Trends

Question 1

Recent luxury trends

Answer 1

• experiences over objects
• quiet luxury: understated elegance, high quality, timelessness, not logos
• market growth: traditional markets face challenges, middle east and india high potential markets (simon kucher)
• data-driven personalization in e commerce : ecommerce moves to highly personal, conciereg style experience (tiffany & co usign AI for tailored customer journeys)

Question 2

General marketing trends

Answer 2

• google zero: provides direct answers: significant drops in organic traffic to websites: marketers have to find new ways to reach customers (introduction of google ads to gemini)
• synthetic audiences makes market research cheaper
• marketers beginning to embrace Gen Alpha‘s spending power (now in their teens)
• republican party‘s condemnation of DEI led to brands abandoning DEI (backlash from Gen Z9)