Luxury Reports
"The End of Luxury?" - Coming Summer 2026
Report Summary
This report will cover changes in attitudes towards Luxury, whether among Gen Z or the super-rich. As well as changing attitudes towards Luxury among different nationalities, particularly the Chinese customer. The report will look in detail at the importance of Longevity as the new Luxury; and the growing importance of Vintage Luxury.
It's easy to forget that there wasn't a Luxury industry before the 1980s. Affluent middle class women did not aspire to own a Hermès Birkin or Kelly bag.
Many luxury brands have assumed that growth will continue forever, even as their sales exceed €20 billion. But have they reached an existential crisis?
"Reimagining Affluence 2024"
Report Summary
High-end brands have been embracing culture for decades. But something has changed in the last few years and it's the speed and intensity with which brands are embracing cultural capital. Investing in cultural capital allows companies to elevate their brand and differentiate themselves from other brands. Brands must be immersed in popular culture to survive because they no longer control the narrative. Luxury and premium companies can invest in cultural capital in several ways - through collaborations; personalised services and increasingly through experiences. To succeed in building cultural capital, luxury and premium brands need to draw upon a range of skills - storytelling; community-building and entertainment; and all whilst maintaining a consistent voice.
"Why Luxury Companies Must Use Resale to Win Gen Z Customers"
Report Summary
The luxury sector has hardly involved itself in resale, this has been left to marketplaces such as The RealReal. Here I argue why resale is such a powerful weapon for companies who want to own the Gen Z customer. The key point is that resale allows luxury brands to build a much deeper, circular relationship with the Gen Z customer than the primary market allows.
Although some luxury companies are exploring blockchain, if they plan to enter the resale market in the future, they would be better off not implementing it. Blockchain will give every reseller in the world just as much power in the luxury resale business as a luxury company. Therefore, blockchain is not in the interests of the luxury industry. Considering that tight control is at the heart of every successful luxury company, they would be better off remaining the ultimate authenticators of their products.
If you'd like to receive a copy of the full reports, please email me at claire.a.kent@gmail.com or message me on Linkedin. Thank you.