🔮💎 The Acceleration of Luxury #58

• 4 min read

The luxury market is changing quickly, with consumers getting more and more impatient about brand engagement. Luxury brands are known for never rushing to make decisions. However, under the growing pressure of millennial consumers, luxury marketers are...

Welcome back to What The Luxe, a newsletter packed with
insights & intelligence for luxury, beauty & lifestyle marketers
—written by me, David Klingbeil

What will luxury mean in 2050?

The luxury market is changing quickly, with consumers getting more and more impatient about brand engagement.

Luxury brands are known for never rushing to make decisions. However, under the growing pressure of millennial consumers, luxury marketers are forced to make rapid decisions about new product offerings, sponsorships, collaborations and endorsements

An protester during Louis Vuitton's fashion show

This week, HoYeon Jung has become Louis Vuitton's global ambassador, just a few weeks after she's been discovered by the rest of the world in Netflix's TV Show Squid Games. Moreover, Aveda is accelerating its committment to the planet by becoming a fully-vegan brand. Last, Interparfum is imagining the future of beauty by testing an amazon-first strategy for its latest Guess perfume line.

These examples show that luxury marketers need to make decisions swiftly if they want to be relevant. I hope this newsletter will inspire you, surprise you and make you think… What the Luxe?!

Cheers,

David Klingbeil

PS: feel free to hit reply to leave a comment, I read and answer every message


📺  Marketing and Advertising
🛍️  Experience & Retail
💼 Business & Finance
✌🏼 Misc

Long form content (>1min)

Vogue - Anna Wintour, Margaret Qualley, and Sofia Coppola on the Future of Chanel ( 11m52 )

IWC Watches - The Creation of an #IWCON ( 1m30 )

Christian Dior - Sauvage – THE MELODY OF SCENTS ( 2m25 )

Burberry - Talking Animals – a Burberry film by Marc Isaacs ( 4m14 )

Short form content (<1min)

Aveda - 100% Vegan - Now And Forever | Aveda ( 48s )

Paul Smith - Paul Smith | OUR SIGNATURE STRIPE ( 40s )

Dolce & Gabbana - DGFattoAMano ( 1m )

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Luxury is as much about business as it is about creativity. Staying inspired is key. Here’s a selection of what keeps me inspired:

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