The luxury market has evolved from a focus on exclusivity and product marketing to a greater emphasis on emotion and experience, but where is it headed now? Susana Campuzano, Director of the Program on Strategic Management of the Luxury Universe at IE Business School, looks at the ‘luxury of purpose’, where meaningful brands focus on improving customer’s lives. In the future, authenticity and corporate responsibility will be the central values of luxury. In conjunction with technology and personalization, they will offer a customer experience that will be the great driver of this market.
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