1、LUXURYFAST FORWARD20232024LUXURY FAST FORWARD 2023 2024 THE CHALLENGE FOR THE RETAIL POPULATION2LUXURY FAST FORWARD 2023 2024AuthorsDelphine Vitry,Founding Partnerdelphine.vitrymadnetwork.frJean Rvis,Founding Partnerjean.revismadnetwork.frVronique Le Bansais,Partnerveronique.lebansaismadnetwork.frTh

2、omas Mesmin,Partnerthomas.mesminmadnetwork.frLUXURY FAST FORWARD 2023 2024 INTRODUCTIONThe Brand We hear a lot about brand elevation from CEOs of luxury houses.It is important to understand why it is a real subject for the luxury houses,and what are the business challenges behind this term.We have c

3、hosen to address 4 essential dimensions of the strategy of luxury brands today.These dimensions are the Brand,the Customers,the Distribution,and the People.The Customers We concentrate on two client segments that are particularly key in the industry at the moment:/The ultra-luxury customer/The Ameri

4、can customer The reasons that make these topics two major challenges in the industry are quite different:/The ultra-luxury client is a rare commodity,highly coveted by the Maisons as it represents both a strong business potential and a strong image potential in order to nourish the brand elevation./

5、The US client,on the other hand,raises both concerns and hopes.After the hyper-growth phase between 2019 and 2022,the market is currently experiencing a slight downturn.In this context,two scenarios oppose each other regarding the future of the US client:Was the recent growth phase a bubble whose bu

6、rsting has begun?Was the recent growth phase structural with solid fundamentals that will lead to a continuation of sustained growth after the current market“breathing”phase?The DistributionIn our previous studies,we had analyzed extensively what an omnichannel world means for the luxury industry.We