{"id":3271,"date":"2020-07-16T11:19:41","date_gmt":"2020-07-16T09:19:41","guid":{"rendered":"https:\/\/www.omediaparis.com\/what-will-tomorrows-luxury-world-look-like\/"},"modified":"2024-05-21T00:28:58","modified_gmt":"2024-05-20T22:28:58","slug":"what-will-tomorrows-luxury-world-look-like","status":"publish","type":"post","link":"https:\/\/www.omediaparis.com\/en\/what-will-tomorrows-luxury-world-look-like\/","title":{"rendered":"What will tomorrow\u2019s luxury world look like?"},"content":{"rendered":"\t\t
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What will tomorrow\u2019s luxury world look like?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\t\t\t\t\tThe world to come will praise scarcity. Voluntary minimalism. One-upmanship will be out; frugality will be in. Mass tourism, all-you-can-eat buffets and series models will die out, replaced by the tailored, the exceptional, the one-off. From low prices to fair prices, the industry will have to reinvent the value chain, emphasizing the individualization of services and the personalization of experiences.\nSo what does tomorrow\u2019s luxury world look like?\n\nIt\u2019s an undeniable fact: the planet is losing momentum, resources are wearing thin. Shale gas is now being brought in to replace oil deposits, the Amazon rain forest is being eradicated, insects are on the decline, and meeting basic needs is becoming increasingly difficult all over the planet. The luxury industry depletes a considerable amount of resources, so it has its share of the blame; but room for improvement also provides it with a means of action. Needs are changing, the very notion of what is \u201crare\u201d is shifting, and the luxury industry will have to adapt in order to address these developments. Or, better, prepare and plan. Having one\u2019s needs anticipated, after all, is the true luxury.\n\nIn the last few years, the triumph of ostentation and rivalry-oriented luxury \u2013 higher, better, more \u2013, which has captivated new consumers in Asia and South America has begun adapting its codes to a new generation in search of identity.\n\nProduction in series, advertising campaigns celebrating the expansiveness of the imagination, unlimited waking dreams\u2026 No promise was too extravagant. However, in coming within everyone\u2019s reach, luxury lost part of its reason for being. What had been inaccessible, reserved to a handful of \u201chappy few,\u201d trivialized its own essence by virtue of emancipation.\n\nToday\u2019s society is changing. Mentalities are evolving in the wake of a greater awareness of responsibility and ethics. Today\u2019s world is turning to other values, and luxury should seize the opportunity to do the same.\n
\u201cThe ephemeral has had its day. We must stay in step and leave our mark on the times by appealing to the imagination, generating desire and cultivating rarity.\u201d<\/blockquote>\n

BACK TO THE BASICS<\/h3>\nThere was a time when fashion shows were closed to the public, reserved only to the style elite. Exclusiveness is not intended to be universally available. To reinvent itself, luxury must necessarily turn to the element of surprise, small series, and personalization. These codes have even colonized the mainstream: commonplace collections are now customizable so that everyone can feel special.\nCultivating simplicity should now become the new byword for luxury. To do so, brands must reacquaint clients with waiting, and enable them to spend the waiting period dreaming, imagining and gaining new understanding. The brand now has enough space to arm its approach and assert it between two new arrivals, two events. No longer a torrent of expected collections, a seasonal revolving door, but rather the advent of surprise creations.\n\nFewer products, fewer series, fewer new developments. More consideration, more meaning, more intention. When anyone can purchase a luxury product, it is no longer a luxury product. Certain brands have lost their way, becoming commonplace by stamping their logos on a glut of products. But such products can only bear the name \u2013 not the spirit, and certainly not the purpose \u2013 of a luxury brand.\n
\u201cReal luxury is not something you put on display. It is something that poses a question. Yesterday\u2019s questions were beauty, aesthetics, abundance and extravagance; today\u2019s are frugality, ecology and saving the planet.\u201d<\/blockquote>\nAn object is not a vector for an image. It is now a useful item that makes a statement and stakes a claim, carried forward by ambassadors who pledge allegiance to the brand, tacitly accepting to convey its values precisely because they have chosen it for its message.\n\nIt begs the question of meaning, a question to be reconsidered: \u201cTaking a stance will probably become more necessary than ever, particularly in terms of sustainable development.\u201d However, according to a report presenting the viewpoints of specialized consultants and major market players, luxury is not yet up to scratch: \u201cThe message will have to seep through to clients in concrete ways, not just through corporate declarations or militant posturing.\u201d Walking the walk, not just talking the talk.\n\nDoing less, but doing it better. Tightening up the circle, but making it a more virtuous circle. Paring down the throngs of aficionados to better provide for them, making them loyal and well-informed.\n

THE VIRTUOUS DIGITAL LOOP<\/h3>\nA distribution support is nothing more than a tool, whether it\u2019s made of bricks or clicks. It is possible to address a clientele of choice who is aware of today\u2019s challenges. A clientele who will bring a more virtuous, \u201cwoke\u201d image to the brand, enabling it in turn to make a more positive statement.\n\nSo the digital side of business will have to be emphasized, warns J\u00e9r\u00f4me Hue, chairman of the Omedia agency; but digital business must be managed intelligently. Gleaning pertinent information in order to determine consumer expectations, habits and hopes. Not just loyalty data.\n
\u201cClicks do not compete with bricks, they complement them: they get the ball rolling \u2013 or keep it rolling \u2013 in terms of customer relations, fostering interaction.\u201d<\/blockquote>\nIt has been observed that the worldwide production of apparel has doubled in fifteen years, while its use has diminished. What is the meaning of that? Pierre Cannet, climate manager of WWF France, recommends rethinking the entire system, curbing production to only manufacture sustainable clothing. Likewise, minimalism is in style. Out with bright colors, in with understatement. Out with a surplus of hoodies and in with streamlined elegance, in the triumphant \u201cless-is-more\u201d post-crisis world following the financial crash of 2008. The newspaper Le Monde remarks on the trend towards better environmental awareness and a more minimalist aesthetic: \u201cThe spirit of slowing down, mindful consumption and sustainable development appears to be reversing the trend,\u201d reports Valentin P\u00e9rez in an article published on May 25, 2020. \u201cMinimalism now appears to be the style that most appeals to the fans of streetwear.\u201d\n\nThe accumulation of wealth will become less and less an end in itself. The destiny of capitalism, as Max Weber theorized it, belongs to the past, and now it is time for a new normal: making only a modest show of one\u2019s success. Already the exuberance of rising stars appears more \u201cnormal\u201d than the eccentricities of their elders. Conspicuously displaying wealth is less and less perceived as a virtue, at least in the Western world. On the contrary, in China, luxury as we have known it in the last thirty years still has a future; if only market relocation does not step in to change the game rules, depriving European brands of an active source of revenue. In fact, by the next year or two, Chinese purchases abroad should greatly decrease, according to a study by the consulting firm MAD.\n

\u201cFASHION IS WHAT GOES OUT OF FASHION\u201d<\/h3>\nIt is high time to turn the page. The race to overconsumption appears to be reaching its end. Its breathless pace has exhausted the consumer, caught in a vicious cycle of planned obsolescence. Like Sisyphus, condemned to eternally consume, they played along in the beginning. But today they dream of having less, and they want time to enjoy it. Fewer models to choose from, organic materials, and a local identity, all wrapped up in understatement, with no flashy logos or fluorescent colors. Minimalism is back, bringing with it more room for white, light, and space. Space between collections, space within prints, empty space on fabric, space among ourselves, to get space for ourselves\u2026\n
\u201cSeasonality will become the new mantra for taste. Excess and waste will be reined in, and the system will become more virtuous.\u201d<\/blockquote>\nThe whole scheme must adapt to clients, seeking to understand them and to propose pertinent brand values; then, it must pace itself, patiently waiting for the right moment.\n\nThe superfluous, so necessary to Voltaire, is now redundant. Exoticism, in the true sense of the word \u2013 that which takes us out of ourselves, which was the basis for the original privilege of luxury \u2013 will return. On one condition: that we respect the good conduct of the most elementary ecological principles. Produce locally, pay craftsmen fairly, and offer a utilitarian value that is at least as important, if not more important, than the emotional value. Decorative yet useful: such will be the twofold requirement of the new luxury object. Minimalist and neutral, both visually and in terms of carbon footprint: a white square against a white background\u2026\n\nWill the luxury world be able to reinvent itself to rise to these new expectations?\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

Reading time: 3 minutes The world to come will praise scarcity. Voluntary minimalism. One-upmanship will be out; frugality will be in. Mass […]<\/p>\n","protected":false},"author":1,"featured_media":1438,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"elementor_header_footer","format":"standard","meta":{"footnotes":""},"categories":[27],"tags":[],"class_list":["post-3271","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-omediatalk-en"],"yoast_head":"\nThe luxury market of tomorrow | Agence OMEDIA Paris<\/title>\n<meta name=\"description\" content=\"What will tomorrow\u2019s luxury world look like? Marketing and digital: will the French luxury market be able to reinvent itself? 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