Trend Report: The Luxury Edition

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Trend Report – The Luxury Edition

What are the key emerging trends within experiential for luxury brands and what are the learnings and opportunities within?

In this bite-sized trend report, we will identify four luxury experiential trends that brands should pay attention to – and hopefully, feel inspired by – when engaging with audiences in the most emotive and connected ways. We will highlight the benefits and opportunities, which will specifically shape multi-dimensional experiences in the year to come, which brands can act on today.

Luxury brand trends to consider

Beyond the bag

Designer brands are investing in food-based pop-up experiences. Opening food venues might seem like quite a stretch for a clothing and accessories brand, but the post-pandemic era has brought a new spin on retail experiences and driven brands to think outside the box to create and offer unique experiences to its target consumers, namely millennials and Gen Z.

Levelled up personalisation

Fragrance brands understand the uniquely personal process that is scent selection, so are finding interesting new ways to celebrate individuality. Personalised offers will make products more appealing while helping consumers express their scented selves. With product purchase and specifically ‘fragrance’ forming a huge part of ‘personal brand identity’.

Beacons of culture

Luxury brands are harnessing unique storytelling to create immersive and entertaining spaces that enable greater audience connection. Brands with a long heritage, like Gucci, Chanel, Christian Dior and Louis Vuitton, usually have extensive archives, which gives them the scope to present compelling exhibitions, sometimes in a museum context. Allowing audiences to understand more about their processes, techniques, influences and brand story.

Palette-pop universes

Brands are theming experiential activity around product colours. In an industry dominated by emotional choices, nothing is more fundamental to the audience than colour. With brands famed for their signature palette, or trends that unlock new seasonal aesthetics, the huge benefit of temporary pop-up spaces is the ability to indulge and play with a simple experiential theme. We’re seeing more and more brands creating mini universes with a hero palette as their ‘north star’.

This luxury brand trend report is brought to you by The Futures Lab, our in-house research and development arm, established to drive innovative brand experience solutions in our ever-changing world. If you would like to learn how we can help make your brand shine brighter, get in touch.

Thank you,

Eddie Frame

eddie.frame@senselondon.com