necklaces and earrings. The customer can thus choose all materials. The website then shows the finished product, with a summary of the materials chosen and the price of the product.

  48. Attracting younger customers to the hospitality industry : In the hospitality industry, more and more luxury hotels are trying to target a younger audience to make them loyal customers from a young age. Companies are trying to be innovative and mix luxury and tehcnology to attract millennials. The best example is Wyndham Hotel Chain, they opened “cybercafe” type hotel rooms to encourage young customers to book a hotel room to spend time playing games and being able to enjoy luxurious hotel services at the same time. The youth became this key target audience that hospitality corporations are desperately trying to seduce.

    AR/VR: New virtual technologies are maturing, and brands are starting to incorporate them and look for ways to use them. Technologies such as Augmented Reality (AR) and Virutal Reality (VR) open new fields for marketing. Both can used to create unique experiences for customers and bring digital campaigns to the next level. VR is often used to submerge the customers in the brand’s universe through VR lenses and AR is used to bring product sketches to life. Both will play an important role in the luxury industry when it comes to experiential marketing.

    E-Commerce: Online shopping is only starting to develop but the market place isn’t currently designed for all luxury products. We see that it works well with clothing, small accessories and perfumes, but more luxurious products still struggle to trust internet as a retail channel. However, the demand for online shopping in the luxury sector is strong and brands will have to adapt. Major corporations like Alibaba are already starting to develop luxury platforms, last year they announced the development of “Luxury Pavilion” as a B2C platform for all luxury brands that desire a tailored retail experience. E-Commerce will definitely be a significant chunk of the retail revenue in the near future.

  49. You will find below future trends that will shape the luxury sector in 2019. These trends are various: from social networks, to retail strategies, customer preferences and new categories of luxury. They give a good idea of which elements need to be taken into account by luxury brands during the following year.

    1. New categories of luxury

    According to the Luxury Institute, radically innovative categories of luxury are emerging. While in 2018, fashion luxury goods and accessories captured all the headlines, wealthier customers are now looking for life-extension and biotechnology products, hyper-experiential homes, virtual reality devices, neuro-scientific performance enhancers, health care robotics and exclusive travel experiences. These new categories prove that wealthy individuals are no longer impressed by what they see as “common” luxury goods and services. With the exponential acceleration of sciences and technology they expect far out solutions and experiences.

    2. Art and photography

    With the rise and dominance of social networks such as Instagram, featuring predominantly visual content, we understand how important it became to have good quality photography online. Historically, great photographs and visuals were only possible with expensive photography hardware but nowadays, a lot of tools are available to everybody. Experts are predicting photography and art direction online to become integral to luxury brands; and more especially for those working with influencers. Indeed, influencers build their large community mostly on the pictures they post; and customers expect images of high quality.

    3. Blockchain is the future

    In 2019, retailers will test which luxury businesses problems are best suited to blockchain. However, already some productive uses for blockchain have surfaced in the luxury field. Indeed, in the world of luxury goods, and particularly for handbags, apparel and shoes where counterfeit is a huge concern, blockchain could be a game changer according to experts. It can deliver improved visibility and greater transparency: suppliers and retailers are better able to follow the process of their shipments. In the fine jewelry market, especially diamonds, blockchain can be used to support claims about ethical supply chains. In addition, we know that luxury consumers are looking for a seamless experience while maintaining the control of their personal data; blockchain could be the perfect tool to meet this requirement.

  50. The luxury market is a constantly changing market, never ceasing to develop. For several years we have been able to see that it has not stopped evolving. By the experience proposed, as well as the products available, but also by the arrival of new consumer targets. In the coming months and years, trends will continue to evolve. From my point of view, certain trends will play an important role.

    The growing rise of influencers. Today, with the importance of social networks, and blogs, influencers are becoming more and more important in the market. Initially, Luxury brands did not really “use” them in their communication. For several month new, we have seen this tendency change. As the latter have a high profile, they are very important in communication. Especially with millennials who are highly connected to social networks.

    Digital at the heart of experience. We keep repeating it, the arrival of millennials on the market has something to do with it. Luxury brands are increasingly trying to offer a digital experience to their customers, either via internet of directly in store (as Burberry can do in the store on Regent Street in London). The digital dimension will continue to increase and take up more and more space in luxury.

    The emergence of new market. Luxury consumers are evolving. Even if the market still keeps its core customers, a whole new consumer base with new expectations is emerging. There are consumers arriving form BRICS with very high purchasing power. The latter have different expectations of the current luxury target. Brands will therefore have to (even if they already do) continue to adapt to meet new requirements and meet new demands.

    All these trends will continue to evolve, which will lead to different developments in the luxury market to be able to adapt to all changes.

  51. Digital strategies of luxury brands :

    – Consumers today consider that luxury is more a story of experience than possession. Video has become the star on social media for luxury brands. This is one of the best ways for brands to integrate digital into their communication strategy. In this way, on YouTube, Louis Vuitton pulled out with the video featuring Tambour Horizon, its new smartwatch. It has generated more than 10 million views. Same for the brand Cartier, the clip “l’Odyssée” is a short film, poetic and aesthetic, we see the panther (emblem of Cartier) traveling the world. With its massive budget of 4 million euros, the spot (made by an agency) was a huge success for the brand. It also confirms of storytelling.

    – Augmented reality is the new digital strategy of luxury brands. Estée Lauder launched an application that reproduces the makeup of a photo taken in a magazine directly on his face. The user has the opportunity to see which products are part of the composition of the look and buy them immediately ! This improves the user experience but also the sales methods of the sellers. Also, the luxury brand Berluti offers, in its store on the rue du Faubourg Saint-Honoré, a concept of personalization in augmented reality. It allows to project on shoes the characteristics desired by the customer before their execution by a craftsman. This allows to imagine at best the shoes once made.

    – Today, more and more stores are connected and equipped with digital terminals, mobile payment, virtual fitting rooms and so on. This is the case of the Burberry flagship in London. Beyond the fact that sellers are all equipped with tablets, to check in real time the availability of a product, clothes are equipped with RFID chips that allow, when customer tries the product, to display on an interactive mirror all the additional information (composition, available colors, other associated products…). The usefulness of the digital tool is to facilitate the customer experience. In addition, the use of connected objects also allows retailers to collect more data to feed the customer journey and then customize the offers. Other brands have already put such devices in place as Sephora with smart screens or smart fitting rooms at Ralph Lauren.

  52. Dear Marie-Cécile,

    You will find below 5 trends that will shape the future of luxury for 2019.

    1. New generations will become the first source of growth of the luxury industry in the years to come. Generation Z and the Millennials will account for about 55% of the market by 2025.

    2. In addition, the customization of luxury goods is a growing expectation from customers. Luxury consumption is evolving towards more experience, and more customization. Indeed, customers are more than ever looking for personalized luxury goods that are made exclusively for them or with a customized detail.

    3. Moreover, as customers are looking for a full experience, luxury retail must evolve in order to still attract and seduce customers. Today, shops are trying to integrated new technologies and to offer a multi-sensory experience, but there is still much more to upgrade the in-store experience.

    4. Another trend is the growth of online sales of luxury goods. Nearly every luxury brands have their own website and some of them are present on platforms such as Yoox or Farfetch. Today, online sales represent 10% and they are expected to increase in the following years. It is expected that by 2025, it will represent 25%.

    5. Finally, we will assist to the raise of co-branding and collaborations. Today, this strategy is widely used by luxury brands and is very successful. It is used to surprise customers with something new, to reach a new clientele, or simply for brand image. It mainly attracts Millennials that are always looking for new stuff and exclusivity. (ex. Louis Vuitton x Supreme, Chopard x Rihanna).

  53. In 2019, there will probably have some strong trends among the luxury sector:

    1. The cult of craftmanship: Know-how has become the watchword of luxury. Highlighted significantly in recent years, it will still be spotlight in 2019. Indeed, countries such as France or Italy has unequaled know-how and brands do not hesitate to put it strongly in value through specific words and vocabularies, meetings such as “Journées Particulières” organized by LVMH, workshops… The Comité Colbert is in the proof and this trend will undoubtedly increase further next year, at least extend: some brands will choose to support their storytelling on it while others will try to create a know-how (while remaining in the legality) in the same way that some brands create their own storytelling. Their aime is truly to showcase the excellence of its craftmanship that have become a real added value for luxury brands.

    2. Organic and sustainable luxury: Brands will also try to turn to much more ethical and responsible pratices. Therefore they will try to turn to organic and natural solutions rather than industrial solutions. Indeed, the way brands are perceived by consumers has changed. Today, they will be judged on different criteria of sincerity and transparency, for example: the quality and origin of their raw material and their degree of ethic and social/environmental responsability. To appeal to consumers, who are increasingly concerned about the planet (eco) and their health (ego), brands will have no alternative than to offer more ethical products and to highlight their civic and moral actions.

    3. Innovative Luxury: Luxury includes among its buyers, the most demandind buyers on the planet. Therefore, it is essential that this sector constantly innovates to continue to attract these people. Technological innovations are booming. 2019, will also be synonymous with advanced digitization and an innovative boom for luxury brands. Indeed, as we have alreday seen, some brands have been very innovative in recent months and others will follow the movement in the coming year: Van Cleef and Arpels has installed a touch showcase at this shop Place Vendôme (Paris), The Verty gemstone phones have a 24-hour concierge service, Repetto on the occasion of the release of the Black Swan movie, has partnered with Microsoft to offer us a brand new high-tech showcase in holograms and full of others still.
    Innovation and digital are at the center of brands’ concerns in terms of research and development and they are not ready to stop.

    Finally, some trends may be accentuated in 2019: customization, iconic brands’ products…

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