Luxury 2.0: Understanding the New Consumer

The luxury market is changing – not just from a brand perspective, but from a consumer perspective as well. The traditional idea of what luxury is not what it used to be, so what is it now?

Over the past few years luxury brands have been redefining themselves, creating new products and services to suit a new market. One that includes hoodie-wearing CEOs, young and wealthy consumers without mortgages and an increasingly transient society.

The customer expectations around brand experience are becoming higher every day and sometimes luxury brands disappoint when they deliver a vanilla ‘me too’ digital experiences.

In this session, Douglas Nicol, partner at The Works will reveal surprising truths about today’s consumer and how in many cases the consumer is outpacing luxury brands with their needs and behaviours. Are brands keeping up with the shifting luxury demographic? is ‘luxury’ even a term that can be used with any true relevance to brands anymore?


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