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F 01 01 Burberry store


rom till-less shops and live streamed catwalk shows to strong ethical points of difference, the world of luxury shopping is changing at a rapid rate. In recent years, the adoption of and investment in better online practices


and digital innovation has allowed luxury retailers to embrace progress in line with the high street. Demands and expectations of the modern luxury


customer have driven this change. And it’s not just younger generations – older consumers are familiar with digital touchpoints as part of the shopping landscape, and this will only continue to increase in coming years. So what does the future hold for luxury brands, and


how will marketing needs change as the consumer and technology evolve? The luxury market will see a huge change in the


type of people who sit within the affl uent sector over the next ten to fi fteen years. As generation X, and subsequently millennials, move into higher earning brackets, the experience required from luxury brands will look drastically different. Many of those who are currently highly affl uent buy luxury for show, glamour, and for the superlative pleasure of owning an expensive item. Younger shoppers moving up and entering the luxury market will force brands to adapt their messaging to resonate with more purpose, ethics, and life quality impact. Generation X and millennials have been signifi cantly affected by recent economic hardship and now demand solid reasons and rationale to spend large amounts of money on products.


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