{"id":109949,"date":"2022-12-07T20:45:55","date_gmt":"2022-12-07T15:15:55","guid":{"rendered":"https:\/\/www.imageantra.com\/insiders-of-luxury\/"},"modified":"2022-12-07T20:45:55","modified_gmt":"2022-12-07T15:15:55","slug":"insiders-of-luxury","status":"publish","type":"post","link":"https:\/\/www.imageantra.com\/insiders-of-luxury\/","title":{"rendered":"Insiders of luxury"},"content":{"rendered":"
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\u201cI would dare to say that today sustainability and social responsibility are two of the factors that guide the purchasing decisions of luxury customers. They seek to consume brands that share their values, that take social actions and that care for the environment and the planet. I think that this has been one of the good things that the pandemic has left behind, \u201dsays Vilches.<\/p>\n

\u201cToday, the consumer is much more interested in knowing the stories that are behind it, in getting to know the people and in sizing up the entire ecosystem in which they can leave their mark,\u201d adds Morelli. But this has to be a shared responsibility. \u201cIt’s not just that consumers want a more responsible or sustainable product. Brands, when planning a business strategy, have to consider what their footprint on the planet will be if they launch a product. What is interesting is to see how on both sides, both the consumer and the brand, we are committed to creating a more conscious luxury\u201d, adds Vilches.<\/p>\n

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You cannot ignore that the millennials <\/i>and members of Generation Z \u2013 who currently represent a significant percentage of the clientele of many of these brands \u2013 have been the ones who have guided this transformation. Digital platforms and social networks were also instrumental and have opened new doors of interaction and creation of experiences with the aim of creating a whole new journey hand in hand with brands.<\/p>\n

NFTs, the metaverse, virtual reality, and augmented reality are new vehicles that should, however, be embraced with some caution. “As brands we try to be at the forefront, but we don’t want to run the risk of offering our customers something that we can’t meet, we don’t want to make mistakes that could harm them,” explains Castro.<\/p>\n

Carracedo reinforces this idea, considering that a brand like Chanel has made great strides in terms of digitization and in the search for e-commerce <\/i>perfect. \u201cHowever, the fact that we are a luxury brand has to show in every detail. We have to find the exact way to offer shoppers a seamless experience,\u201d he says.<\/p>\n

\u201cI think we are in a trial and error process, but it is clear that the new generation of buyers is native in the use of all these tools and that we have to make the purchase process more convenient and attractive for them\u201d, adds Morelli.<\/p>\n

Of course, there are pillars that remain unchanged: scarcity, exclusivity, personalization, creation of a customized product or service. Whether it is something flashy or discreet is a decision made by the buyers. Each one gives priority to what makes them feel good and unique, to what fits their preferences and generates that feeling of well-being, fulfillment, calm or power that they are looking for. Fortunately, luxury is once again that desire to make the most of the present. Or what would Lipovestky say?<\/p>\n